Reaching innovators and early adopters is a critical step in any successful advertising strategy. These audiences aren’t just looking for new products—they’re actively seeking solutions to their problems. But their expectations are high, and generic messaging won’t cut it. To win them over, you need ads that address their pain points and highlight your product’s unique advantages.
In this blog, we’ll explore how to structure paid ads for innovators and early adopters, introduce two video frameworks designed specifically for this market, and highlight the top platforms for advertising in 2025.
Understanding Innovators And Early Adopters
Stages of Technology Adoption
The technology adoption lifecycle splits consumers into five groups: innovators, early adopters, early majority, late majority, and laggards. Innovators and early adopters are the first to embrace new technologies or products, accounting for about 16% of the market.
- Innovators: Risk-tolerant, curious, and eager to experiment with groundbreaking ideas.
- Early Adopters: More pragmatic but still adventurous, they value solutions that align with their lifestyle and solve pressing problems effectively.
However, when we talk about Innovators and Early Adopters, we’re not just referring to tech enthusiasts. We’re talking about anyone who embraces innovation in any category —the first to try a new skincare product and leave a review, those constantly seeking the latest fashion trends to update their wardrobe, and so on.
Advertising to Innovators And Early Adopters
To appeal to these groups:
- Focus on Differentiation: Highlight how your product or service is superior to existing solutions.
- Emphasize Problem-Solving: Show you understand their pain points and offer a transformative solution.
- Leverage FOMO: Innovators and early adopters love being part of something exclusive and new.
- Provide Evidence: Testimonials, case studies, and data resonate with these audiences.
For these consumer segments, video ads are a compelling format to deliver high-impact messaging while capturing attention. Let’s dive into two frameworks perfect for engaging problem-aware audiences at this stage.
1. EFSB (Enemy – Failed Solution – Benefits)
This framework highlights the flaws in other solutions and positions your product as the superior choice.
- Enemy: Identify and describe the “enemy,” which could be a common problem, misconception, or ineffective solution that your target audience faces. This could be the challenges of producing quality ad creatives or the frustrations of managing multiple marketing channels effectively.
- Failed Solution: Discuss the typical solutions that have failed to adequately address this enemy. Highlight the limitations or frustrations these solutions introduce, making it clear why they aren’t sufficient. This creates context for why a new approach is needed.
- Benefits: Finally, present your product as the hero in this narrative. Outline the benefits and unique features that your offering provides, demonstrating how it effectively resolves the pain points associated with the enemy and the previous failed solutions. Emphasize the transformative results that users can expect by choosing your product.
Why it Works: Innovators and Early Adopters are often drawn to narratives that challenge conventional wisdom. By positioning your product as a transformative hero that delivers distinct benefits, you create a compelling case that aligns with their aspirations for cutting-edge solutions. This approach not only captures their attention. It also fosters a sense of belonging to a community that values innovation and improvement.
Example: Losing your memories is a nightmare for anyone (enemy). That’s why you store them as photos and videos, but if a tragedy like a flood or fire occurs, you could lose them (failed solution). That’s why we introduce a memory digitizer as your solution—by digitizing your media, your memories will be safe forever (benefit).
Let’s see this framework in action:
2. IRPA (Imagine – Realize – Prove – Act)
This framework guides potential customers through a journey where they first imagine their desired outcome, helping them visualize the benefits of a solution.
- Imagine: Encourage the audience to visualize the benefits and outcomes they desire from using the product.
- Realize: Help them understand how the product can address their specific needs and challenges effectively.
- Prove: Provide evidence, such as testimonials or case studies, to validate the product’s effectiveness and reliability.
- Act: Prompt the audience to take action, whether it’s signing up, making a purchase, or trying the service.
IRPA also works exceptionally well for retargeting campaigns by helping prospects who have already considered your product envision their problems being solved and building credibility with proof.
Why it Works: This framework works great for early adopters and innovators because it aligns with their mindset and decision-making process.
Example: In this case, we see how the “Imagine” refers to an understanding of why other major brands love Wantable. It then goes on to explain how this service makes their lives easier (realize) and, through social proof, both “proves” and “acts” at the same time.
BONUS: Where to Find Innovators And Early Adopters
As we all know, Innovators and Early Adopters are the first ones to try something new. That’s why they’re constantly searching for the newest solution to their problem but where can you find them?
You’ll often find them on platforms that cater to discovery, trends, and community engagement. Here are three of the best platforms to advertise to Innovators and Early Adopters in 2025:
TikTok
There is no doubt that TikTok is first place when it comes to finding Innovators and Early Adopters.
TikTok’s blend of short-form, high-engagement content and algorithm-driven personalization continues to make it a powerhouse for advertisers. Its focus on creativity and UGC aligns perfectly with consumer preferences in 2025.
Key Opportunities:
- Shoppable Content: In-app shopping integrations make it seamless for users to purchase directly from ads.
- TikTok Spark Ads: Allow brands to amplify organic UGC, building trust and boosting reach.
- AI-Enhanced Targeting: TikTok’s advancements in predictive audience modeling improve ad performance.
Fashion, beauty, health & wellness, and lifestyle brands perform especially well due to the platform’s visually-driven nature.
Check out this UGC example: strong hook, trendy music and an innovative product (tabs that you can take anywhere instead of normal superfoods). This example is looking for Early Adopters that want to try out those Superfoods Tabs.
Meta
Despite growing competition, Meta platforms remain critical for mass-market reach. With advanced audience segmentation and ad formats ranging from carousel ads to Reels, Meta offers a versatile toolkit for targeting problem-aware audiences.
Key Opportunities:
- Advanced AI-powered targeting for precision in reaching specific audiences.
- Engaging ad formats like reels, stories, and carousel ads to showcase products visually.
- Improved click-to-message campaigns for direct customer interaction.
YouTube
YouTube remains a leader for video content with over 2 billion monthly active users. Its diversification into Shorts (competing with TikTok) and live-streaming makes it a versatile advertising platform for brands targeting both short-form and long-form content consumers.
Key Opportunities:
- YouTube Shorts Ads: Tapping into the TikTok-style short video trend with massive reach.
- In-Stream Video Ads: Mid-roll and pre-roll ads remain effective for storytelling.
- Creator Partnerships: Influencer marketing continues to thrive on YouTube, with creators offering authentic integrations.
E-commerce, tech, education, and entertainment brands benefit from YouTube’s ability to educate, entertain, and convert users.
Reddit advertising has been experiencing exponential growth, earning its place on this list as a bonus platform for reaching innovators and early adopters. Why? Reddit’s niche communities make it an ideal platform to connect with innovators in specific interest areas.
Key Opportunities:
- Targeting by subreddit to ensure ads are shown to highly relevant, engaged audiences.
- Sponsored posts and discussions for authentic, conversational ad experiences.
- AMA (Ask Me Anything) sessions to build trust and credibility for new products.
Tech & Gadgets, Gaming, Health & Wellness, Finances… Those are just a few niches that are seeing Reddit as a blue ocean for advertising opportunities.
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 EFSB and IRPA, 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, creative production, reporting, and optional media buying—to achieve your growth objectives. You focus on your business while we deliver the results.
Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, video ads, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions.
Crafting the perfect video ad in the competitive supplement niche isn’t easy. There’s a lot of competition so standing out can be challenging and creative briefs often slow the process down.
But when it’s done right, a creative brief aligns teams, streamlines revisions, and ensures on-target ads that captivate and convert.
At Primer, we’ve crafted thousands of proven ad creatives over the years, and here are some of our templates.
Vs Alternative Template
This framework is by far one of the most used templates for the supplement vertical. By positioning your product as the best solution, it saves your audience the time and effort of comparing options, and gives you the chance to control the narrative.
Highlight your product’s unique advantages while contrasting it against alternatives. Whether it’s a competitor, a different solution, or doing nothing at all, this approach emphasizes why your offering is superior.
Try this framework for moderately sophisticated audiences that are ready to evaluate their options. By showcasing specific advantages like affordability, ease of use, or sustainability, you guide potential customers toward confidently choosing your product.
For example:
UGC Vs Competitors
UGC is vital for building trust and creating high-converting video ads. When real customers compare your product to their past experiences with other brands, it adds authenticity and credibility to your messaging, making it more relatable.
| Formula | Copy Example |
| Attention-grabbing statement | I’m breaking up with glucosamine and switching to Antinol Plus for my dogs joint health |
| Comparison | Antinol plus is made with powerful ingredients like green-lipped muscle and krill oil, working two weeks faster than other supplements.. |
| Benefit | Since I started giving my dog Antinol plus we’ve been hitting our trails with less stiffness and more energy. |
| Benefit | Their clinical studies show improvement in dog mobility in as little as 30 days. |
| Benefit | We’re getting more miles and having more fun. |
| Benefit | They’ve got a 30 day moneyback guarantee you’ve got nothing to lose |
| CTA | Check them out if you wanna keep your best friend without worry. |
No UGC? No problem: Use Comparison Lists
If you don’t have UGC yet, this template is a game-changer for supplement brands.
It works exceptionally well for both image and video ads, driving conversions and helping you stand out in a competitive market.
How It Works Template
The How It Works Framework is an incredibly effective tool we’ve tested for driving conversions. It simplifies the journey from problem to solution, breaking it down into actionable, easy-to-follow steps.
Using this framework effectively helps to demystify your product for potential customers, thereby reducing their hesitations and increasing their likelihood to convert.
It’s particularly impactful for middle-of-the-funnel and top-of-the-funnel audiences. These users may know about your product, but learning how it works gives them the clarity and confidence to take the next step.
For solution-aware audiences, it demonstrates why your product is the ideal choice compared to alternatives. For product-aware audiences, it highlights unique functionalities and advantages that set your product apart, helping sway their decision in your favor.
Here it is in action:
Simple Steps
Getting your supplements has never been easier with these 3 simple steps… That’s how this framework works.
| Formula | Copy Example |
| Attention-grabbing statement | Another ‘miracle’ weight loss claim?I was skeptical – but DrBrainRX CHANGED my mind |
| Step 1 | Free consultations with DrBrainRX’s team via online meetings |
| Step 2 | Got questions? They’ve got answers, plus they handle insurance and plans starting at $186/month |
| Step 3 | Post-consult, get meds delivered the NEXT DAY |
| Benefit | Customized program for your specific needs is the path to success |
| Benefit | Explore their 30-day satisfaction guarantee. |
| CTA | Nothing to lose but weight! |
Now take a look at this example: same niche, similar product, different approach.
Although we know UGC is key, if you don’t have any then you need to get creative. Screen recording is a major element to share steps. It’s easy and allows users to watch the process in real time.
| Formula | Copy Example |
| Attention-grabbing statement | 90% of women have menopause symptom relief within 4 weeks with Alloy |
| Media proof | As seen in… |
| Step 1 | Just complete a quick medical intake form |
| Step 2 | Receive a personalized treatment plan |
| Step 3 | Get medication delivered |
| Benefit | Their medical team is always there for ongoing support and education |
| CTA | Get a treatment plan in as little as 2 days with Alloy |
How I went from (…) to (…)!
This hook suggests a clear narrative of transformation, indicating a before-and-after scenario. Using this engages the audience by illustrating the process that allows for the change, making it relatable and understandable.
| Formula | Copy Example |
| Attention-grabbing statement | Here’s how I went from… To this. |
| Solution | Nootropic Brain Support |
| Benefits | 8-10 hours of focus, mental clarity and drive |
| CTA | Try Nootropic Brain Support |
Press/Testimonials Template
The Press/Testimonials Framework is a powerful way to showcase social proof and build trust with moderately sophisticated and most aware audiences.
By leveraging customer testimonials and press quotes, this template validates your product’s effectiveness and inspires confidence. It’s ideal for audiences evaluating their options or seeking reassurance before making a decision.
Mixing Social with Press proof
What makes this video effective is its simplicity and brevity. As the reviews appear, you see people working out, proving that using the Pre-Workout enhances their training.
⭐️Pro tip: using star ratings is always a great way to grab attention.
Social proof
Authentic testimonials of users that have used your product are essential for social proof. The more testimonials you have, the better.
Reviews
Reviews are always a smart choice for social proof. Real comments help users take action and build trust.
When users feel unsure, reading positive reviews can tip the scales and encourage them to make a decision.
🔥Pro tip #2: This kind of template works amazing for warmer audiences.
Buyer Decisions Questions (BDQs) Template
And last but not least we have BDQs.
This template is designed to address the most pressing Buyer Decision Questions (BDQs) potential customers ask before purchasing. It focuses on answering essential queries that alleviate concerns, clarify your product’s value, and guide prospects toward making a confident decision.
For moderately to highly sophisticated audiences, this framework is perfect for showcasing what sets your product apart. BDQs help highlight specific advantages, build trust, and remove doubts by providing clear, compelling answers backed by social proof or UGC. This template also works best for Product Aware consumers, since it offers an opportunity to reaffirm your product’s value and unique features.
X Reasons Why
X Reasons Why template simplifies decision-making. It’s an impactful way to address customer doubts, highlight your product’s key benefits, and guide prospects toward choosing your brand.
| Formula | Copy Example |
| 3 Reasons why | 3 Reasons why I love Ka’Chava |
| Benefit #1 | Whole body nutrition with everything needed |
| Benefit #2 | So EasyPerfect on the go meal |
| Benefit #3 | Good for your body and delicious |
| Social proof | As a woman over 40s who is in the best shape of my life, taking Ka’Chava shake everyday is my SECRET to giving my body the nutrients it needs to support my joints, bones and muscles. |
| CTA | 5 Incredible Flavors |
💪🏼Pro tip #3: Tiktok comment boxes are on fire! 🔥It makes your ads look native. What are you waiting for to use it?
| Formula | Copy Example |
| 3 Reasons why | 3 Reasons why Jocko Fuel Energy Drink is a big deal |
| Benefit #1 | Pure clean energy |
| Benefit #2 | No crash or jitters |
| Benefit #3 | No harmful preservatives |
| CTA | Get yourself a go. |
Time to Fuel Your Sales
Throughout this blog, we’ve explored various templates you can apply to your video ads to boost your conversions. Standing out in the supplement industry requires not just creativity but also a convincing approach. These proven templates give you the tools to captivate your audience and drive real results.
Always remember, that authenticity is key. Pair these proven templates with genuine messaging that resonates with your audience, and you’ll position your brand as a leader in the market. It’s time to fuel your sales—start implementing these strategies today!
Get Video Ads with These Templates Crafted By Growth Experts
From UGC to landing pages, Primer helps create high-converting marketing assets. Trusted by top brands like Jocko Fuel, Seven Cells, Ka’chava and more, we’d love to work with you to grow your revenue, and can partner in whatever way suits you best.
Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, creative production, reporting, and optional media buying—to achieve your growth objectives. You focus on your business while we deliver the results.
Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, video ads, 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!