How to Actually Capture (and Keep) Attention

A few days ago…

I was doing some research while doom-scrolling through Instagram Reels. You probably know how addictive they can be, and how dangerously easy it is to lose track of time.

But when viewers are spending that much time there, it creates an opportunity for you as an advertiser or marketer. Attention is locked in. It’s a chance to find new clients or leads.

One particular video caught my attention:

You’re seeing it here just a frame, but it’s actually a video split into three segments, each showing a different level of a specific football trick.

The viewer can’t absorb all three levels at once, so they need to rewatch the video multiple times to see each technique and likely a few more times to compare and learn from them.

It might seem like a gimmick, but it’s actually a smart way to engage users and hold their attention. Just imagine how many other contexts could benefit from a structure like this:Cooking tutorials, product packaging reveals, “right vs. wrong vs. surprising” breakdowns. The possibilities are endless.

Yet, most ads still look like this:

Wrong format, unclear messaging, poor imagery (the cheap rendering of the Yacht), even the text is cut! Nothing gives me good vibes and the will to know more about this offer.

But even more established brands are still using very old rules, and not embracing the algorithmic nature of Instagram and the whole Meta universe.

Shopify is wasting a lot of space with non-optimized ads. Dull messaging and corporate imagery:

You have a lot of opportunities to amaze your customers with simple tricks that will capture their attention, in both organic and paid posts. And some of them don’t require editing or expensive shootings.

Look at this one, for example:

What do you notice immediately? The video is flipped, so you have to turn your phone to view the full frame. It doesn’t just stop the scroll, it literally prompts you to take action. Now imagine pairing that with a powerful message, maybe even one that plays off the idea of “flipping” or “turning.”

Smart UGC is still a classic, and this is a great example of a product/packaging/thematic ad. Almost any product can be adapted to a UGC-style format. And it doesn’t have to follow the typical “talking head” formula (“I tried this…” or “This is the best…”).

The most effective UGCs today are mini-stories. Some even follow a cinematic three-act structure: setup, confrontation, resolution.

You can use a lot of different hooks. Take a look at this curiosity-driven, disruptive opener with niche cultural reference of this post:

Here we have:

1) Pattern Interrupt:
It disrupts the viewer’s expectations with a bold, unexpected statement. "Don't let Star Wars fans see this" stands out in a feed full of generic ads.

2) Curiosity Trigger:
It provokes a question: Why? What is it that Star Wars fans shouldn’t see? This pulls the viewer in to find out more.

3) Implied Exclusivity or Controversy:
Suggests there's a secret, joke, or controversial twist—great for engagement.

There’s a lot of new formats emerging in these weeks. One of the most articulated is the “fake interview” or “fake podcast”. I recently tweeted about it:

“Whatever works”, we could say. It’s a permission-less world, so go and get your audience!

Please let me know as usual if you want me to talk about a specific topic and I’m also very happy to receive your success stories/case studies.

Thank you for your invaluable support of my newsletter—I hope you found some useful insights here.
Feel free to reply to this email with any questions about growth or paid ads. You can also book a session with me anytime at adsformakers.com.

Yours truly,
Francesco “The Ads Dude”