What Makes a Video Ad Stop the Scroll?
On Facebook, Instagram and TikTok, your ad competes with friends, creators and every other brand in the feed. You have a moment to earn attention. The ads that win aren't always the most polished — they're the ones built for how people actually scroll.
Win the first few seconds
The opening is the most important part of the video. Start with movement, a bold statement, a question or the end result — not a logo or a slow intro. If the first moment doesn't make someone curious, the rest of the ad never gets seen.
Shoot for the phone
Short-form video is watched vertically on phones, often with the sound off:
- Film in vertical 9:16 so the video fills the screen
- Add on-screen captions so the message lands without sound
- Keep key text and faces away from the edges where app buttons sit
- Keep it short and cut anything that doesn't move the story forward
Make it feel native
Ads that look like normal content often outperform glossy commercials. Real people, real customers, behind-the-scenes clips and user-generated-style videos feel trustworthy and blend into the feed instead of screaming "ad".
One message, one action
Every ad should say one thing and ask for one thing. Book now, get a quote, shop the range — pick one. Then test several versions with different hooks; small changes to the first few seconds can make a big difference to results.
Quick answers
How long should a video ad be?
Short. Lead with the hook and cut anything that doesn't add to the message. Test a few lengths and let the results decide.
Do video ads need captions?
Yes. Many people scroll with the sound off, so captions make sure your message still lands.
Is UGC better than professional video?
Often, yes, for social ads. User-generated-style content feels more authentic and native to the feed. The best approach is to test both.