The Best Facebook Ads
from last year

This hook works great because it depicts a very particular problem for the target audience effectively, and fast, in just 2 seconds.

Again, the movement of the camera getting closer to the subject helps to stop the scroll.

Going for a very defined hook that describes the pain point, and moving to the “5 reasons why” works great because it allows the video to breakdown the message in 5 different parts, (reason) which pushes the idea that the product is the one to get in order to solve that pain point. 

The comparison between this product and the competitors is a great extra boost to the initial concept of the ad. 

The CTA starts with the very fun and direct “which one would you choose” from there the simple “shop now” showing the product works pretty well. 

Extra point for the use of native text and text boxes to keep the organic style of the ad. 

The what I ordered vs what I got has been a proven high-performing hook and ad concept for the past few months. Applicable to any product, and easy to replicate, this is definitely one to try. 

The whole idea of this ad framework (what I ordered vs what I got) is to highlight the features and experiences with your product from a very organic and personal perspective. That is why this video ad has plenty of organic looking clips aimed at telling the experience of a real customer. 

The voice over sound genuine and fun, and the text boxes highlight the right keywords to make sure the message come across even if you play the ad muted

Great use of the organic voice over to push the offer, and great use of the screen recording to make the experience much more realistic. 

Extra points for the use of strategically-placed emojis. Plus, a puppy always helps!

This hook stops the scroll because of the clean visual with the right product setting (kitchen) and the super simple and organic textbox “meet the minis!”

The idea of introducing the product by having someone just placing it in the frame is great! Did you know that there are studies proving that having someone touching the product you are advertising increases the chances of a successful purchase? Well, this is the case with this ad and product. 

Grabs your today! Not as direct as shop now, but it definitely feels more of a personal request rather than an overused CTA. 

Really cool lighting that makes the video super crisp and beautiful to look at!

This really exaggerated presentation of the pain problem is always great when we are dealing with short attention spans. Exaggerate the pain point, make it visual, and you get yourself a winning hook

This framework is what we call US vs Them. Throughout the ad, they are always trying to highlight the benefits of using their product, and the drawback of the competition. This ad uses really clever split screens and transitions to convey this message. 

The use of a simple background with the shop now CTA works great after such a dynamic ad. 

Extra points for the use of captions and emojis to keep the ad organic! 

This is a very clever use of a text hook we have seen around. It’s performing really well, and you can use it for any product out there. The “curious” + the how to question addressing the main pain point is not only easy to understand but it’s also a great stop scroller. 

The idea of this ad is to present a very genuine and complete testimonial, with a framework that keeps you watching. The combination of very organic narrative, split screen to show the before and after, and the clever way the benefits are presented make for a pretty good UGC ad. 

Love how they maintain the organic font and style for the CTA. This is how this UGC ad remains organic and trustworthy. 

The use of captions throughout the video!

The first-person POV + the product + movement works great as a hook!

The idea of what we call a “visual testimonial” works great for this brand and product. Having all the shots from the first-person perspective adds to the interesting visual quality of the ad, and the whole “demonstration” of the product seems very natural and real, which is the whole point of the ad. 

The simple SHOP NOW is great after such a dynamic ad, it is a great way to boost the CTA performance. 

Love the bold and clear lettering and short messages that make the whole ad stand out.

Flatlays are performing extremely well! Don’t forget static ads. The way this hook works is by creating a visual with different colors and textures that disrupt your feed enough to stop the scroll. Very effective.

This flatlay is really clever because it links the drink (product) with the idea of organic, natural ingredients and health. They do that with the use of elements such as fruits, seeds and the wooden surface around the product.

The way the question is presented on top, and the discount is at the bottom follows the ideal path that the eye of the viewer will follow when watching the static ad. 

Love how they play with a bit of depth of field and blurry background to make the product and text pop. 

An interesting image that makes you wonder what the ad is gonna be about + the movement with the stop motion which has been proven as a great hook concept, works great for this ad. 

We really like how they address you directly with the “slice it, shape it,  cube it” it comes across as a very clear message, and it makes it almost personal.

Again, showing the trends we have seen, the simple plain background with the logo of the brand works well at the end of the video. The ad itself has a native FB button “shop now”

Really cool combination of animation and movement that keeps you watching. 

We love how this ad uses positioning, visual objects, contrast and lighting to create a very interesting visual that is both very telling and attention grabbing. 

This is another ad example that uses natural/organic objects to link the product to the idea of organic, healthy and natural lifestyle. 

The native Facebook CTA used is the Learn more. This is a great use of this CTA as it follows the idea of the ad which is describing the product as one made of 10 ingredients. It makes your curious and having the CTA is an opportunity to actually discover what those 10 ingredients are all about. 

Love the use of top and bottom text split by the product itself to keep the message of the ad readable and clear. 

A super interesting visual serves as a great hook for this static ad, as you immediately wonder what this image is all about.

This ad is the perfect example of the concept of show, don’t tell combined with the idea of focusing on the benefits, not the features. 

We love how this split screen tells you, this shoe is for every environment and lifestyle out there, and it will allow you to have the all-in-one-shoe we all desire.

The call to action of this ad is very clever. Instead of telling you, buy now, they are going for a more sentimental CTA. What the ad is telling you to do is to give you the opportunity to get a shoe that fits every person, and any condition you throw at it. Whether it is getting wet, walking outdoors, or living the city life, you have that choice, and that choice is the product. 

Love the use of depth of field to blurred the background, and keep the product in focus, making it the start of the static ad.