<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Creative Formats Deep Dive

> Master every ad format and know when to use each one.

---

## UGC (User Generated Content)

Polish sweet spot: too polished → "This is an ad" (skepticism); too rough → distrust; natural → trust.

### UGC Structures

| Structure | Opening | Middle | Close |
|-----------|---------|--------|-------|
| Problem-Solution | "I used to struggle with [problem]" | "Then I found [product]" + demo | "Now I [outcome]" + CTA |
| Testimonial | "Okay I have to tell you about [product]" | "I was skeptical but..." + proof | "Honestly, it's amazing" |
| Day-in-the-Life | "Come with me to [activity]" | Product naturally appears in context | Subtle or explicit recommendation |
| Unboxing | "[Product] just arrived!" | Open, reveal, genuine reaction | Quick use demonstration |
| Tutorial | "Here's how I [use product] for [outcome]" | Walk through steps | Show end result |

### UGC Hooks

```text
"Okay I need to tell you about..."
"I was today years old when I discovered..."
"Why did nobody tell me about this sooner?"
"My honest review of [product]"
"If you're like me and struggle with [problem]..."
"This is the best purchase I've made this year"
"You need this if you [situation]"
```

### Finding and Briefing Creators

| Platform | Type | Price Range |
|----------|------|-------------|
| Billo | Video UGC | $100-300/video |
| Insense | All UGC | $150-500/video |
| Trend | Curated creators | $200-600/video |
| Minisocial | Bulk UGC | $1,500-3,000/package |
| Fiverr/Upwork | Budget | $50-200/video |

**Pricing by creator tier (2026):**

| Creator Type | Per Video |
|--------------|-----------|
| Micro (1K-10K followers) | $100-250 |
| Small (10K-50K followers) | $200-500 |
| Medium (50K-200K followers) | $400-1,000 |
| Large (200K+ followers) | $1,000+ |
| Professional UGC actors | $150-400 |

**Creator Brief Template:**

```text
BRAND: [Name] | PRODUCT: [What it is] | WEBSITE: [URL]
TARGET AUDIENCE: [Age, gender, interests, pain points]
KEY MESSAGES: [Main benefit] / [Secondary benefit] / [Differentiator]
VIDEO STYLE: [Testimonial/Tutorial/Unboxing/etc.]
MUST INCLUDE: Product in use, [specific feature], mention [key benefit], CTA: [action]
MUST AVOID: Competitors by name, [restrictions]
SPECS: [X-Y seconds], vertical 9:16, 1080x1920 min, clear audio
DEADLINE: [Date]
```

---

## Founder/Talking Head

**Best For:** Brand trust, complex products, B2B/SaaS, differentiation (no competitor can copy your founder), retargeting.

### Setup Options

| Level | Camera | Audio | Lighting |
|-------|--------|-------|----------|
| Budget | iPhone (4K) | Lav mic ($20-50) or AirPods Pro | Natural window or ring light |
| Better | Sony ZV-1 or mirrorless | Rode Wireless Go II | Key + fill lights |
| Best | Professional/cinema | Shotgun mic + boom | Three-point setup |

### Script Frameworks

| Framework | Script |
|-----------|--------|
| **Problem-Solution** | 0-3s: "Are you still [pain point]?" → 3-10s: "I was too. That's why I built [product]." → 10-20s: "[Product] helps you [benefit] by [how]." → 20-30s: "[Social proof]" → 30-35s: "Try it free at [CTA]" |
| **Origin Story** | 0-5s: "Three years ago, I was [frustrated situation]" → 5-15s: "I tried everything: [list]" → 15-25s: "So I built [product] to [solve it]" → 25-35s: "Now [X] people use it to [outcome]" → 35-40s: "Join them at [CTA]" |
| **Myth-Busting** | 0-3s: "Everyone thinks [common belief]. They're wrong." → 3-15s: "The truth is [contrary reality]." → 15-25s: "That's why [product] does [different approach]." → 25-30s: "See for yourself: [CTA]" |

### Authenticity vs Polish

| Element | Authentic | Over-Polished (Avoid) |
|---------|-----------|----------------------|
| Script | Bullet points, natural language | Word-for-word teleprompter |
| Delivery | Conversational, some stumbles OK | Robotic, overly rehearsed |
| Setting | Real office/workspace | Fake corporate set |
| Edits | Clean but not over-cut | Hollywood transitions |

**B-Roll pattern:** `Talking head (3s) → B-roll (2s) → Talking head (3s) → B-roll (2s)...`

---

## Static Images

**Styles:** Lifestyle photography, product hero shots, graphic/designed (bold typography), screenshots/data (results, before/after), meme/native style.

**Text Overlay:** Keep key message in ~20% of image. Hierarchy: HEADLINE → supporting text → CTA (contrast color). Min 24px on mobile, high contrast, max 2 font styles.

### Comparison Images

**Us vs Them:**

```text
[OLD WAY]          [YOUR WAY]
❌ Pain point       ✅ Solution
❌ Pain point       ✅ Solution
```

**Feature Comparison:**

```text
          [US]    [THEM]
Feature 1   ✅       ❌
Feature 2   ✅       ⚠️
Price      $XX     $XXX
```

**Compliance Note:** Before/after for weight loss, health, financial results may be restricted. Check Meta's policies.

---

## Carousels

**Best For:** Multiple products, step-by-step processes, feature showcases, storytelling, portfolio/case studies.

**Optimal Card Count:** 3-5 (users rarely swipe past 5). First card must work standalone.

### Card Sequencing

**Hook → Benefit → Benefit → Proof → CTA:**
Card 1: Attention-grabbing hook | Cards 2-3: Benefits | Card 4: Social proof | Card 5: CTA + offer

**Mini-Story:**
Card 1: Setup (problem) | Card 2: Conflict (why it's hard) | Card 3: Solution | Card 4: Resolution | Card 5: CTA

---

## Video Formats

### Aspect Ratios by Placement

| Aspect Ratio | Best Placements | When to Use |
|--------------|-----------------|-------------|
| 9:16 (Vertical) | Stories, Reels | Mobile-first, highest engagement |
| 4:5 (Tall) | Feed | Good all-around mobile |
| 1:1 (Square) | Feed | Works everywhere |
| 16:9 (Landscape) | In-stream | Desktop, YouTube-style |

**Recommendation:** Create in 9:16, adapt to other ratios.

### Length by Objective and Placement

| Placement | Awareness | Consideration | Conversion |
|-----------|-----------|---------------|------------|
| Feed | 15-30s | 30-60s | 15-30s |
| Stories | 15s | 15s | 15s |
| Reels | 15-30s | 15-30s | 15-30s |
| In-stream | 30-60s | 60-120s | 30-60s |

### Captions

**80% watch without sound. Captions are mandatory.**

- Burned-in preferred; SRT files as backup
- White or yellow text with black outline/shadow, min 5% of screen height
- Placed in lower third, not covered by UI; create for sound-off, enhance for sound-on

---

## AI-Generated Creative

| Category | Tool | Best For | Quality |
|----------|------|----------|---------|
| Image | Midjourney | Artistic, lifestyle | High |
| Image | DALL-E 3 | Realistic, product | High |
| Image | Adobe Firefly | Commercial use | High |
| Video | Runway | Short clips, effects | High |
| Video | Pika | Animation, style | Medium-High |
| Video | HeyGen | Avatar videos | Medium |

**Good use cases:** Lifestyle backgrounds, product mockups, concept visualization, B-roll, thumbnail variations, quick iteration testing.

**Poor use cases:** Replacing real testimonials, detailed product photography, founder/person content, anything requiring trust.

**AI + Human hybrid:** AI generates background/variations/B-roll → Human overlays real product, selects/edits, cuts with real footage.

**Legal:** FTC requires disclosure of AI-generated endorsements. Check tool's commercial use rights. Avoid generating copyrighted characters/brands.

---

## Format Performance by Placement

| Format | Feed | Stories | Reels | Audience Network |
|--------|------|---------|-------|------------------|
| Single Image | Great | Great | OK | Great |
| Carousel | Great | Great | No | OK |
| Video | Great | Great | Great | Great |
| Collection | Great | No | No | No |

### Format Selection Guide

```text
Single key message?          → Single image or short video
Multiple features/products?  → Carousel
Complex story/demonstration? → Video (30-60s)
Quick attention + action?    → Short video (15s) or bold static
Product catalog browsing?    → Collection or Dynamic Product Ads
Social proof/testimonials?   → UGC video or quote static
```

### Testing Format Hypothesis

```text
Ad Set 1: Same message, Video format
Ad Set 2: Same message, Static image
Ad Set 3: Same message, Carousel

Run 5-7 days, compare: CPM, CTR, CPA
```

---

*Next: [Hooks](hooks.md)*
