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!
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