Spring Break isn’t just a vacation—it’s a peak sales moment. People book trips, upgrade their luggage, shop for new outfits, and grab last-minute essentials. Brands in fashion, travel, and lifestyle can drive major conversions by tapping into this seasonal demand.
But timing and relevance are everything. Consumer intent shifts fast, and last year’s marketing strategies won’t work today. Ads on paid media need to feel fresh, platform-specific, and aligned with how people plan and shop for Spring Break.
Staying ahead in seasonal marketing isn’t just about showcasing great products. It’s about keeping up with trends, which change faster than ever. Brands can’t rely on the same creatives or even the same footage for too long—repetition leads to ad fatigue, and in an industry built on what’s trending, that’s a fast track to irrelevance.
In this article, we’ll break down the best video ad frameworks to maximize seasonal performance. Whether you’re selling travel gear, vacation packages, or Spring Break essentials, these strategies will help you stand out.
How Seasonal Marketing Works
Seasonal marketing is all about aligning with consumer behavior. As demand spikes for travel, fashion, and vacation essentials, performance metrics shift. Key indicators like CTR, CPM, and CPC fluctuate based on competition, timing, and consumer interest.
During peak buying periods, like Spring Break, CPMs (Cost Per Mille) often increase. More brands bid for attention, making ad costs rise. A strong hook, engaging video format, and platform-specific approach can help improve efficiency.
CTR (Click-Through Rate) tends to peak when ads match consumer intent. People actively search for travel deals, must-have products, and destination inspiration. Video formats that showcase real experiences—like “Get Ready With Me” or “Spring Break Packing List”—often drive the highest engagement.
CPC (Cost Per Click) varies depending on ad relevance and engagement. Creatives that feel timely and interactive usually perform best. UGC-driven ads, trend-based storytelling, and strong CTAs can help lower CPCs.
Spring Break marketing isn’t just about launching ads—it’s about optimizing for shifting consumer behavior. Brands that stay ahead of seasonal trends will drive higher conversions and maximize their ad spend.
So how do you maximize conversions during these peak times? Let’s dive into some frameworks that are perfect for this season.
Get Ready With Me Template
People love quick, engaging content, and nothing feels more natural than a “Get Ready With Me” (GRWM) video. It combines storytelling, social proof, and a step-by-step format that keeps viewers hooked.
This framework is a go-to for influencers and content creators because it showcases products organically—without sounding overly promotional. Instead of a hard sell, it invites the audience into a real-life moment, creating a sense of authenticity and trust.
For brands, this presents a huge opportunity. A well-executed GRWM ad can highlight must-have travel outfits, essential accessories, and packing hacks while feeling aspirational and personal.
Let’s see it in action.
This video ad from Hapari is 🔥.
| Frame | Content |
| Hook | Pack with me for my summer vacation getaway in San Diego. I’m so excited for all the activities we’ve planned. |
| Step #1 | I can’t leave behind my camera to capture all the memories. |
| Step #2 | Sunscreen to protect throughout the day. |
| Step #3 | And my Hapari swimsuits. |
| Problem | I feel like most swimsuits you see today are either too frumpy or too small and don’t stay in place. |
| Solution | Hapari tankinis are designed for an active lifestyle or a mom on the go. |
| Benefits | They have secret pockets, double lining and high-quality fabrics that are super comfortable and last for years. |
| Social proof | I no longer have to awkwardly adjust my swimsuit to a dip in the ocean. Instead, I can feel confident and comfortable no matter what I’m doing. |
| CTA | You shouldn’t have to choose between a perfect style and the perfect fit, so head to hapari.com to prepare for your next vacay. |
The hook is short and engaging, it makes you keep watching for what she’s going to pack for her trip. The fact that she mentions 2 items she’s bringing before the product she’s advertising makes the ad feel organic. For step #3, she mentions the product and soon moves to the problem and solution, highlights the benefits, and finishes with a strong CTA that indicates exactly what you have to do next.
This top framework is exactly what you need if you’re looking for an ad that fits into a user’s feed and makes potential customers take action.
How It Works Template
This template is one of the most effective formulas tested at Primer.
It breaks down a product’s key features into an easy-to-follow, step-by-step format—making it perfect for paid ads.
This framework isn’t just about listing benefits; it showcases how a product solves a real problem. By walking the audience through a specific use case, it builds trust, removes doubt, and makes the purchase decision feel effortless.
For brands, this is a game-changer. Whether it’s demonstrating a carry-on suitcase that keeps travel stress-free, a skincare product that protects against sun damage, or a compact workout kit for vacations, How It Works ads turn features into solutions—without overwhelming the viewer.
This is the basic formula for any HIW ad, but you can always iterate to make it your own..
Take this one for example: it’s a shorter version of an ad that drove sales like crazy.
| Frame | Content |
| Hook | Unpopular Opinion: Traveling with kids is EASY |
| HIW | This is how I do it! |
| Step #1 | We’ll start first with the Logan suitcase. |
| Benefit #1 | So something that makes it unique from other suitcases is specifically the straps. |
| Step #2 | Now, we have the kane kids travel backpack that is also very functional, with all the compartments. |
| Step #3 | And lastly, for traveling with kids you can’t forget the Benson toiletry kit. |
| CTA | Check out their other designs! |
In this case, the creator shares how to travel easily with kids by using different luggage, each one with different benefits.
UGC Template
UGC is still a must-have for your 2025 marketing strategy—especially in paid ads.
There are countless ways to make it work for your brand: from authentic product reviews and brand storytelling to trend-driven try-on hauls. The key? Having high-quality, engaging content that feels real.
To help your creators stand out, we’ve put together a guide for producing top-tier UGC—so every piece of content drives results.
Here’s a perfect example of a short, snappy UGC video with a hook that grabs attention instantly and no words are needed. This uses the “What I ordered vs What I got” hook, one of the most powerful UGC-driven formats. It taps into social proof, curiosity, and relatability—key factors that make people stop scrolling. Whether it’s showcasing the perfect vacation outfit, durable luggage, or summer skincare that actually works, this format lets real customers do the selling for you. The contrast between expectation and reality builds authenticity and trust, making it a go-to for performance-driven campaigns.
Why is this ad so successful? Because it’s simple and engaging, and it’s sort of a before/after transformation where you see the product as a user would view it on the website immediately followed by what it looks like in real life.
Why These Top Frameworks Work For Spring Break (and any other season too!)
Seasonal marketing success isn’t just about running ads—it’s about creating content that feels timely, relevant, and engaging.
Every season brings a fresh opportunity to connect with audiences, but Spring Break is a unique moment when consumers actively look for travel essentials, fashion upgrades, and must-have accessories. That means brands need to move fast with creative strategies that match the seasonal demand andthe right ad framework can turn a simple video into a high-converting campaign.
We’ve covered three powerful templates that brands can use to drive engagement and sales:
- Get Ready With Me: A natural, engaging way to showcase products while tapping into social proof and storytelling.
- How It Works: A step-by-step breakdown that highlights key product benefits, solving customer pain points in an easy-to-digest way.
- What I Ordered Vs. What I Got: A UGC-driven format that builds trust and authenticity, making products feel real and relatable.
These top frameworks work because they blend entertainment with product education, keeping viewers engaged while seamlessly driving conversions. But the real key to seasonal marketing success? Refreshing creatives constantly. Trends evolve quickly, and repeating the same footage or messaging leads to ad fatigue. The brands that stand out are the ones that adapt, experiment, and stay ahead of the curve—ensuring their campaigns feel fresh and relevant every single season.
Level Up Your Ads With Primer
At Primer, we’ve worked with top fashion brands like Savage X Fenty and Rent The Runway. We now offer an on-demand service that helps you concept, plan, source, and produce UGC video ads that resonate with your audience and drive results. Let us bring your brand’s vision to life with authentic, high-performing content.
Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, production, reporting, and optional media buying—to achieve your growth objectives. You can focus on your business while we deliver the results.
Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, videos, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.
Most Aware and Highly Sophisticated audiences are among the most challenging to convince that you’re their best solution. However, if your video ads are well-crafted, they are highly likely to convert quickly. Skincare, Fitness Equipment, Health & wellness supplement products often are targeting these audiences. This audience is bombarded with dozens of ads for skincare and collagen supplements daily.
As growth marketers, you’re constantly battling to improve your conversion rates, hook rates, CTR, ROAS, and CAC.
Today, we’re diving deep into five powerful video ad frameworks. With these frameworks, you will craft winning ads to convince these highly aware prospects you are the best product to solve their problem and buy now.
The Challenge: Converting the Converted
Picture this: Your audience knows your product inside and out. They’re familiar with your competitors, and they’ve probably watched dozens of similar ads. How do you convince them that your product is the crème de la crème and that now is the perfect time to hit that “Buy Now” button?
It’s time to level up your video ad game. Let’s explore five frameworks that will help you break through the noise and speak directly to your savvy audience.
| Framework Finder | Highly Sophisticated |
| Most Aware | Frameworks: FABU, SUUP, TEU, FOMO, SUE
Highlight the advanced features and superior performance of your product. Offer personalized demos or consultation sessions |
1. FABU: Features – Advantages – Benefits – Urgency
The FABU framework is your secret weapon for showcasing your product’s unique selling points while creating a sense of immediacy or sophistication. Here’s how to identify where they are and what messaging will drive results:
- Features: Highlight what makes your product stand out.
- Advantages: Explain why these features matter.
- Benefits: Show how these advantages improve the customer’s life.
- Urgency: Create a compelling reason to act now.
Why it works: FABU addresses the “what’s in it for me?” question that sophisticated audiences always ask. By clearly articulating the value proposition and adding a time-sensitive element, you’re giving them a reason to choose your product over competitors.
Example: Imagine you’re selling a smart water bottle. Your FABU ad might showcase its precise temperature control (feature), explain how it keeps drinks at the perfect temperature for hours (advantage), demonstrate how it enhances hydration and productivity (benefit), and offer a limited-time discount (urgency).
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Key Features | |||
| 3 | Advantages/Unique Selling Points | |||
| 4 | Benefits | |||
| 5 | Urgency | |||
| 6 | Call To Action/Outro Hook |
2. SUUP: Scarcity – Urgency – USP – Proof
SUUP is all about creating desire through exclusivity and backing it up with solid evidence.
- Scarcity: Emphasize limited availability.
- Urgency: Highlight time-sensitive offers.
- USP: Showcase your Unique Selling Proposition.
- Proof: Provide evidence of your claims.
Why it works: Sophisticated audiences are skeptical by nature. SUUP addresses this by not only creating desire through scarcity and urgency but also substantiating your claims with proof.
Example: For a limited-edition skincare product, your SUUP ad could showcase the limited quantity available (scarcity), mention a 24-hour sale (urgency), highlight its patented formula (USP), and feature before-and-after photos or testimonials from dermatologists (proof).
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Scarcity | |||
| 3 | Urgency | |||
| 4 | Exclusivity or Unique Selling Points | |||
| 5 | Social Proof | |||
| 6 | Call To Action/Outro Hook |
3. TEU: Transformation – Exclusive – Urgency
TEU focuses on the emotional journey and the exclusive opportunity your product offers.
- Transformation: Show the before and after.
- Exclusive: Highlight what makes your offer unique.
- Urgency: Create a reason to act immediately.
Why it works: TEU framework with the emotional journey and exclusive opportunity your product offers can be highly effective in capturing the attention of sophisticated audiences. By showcasing the transformation your product can bring, highlighting its unique features, and creating a sense of urgency, you can compel your audience to take immediate action.
Example: Imagine promoting a productivity tool by emphasizing how it has helped thousands of professionals 10x their output and urging them not to let their competition get ahead. Joining the productivity revolution today becomes an irresistible proposition for sophisticated audiences too.
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Transformation | |||
| 3 | Exclusivity or Uniqueness | |||
| 4 | Urgency | |||
| 5 | Call To Action/Outro Hook |
4. FOMO: Fear Of Missing Out
FOMO is particularly effective with sophisticated audiences who pride themselves on being ahead of the curve:
- Create a sense of exclusivity or limited opportunity
- Showcase what others are gaining from your product
- Imply the potential regret of not taking action
Why it works: Even the most rational consumers can be swayed by the fear of missing out on something valuable. When done tastefully, FOMO can be a powerful motivator.
Example: A luxury travel company could use FOMO by showcasing exclusive experiences that are booking up fast, with testimonials from satisfied customers who got in early.
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Trend or Popularity Statement | |||
| 3 | Showcase Demand | |||
| 4 | Product Intro | |||
| 5 | Unique Selling Point | |||
| 6 | Urgency | |||
| 7 | Call To Action/Outro Hook |
5. SUE: Scarcity – Urgency – Exclusivity
SUE combines three powerful motivators to create a compelling call to action.
- Scarcity: Emphasize limited availability
- Urgency: Create time pressure
- Exclusivity: Highlight the unique or privileged nature of the offer
Why it works: This framework creates a perfect storm of motivation, appealing to the sophisticated audience’s desire for unique, valuable opportunities.
Example: A high-end tech gadget could use SUE by offering a limited number of devices (scarcity), available for pre-order for just 24 hours (urgency), with exclusive features not available in the regular release (exclusivity).
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Scarcity | |||
| 3 | Urgency | |||
| 4 | Exclusivity | |||
| 5 | Call To Action/Outro Hook |
Putting It All Together
Each of these frameworks offers a unique approach to engaging your sophisticated, most-aware audience. The key is to choose the framework that best aligns with your product, brand, and specific campaign goals.
Remember, the power of these frameworks lies not just in their structure, but in how you execute them. Be authentic, provide real value, and always respect your audience’s intelligence.
Start implementing these frameworks today and watch your conversion rates soar.
Get Video Ads with These Frameworks Crafted By Growth Experts
In the competitive realm of DTC marketing, these frameworks serve as your secret arsenal for engaging even the most discerning and informed audiences. By mastering and utilizing FABU, SUUP, TEU, FOMO, and SUE, you’re not merely selling a product—you’re creating captivating stories that resonate with your audience’s needs and aspirations.
Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, production, reporting, and optional media buying—to achieve your growth objectives. You can focus on your business while we deliver the results.
Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, videos, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions
Introducing the Framework Finder
Video ad performance on platforms like Facebook, Instagram, and TikTok demands strategic, targeted storytelling. That’s where proven frameworks come into play.
With a video framework, you have a proven video story structure to connect the target persona’s problems/goals with your product as the solution.
At Primer, we’ve developed a set of actionable frameworks designed to optimize video ads based on the audience’s awareness and sophistication levels. These frameworks aren’t just hypotheses — they’re battle-tested strategies that can help you craft ads that engage, convert, and drive real results across social media platforms.
In this post, we’ll guide you through the ultimate framework finder to help you identify exactly what type of messaging will resonate with your audience, whether they’re casually browsing or ready to buy. Ready to start driving better performance? Let’s dive in.
The Right Framework For Your Target Persona
Using the framework finder, you can quickly identify the right frameworks for the persona you’re targeting. First we’ll show the framework finder below, and then explain how to use it in the following sections.
| Unsophisticated | Moderately Sophisticated | Highly Sophisticated | Innovators & Early Adopters | |
| Unaware | Educate them about the problem | Highlight new trends, subtly introduce solutions | Position yourself as the leader | Push disruptive innovation |
| Problem Aware | Define the problem, offer solutions | Show how your solution is different | Provide proof of results | Tie your solution to industry trends |
| Solution Aware | Focus on your unique value | Differentiate from competitors | Prove your product is the best | Position as the most advanced option |
| Product Aware | Simple, direct call to action | Compare your benefits to competitors | Build trust with testimonials | Highlight your product’s innovation |
| Most Aware | Create urgency to buy | Reinforce your brand dominance | Offer exclusive incentives | Appeal to their desire for the newest and best |
Market Awareness & Market Sophistication Levels
Your audience isn’t all at the same stage of awareness or sophistication. Here’s how to identify where they are and what messaging will drive results:
Market Awareness Stages:
- Unaware: They don’t even know they have a problem yet.
- Problem Aware: They know the problem but not the solution.
- Solution Aware: They’re searching for solutions but don’t know about your product.
- Product Aware: They’re weighing your product against competitors.
- Most Aware: They’re ready to buy—they just need the right push.
Market Sophistication Levels:
- Level 1 (Unsophisticated): Fresh market. Keep your messaging simple and clear.
- Level 2 (Moderately Sophisticated): Competition is growing. You need to differentiate.
- Level 3 (Highly Sophisticated): Saturated market. Differentiation is key.
- Level 4 (Innovators & Early Adopters): Always looking for what’s next. Bring innovation.
Understanding The Stages of Market Awareness
- Unaware
The audience is not aware they even have a problem. They’re the largest segment of the awareness spectrum, but they’re also the hardest audience to convert.
- Problem Aware
This is the segment of users that is aware they have a problem. They typically explore their problem by searching online for answers, such as: What is it exactly? Where did it come from? Are there effects I’m not aware of? Do others have the same problem? What can I do to fix it?, etc…
- Solution Aware
These are audiences that are starting to get answers on how to solve their problem, they are getting exposed to all the possible solutions. But they still don’t know about what you offer.
- Product Aware
Audiences that are aware of the solutions to solve their problem and are exploring them all, including yours.
- Most Aware
Audiences fully aware about what you offer but haven’t purchased yet. They’ve likely visited the website, are aware of the offers, and are tuned into what competitors are offering as well.
Understanding Market Sophistication Levels
Market sophistication describes a level of buyer awareness in the marketplace. It’s used to check whether anyone’s marketed similar products or services before.
Think of it as how much experience customers have with a product or service. Market sophistication determines how you write your copy and market your offer.
A lower level of market sophistication indicates that there’s little competition. There are few (or no) products or services like yours available to your target market. Example: Kickstarter products
The lower levels of market sophistication are easier to work within. Less competition means it’s easier for your offer to stand out. The problem is that it’s harder to come up with an offer that’s different than other offers on the market.
A higher level of market sophistication indicates that you’re in a competitive market. Many products or services currently on the market resemble yours. You’ll want to measure market sophistication to craft messages that speak to your market. Examples: Skincare, supplements, etc…
At higher levels of market sophistication, it’s difficult to compete, because consumers are well aware of alternatives or similar solutions. You’re also more likely to find yourself in the higher levels with most offers. Unless you come up with a brand new product or service, you’ll have to deal with fierce competition.
Step 1: Identify Awareness Levels
- Are they actively seeking a solution to a problem they’re facing?
- If no, they are likely Unaware.
- If yes, proceed to question 2.
- Are they aware of the potential solutions available to them?
- If no, they are likely Problem Aware.
- If yes, proceed to question 3.
- Are they familiar with your specific product or service?
- If no, they are likely Solution Aware.
- If yes, proceed to question 4.
- Are they convinced that your product or service is the best solution for their needs?
- If no, they are likely Product Aware.
- If yes, they are likely Most Aware.
Step 2: Identify Sophistication Levels
- Is your product or service in a relatively new or emerging market?
- If yes, your audience is likely Unsophisticated.
- If no, proceed to question 2.
- Do your potential customers have some familiarity with products or services like yours?
- If yes, your audience is likely Moderately Sophisticated.
- If no, proceed to question 3.
- Are your potential customers well-informed and experienced with products or services like yours?
- If yes, your audience is likely Highly Sophisticated.
- If no, proceed to question 4.
- Are your potential customers actively seeking out the latest and most innovative solutions in your market?
- If yes, your audience likely consists of Innovators/Early Adopters.
- If no, reassess the previous questions to determine the most appropriate MS level.
Step 3: The Framework Finder
Now that you have your Awareness and Sophistication levels, use the table below to find the right video framework test in your next video ad.
| Levels |
Unsophisticated |
Moderately Sophisticated |
Highly Sophisticated |
Innovators & Early Adopters |
Unaware |
Frameworks: FOMO, PAS, DOCS
Focus on identifying the problem and consequences. Provide basic education and introduce your solution |
Frameworks: SCR, QUEST, Hero’s Journey
Highlight the prevalence and impact of the problem. Introduce your solution as a trusted and effective approach |
Frameworks: Hero’s Journey, AIDA, TPE
Emphasize the hidden costs and long-term effects of the problem. Position your solution as a game-changer in the industry |
Frameworks: EFSB, Epiphany Bridge
Focus on the innovative and disruptive aspects of your solution. Highlight how your solution addresses an unrecognized need |
Problem Aware |
Frameworks: PSB, PAS, DOCS
Agitate the problem and emphasize the benefits of solving it. Provide clear and simple explanations of your solution |
Frameworks: BAB, CUBO, QUEST, HIW
Compare your solution to common alternatives. Offer social proof and real-life examples |
Frameworks: FAB, AIDA, HIW
Highlight the advanced features and superior results of your solution. Provide detailed case studies and expert endorsements |
Frameworks: EFSB, IRPA
Emphasize the cutting-edge and innovative aspects of your solution. Offer exclusive early access or beta testing opportunities |
Solution Aware |
Frameworks: PSB, PAS, Listicle
Focus on the simplicity and ease of use of your solution. Provide step-by-step guidance and support |
Frameworks: CUBO, FAB, HIW
Highlight the specific benefits and advantages of your solution.Use Vs. Alternative themes to compare your unique value proposition to alternatives. Offer limited-time promotions or bundles |
Frameworks: TPE, QUEST, SUE, HIW
Emphasize the advanced customization and integration capabilities of your solution. Provide in-depth product demos and user guides |
Frameworks: EFSB, IRPA, Transformative Journey, SUE
Focus on the groundbreaking and revolutionary potential of your solution. Offer co-creation or beta testing opportunities with exclusive perks |
Product Aware |
Frameworks: PUDF, AIDA, Listicle, FABU
Reinforce the key benefits and unique selling proposition of your product. Provide clear and compelling CTAs with risk-free trials or guarantees |
Frameworks: TBOU AIDA, CUBO, FOMO, SUE, HIW
Highlight the social proof and trust signals associated with your product. Offer limited-time discounts or bonus incentives |
Frameworks: TPE, QUEST, FOMO, SUE, HIW
Emphasize the advanced features and integrations of your product. Provide in-depth case studies, believable positive results, ROI calculators, etc… |
Frameworks: EFSB, IRPA, SUE, FOMO, HIW
Focus on the exclusive and cutting-edge aspects of your product. Offer personalized or customized solutions |
Most Aware |
Frameworks: PSB, PUDF, FABU, OCP, FOMO
Focus on a strong, benefit-driven CTA. Offer risk-free trials or money-back guarantees |
Frameworks: TBOU, AIDA, TBU, FOMO, SUE
Reinforce the unique value proposition and social proof of your product. Provide limited-time offers or exclusive bonuses |
Frameworks: FABU, SUUP, TEU, FOMO, SUE
Highlight the advanced features and superior performance of your product. Offer personalized demos or consultation sessions |
Frameworks: EFSB, IRPA, SUE, TEU, FOMO
Emphasize the innovative and game-changing potential of your product. Provide early or exclusive access to new features, bundles, or upgrades |
Coming Soon: Framework Details for Levels Awareness/Sophistication
Over the coming weeks we are launching articles detailing the above frameworks based on where the persona lands in the levels of awareness/sophistication. We’ll be starting with the levels most common in direct response marketing, and expanding out. As we do, we’ll update this article to link out to those framework details!
Test Frameworks with Videos Made For You By Growth Experts
Whether you need UGC, videos, images, or landing pages, we’re here to help you produce assets that convert across platforms like Instagram, Facebook, TikTok, and more.
Your Growth Marketing Team: When you partner with Primer, we handle everything— strategy/roadmapping, production, reporting, and (optional) media buying to hit your growth goals. You focus on your business; we’ll deliver the wins.
Creative On-Demand: Your go-to marketing creative platform subscription to request UGC, videos, images, and landing pages produced by top marketing creative strategists & designers who know what converts.
TikTok and Instagram Reels have redefined what a “good ad” looks like.
Native-feeling content helps disguise your ad as a regular post, and more and more of our partners are seeing success mixing native social media elements into their ads. Even on Meta.
We’ve run thousands of ad tests across Facebook, Instagram, TikTok, and other channels, and we’ve found that ads that mix native social elements into the creative consistently outperform brand-driven creative.
But how do you drive conversion while staying native to the platform? Can funny voiceovers really sell products? Yes!
Here are 9 winning video ad templates that consistently win across multiple channels (not just TikTok).
Elements of a Winning Video
Before we dive into specific templates you can use and scale for your own videos, let’s talk about the do’s and don’ts of social media video ads.
There are a few key things that we’ve seen work no matter which video ad templates you pick:
Video Ad Templates:
Now that you know the do’s and don’ts of creating winning video ads, it’s time to start creating your video ad. Here are 9 frame-by-frame video ad templates you can easily copy for your social ads!
1) User-Generated Content (UGC)
What it does: Showcases how consumers have benefited from using this brand. Imitates the “native” feeling of organic platform posts. Draws on the best parts of TikTok-style ads.
The Formula — How to structure your video:
Example:
https://goprimer-1.wistia.com/medias/indqm2q9cd?embedType=async&videoWidth=400
How the example uses the formula:
2) Vs. the Alternative
What it does:
Positions the brand as the superior choice to the alternative options. Compares your brand to your competitor’s or your product to an alternative solution.
Tip: Be specific about what makes your product great. Directly contrast it with the alternative. Some examples of what to highlight:
- Lower price
- Easier to use
- Higher quality
- Healthier or more environmentally friendly
The Formula — How to structure your video:
Example:
https://goprimer-1.wistia.com/medias/xj7rhbybd0?embedType=async&videoWidth=400
How the example uses the formula:
3) “Made Easy”
What it does: Positions your product as the EASIEST possible solution to a customer’s problem. Shows that looking/feeling/performing better doesn’t have to be difficult. Other people just like you are already benefiting from trying something new.
Tip: Highlight how the process works in short, simple steps. Reinforce the simplicity with testimonials focused on ease of use.
The Formula — How to structure your video:
Example:
https://goprimer-1.wistia.com/medias/5pssjxmi4i?embedType=async&videoWidth=400
How the example uses the formula:
4) Buyer Decision Questions (BDQ)
What it does: Answers the most important Buyer Decision Questions (BDQs) that potential customers would ask themselves during the purchasing process.
Tip: Be clear and concise; use UGC/social proof to demonstrate the core benefits of the product or service. Can also format as “3 or 5 reasons why X”.
The Formula — How to structure your video:
Example:
https://goprimer-1.wistia.com/medias/7jbaxakoxd?embedType=async&videoWidth=400
How the example uses the formula:
The video answers some core BDQs, particularly:
- How many pieces do I rent at a time?
- Are there any discounts if I want to buy the pieces I try?
- What’s the benefit of renting vs. buying?
5) Press + Testimonials
What it does: Uses press quotes and customer testimonials in creative to tell the story of how and why the product works. It provides social proof and validation that the product works and that customers love it.
Tip: An easy way to implement it is by showing UGC with a voiceover of a customer giving an honest product review. You can also use UGC footage with shortened testimonials/benefits laid over in text.
The Formula — How to structure your video:
Example:
https://goprimer-1.wistia.com/medias/cofx9va9d9?embedType=async&videoWidth=400
How the example uses the formula:
6) How To
What it does: Explains to customers how to solve a key problem and presents your product as the solution. This can be humorous or more didactic.
The Formula — How to structure your video:
Example:
https://goprimer-1.wistia.com/medias/kqs1qg4k2r?embedType=async&videoWidth=400
How the example uses the formula:
7) Montage
What it does: Relies heavily on product shots and product UGC to sell the product. This type of shot is inspired by TikTok and Instagram Reel trends of syncing images/video to music.
Tip: This is best for brands with a wide range of product offerings or color options for one core product. Since it’s focused on the aesthetics of the product or quick shots of the product in action, it’s less beneficial for brands that need an extensive explanation of what their product is and how it works.
The Formula — How to structure your video:
Example:
https://goprimer-1.wistia.com/medias/rzqofi198e?embedType=async&videoWidth=400
How the example uses the formula:
8) Sales Q
What it does:
Uses an FAQ-style to address sales questions head-on, with answers that help guide a user past their purchase objections.
Tip: Lay out questions in a conversational way, how potential customers would actually ask them. Answer in a genuine, natural way.
The Formula — How to structure your video:
Example:
https://goprimer-1.wistia.com/medias/8b10n1l3bz?embedType=async&videoWidth=400
How the example uses the formula:
9) Native Style
What it is: Imitates organic posts. These styles of ads generally get more engagement and shares.
The Formula — How to structure your video:
Best Native Content elements to include:
- Instagram/TikTok-style captions
- TikTok filters (e.g. green screen)
- Ask boxes
- Stickers
- Polls
- UI elements (e.g. stylizing like a text message)
- Channel-specific trends
Example:
https://goprimer-1.wistia.com/medias/rp1o9holyn?embedType=async&videoWidth=400
How the example uses the formula:
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It’s Your Turn to Use these Ad Templates that Convert
There you have it: 9 detailed video ad templates for your next social media video ad.
As the advertising landscape keeps changing, it’s important to test new styles in addition to your tried-and-true creative. We’ve included UGC in almost every example because that’s what we’ve seen working across the board. You might easily swap the UGC for a founder’s story or more polished product videos from your team.
If you have any questions about the new style of social media ads (and why they work!), we’re here to help.
Book a free consultation to learn how creative testing can help you hit your growth goals. And stay tuned for exciting updates on new Primer offerings!