Hook first, brand second: why the structure of social ads has changed

For years, we’ve all heard the same advice—put your brand in the first three seconds of your ad.

The idea was that people might scroll past quickly, so at least they’d see your logo. But that rule doesn’t hold up anymore.

Audiences have changed. Platforms have changed. The rules for getting attention—and keeping it—have completely flipped.

Now, the most effective ads are doing the opposite: they grab attention first, then introduce the brand.

Let’s break down why this shift is happening, how it works, and what it means for your next campaign.

Why attention now comes before branding

Getting someone to watch your ad isn’t about forcing your brand up front. It’s about giving them a reason to stop scrolling—and that starts with a great hook.

Audiences are making faster decisions

People don’t wait three seconds to decide if they’re interested. Research shows it’s closer to 1.5 seconds. If your opening moment doesn’t spark curiosity or emotion, they’re gone.

Hooks outperform logos

Meta recently tested ads that led with a hook instead of a brand. They saw 23% higher completion rates and 17% stronger recall. That’s a big shift from just a few years ago.

So why is this happening?

What's driving this shift

1. The algorithm cares more about engagement than branding

Social platforms reward ads that hold attention. A strong hook drives watch time, shares, and reactions—which means better reach, lower CPMs, and more efficient spend.

2. Everyone’s seen the old playbook

The audience knows what to expect from a typical brand-first ad. That predictability makes them easy to scroll past. Starting with something unexpected breaks that pattern and earns attention.

3. People want value before branding

Your audience wants to feel entertained, informed, or emotionally connected—before they see a logo. It’s a small shift in order, but a big shift in mindset.

4. You're not just competing with ads anymore

Your ad is up against everything else in the feed—funny Reels, trending TikToks, creators they follow. The bar for attention is higher, and it’s set by content, not commercials.

What works now: the new structure of social ads

We’re seeing strong results from brands who flip the traditional script. The structure looks more like this:

0–2 seconds: The hook

Start with a bold visual, surprising moment, or emotional cue. The goal is to stop the scroll.

2–5 seconds: Deliver the value

Give them something worth watching—a tip, a moment of humour, a relatable scenario.

5–8 seconds: Introduce the brand

Once attention is earned, you can bring in your branding in a way that feels natural.

8+ seconds: Call to action

End with a clear next step, connected to the value you just delivered.

That’s a big change from the old model:

0–3s: Brand upfront

3–10s: Explain the product

10+s: CTA

How to include your brand without leading with it

This doesn’t mean leaving branding out completely. It just means embedding your brand in ways that feel native and seamless. Here’s how:

  • Use your colour palette or visual style to create recognition
  • Lean into consistent formats or content themes that build brand memory
  • Include distinctive sounds or voiceover for subtle branding cues
  • Show the product in use, but without starting with a logo splash

Your audience should know it’s you—just not from the first frame alone.

Why this approach performs better

Brands using this strategy are already seeing better results:

  • Lower CPMs, thanks to stronger engagement signals
  • Higher completion rates and longer average watch times
  • Stronger brand recall in lift studies
  • Better conversion outcomes for performance campaigns

And it’s not just younger audiences. While Gen Z and Millennials respond especially well, even older demographics are reacting positively to this format shift.

The new rule: earn attention before asking for it

This shift doesn’t mean the three-second rule is dead—it just means it's changed. It’s no longer about brand first. It’s about relevance, emotion, and value first.

When you lead with what the audience cares about, you earn their time.

And once you’ve got their attention, you can introduce your brand in a way that sticks.

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