Want to know the real reason why some brands keep producing winning creatives over and over again?

It’s simple: their ads follow a clear structure that sets them up for success from the very beginning. And it’s as easy as: 

  1. Hook attention fast
  2. Frame the problem clearly
  3. Introduce the product as the solution
  4. Prove it with UGC, demos, or reviews
  5. End with a confident CTA

Today, we’re breaking down our best-performing video ads and showing why each moment works.

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Hook attention fast

Let’s start with the most important moment in your ad: the first 3 seconds.

If your viewer doesn’t stop scrolling, nothing else matters. That’s why every winning creative we’ve produced starts with a powerful hook: something that immediately grabs attention, feels native to the platform, and sparks curiosity or emotion. 

Catching other’s attention may be the most difficult step on this list… You need to create a hook that’s that’s impossible to ignore... 

Some of the visual hooks driving results right now include:

  • Extreme close-ups that instantly feel intimate and intriguing.
  • Before-and-after transformations shown side-by-side.
  • Unexpected actions deliver a shock factor that breaks the scroll. Surprise wins attention.
  • Text overlays with bold, urgent statements.
  • Quick POV shots that make the viewer feel part of the scene.

And if you’re not feeling inspired, we have a list with 101 hooks that will get you more clicks and 10 visual hooks that are trending right now. 

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Let's analyze this hook. Within one second, an action forces you to keep watching.

Something surprising happens. And it makes you think "what just happened?" and your eyes get locked onto the screen, waiting to see what comes next. Your curiosity takes complete control.

That's exactly what good hooks do: they hook you.

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Frame the problem clearly 

Once you’ve hooked your audience, your next job is to make them care. That’s where framing the problem comes in. 

People don’t buy products: they buy solutions to problems they feel, see, or experience every day. If the viewer doesn’t recognize themselves in the problem you’re describing, they won’t feel motivated to keep watching, let alone click, visit your landing page and make a purchase. 

When you describe their pain points with precision, it builds instant trust.

And this is very important, as people can’t buy something they don’t trust or believe in. 

The real struggle isn’t just hooking your audience fast, it’s also making sure you show them the problem before their attention slips away. 

💡Pro tip: weave the problem into the hook itself whenever possible. This way, you grab their attention and make the problem instantly relatable in the very first seconds. 

In this example, the hook itself speaks about the problem, “As someone always on the go, I needed a haircare product that travels as well as I do”. By being always on the go, you need haircare that adapts to that lifestyle, so liquid shampoos are not the greatest option…

 
Introduce the product as the solution

Let’s keep walking through the same example as above. 

The speaker has a clear problem: because of their lifestyle, they can’t use traditional haircare products. And almost immediately, they present the product as the fix: “That’s why I discovered Ethique’s shampoo bars.” In just a few seconds, the viewer understands the problem and sees a potential solution.

So, moving to the solution quickly matters for two reasons: 

  • Social media attention spans are brutally short. Even hooked viewers scroll away quickly. Curiosity fades fast.
  • Early product placement anchors your solution in engaged minds. This means that even if they don’t watch the entire ad, they’ve already made the mental connection between their problem and your solution.

In the best of the cases, the users are not going to finish watching the ad, but they will click on it and land to your LP. The 50% Video view may drop, but your CTR should increase, which is good news. 

Introducing the product as the solution is a very important part of the ad, because the user will decide whether to click or not, and if they click and feel convinced, they are most likely going to convert. 

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Use social proof 

Who doesn’t use social proof in 2025 is seriously behind. 

This is one of the most powerful ways to build trust in a crowded digital world. And it’s simple: you just need to show someone using the product, real reviews, UGC…

However, with AI rising, many brands are now creating “social proof” that’s partially or fully AI-generated… and we can notice that. The problem? This kind of AI-made social proof often feels fake, and even if it’s extremely well executed, it just doesn’t compare with real social proof. 

The key is to integrate social proof naturally into your ad. Show real people sharing their experiences, highlight before-and-after results, or use candid reactions. When viewers see proof that others like them have found value, it makes your product feel less like a risk and more like a smart choice.

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End with a confident CTA 

The CTA is a most crucial moment in your video ad. And sometimes, is often forgotten. 

After you’ve hooked your audience, framed the problem, introduced your solution, and built trust with social proof, the CTA is what turns all that engagement into real results. Without a strong CTA, even the best-crafted ads can fall flat, leaving interested viewers unsure of what to do next. 

But not all CTAs are created equal. The best CTAs are tailored to your brand’s voice, values, and audience mindset. While “Shop Now” or “Buy Today” might work well for some direct-response campaigns, others require a softer approach. 

For example, a wellness brand might use a longer CTA like, “Ready to change your life? Start your journey to better health with us today.” This kind of CTA doesn’t just push for a sale; it invites the viewer into a transformation, aligning perfectly with the brand’s mission. Your CTA should feel like a natural next step, not a hard sell.

Context matters too. Where your audience is in the customer journey should influence how you phrase your CTA. For cold audiences, a simple “Learn More” can work. For warmer audiences who already know you, a direct “Get Yours Now” is more appropriate. The key is to remove friction and make it crystal clear what you want your viewer to do. 

It’s also important to remember that many viewers don’t watch your entire video, so it’s smart to include a subtle CTA around the halfway point of your video. This mid-roll CTA can be a quick visual cue, a brief on-screen text, or a gentle verbal prompt inviting viewers to take action without disrupting the flow. This tactic helps capture those who might not reach the end but are already interested enough to engage early.

There are thousands of CTA you can try… But if you need some inspo, we have a list of 25 CTAs for you. 

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How to Create a Top-Performing Video Ad

Creating a high-converting video ad isn’t about luck or guesswork, it’s about mastering a clear, repeatable formula. From grabbing attention in the first three seconds with a compelling hook, to framing the problem in a way your audience truly relates to, and introducing your product quickly as the solution, every step plays a vital role. Adding authentic social proof builds trust and credibility, while a confident, well-crafted call to action guides viewers to take the next step.

Now it’s your turn. Use these principles to craft your next video ad, test different hooks and CTAs, and watch your engagement and conversions soar. Because in the world of digital advertising, having the right formula isn’t just an advantage — it’s essential.

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Partner with Growth Experts

Creating video ads shouldn’t be a difficult and time-consuming task and that’s exactly why we’re here. At Primer, we specialize in crafting videos, images, landing pages, and UGC that actually convert, delivering real, measurable results. We have partners with big brands like Jocko Fuel, Sunday and more.

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.

Get in touch today »