← Playbooks
Creative · 18 min
Short-form Video Ads
Playbook for 15-30 second video creative across platforms.
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Tools
CapCutDescriptMeta Ads Manager
Why it works▾
The first 2 seconds of video is a UX problem, not a creative one.
Full playbook▾
The 2-second hook
Visual + auditory pattern break within 2 seconds. Face on screen, text overlay, tension in the voiceover.
Story beats
Hook → problem → shift → demo → proof → CTA. 4-6 beats, one shot each.
Captions
Design for sound off. Every claim reinforced by on-screen text. Every second earns its place.