Creative Intelligence
Heista decoded 28 beauty & skincare video ads and mapped their beat structure. Opening dominates at 42.7% of total ad time. Here's the full structural breakdown with beat subtypes and efficiency data.
How beauty & skincare ads distribute time across the 7-beat structure, compared to the cross-category average.
Beauty & Skincare
Cross-Category Avg
Compares beauty & skincare time-per-beat against the cross-category average. Above 1.0 means beauty & skincare ads spend more time on that beat. Below 1.0 means less.
28s
Avg Duration
4.3
Avg Beats per Ad
The most common beat subtypes in 28 decoded beauty & skincare ads, showing which psychological mechanisms this vertical relies on.
Triggers the Zeigarnik effect. Incomplete thoughts create psychological tension that only watching can resolve.
Exploits the information gap effect. The brain can't rest until it closes an open question, so the viewer cannot scroll away.
Uses anchoring bias with two reference points. The brain evaluates comparatively, so contrast creates instant clarity.
Triggers completeness motivation. Hinting at a method engages the brain's desire for structured knowledge.
Forces involuntary mental participation. The brain auto-generates answers to direct questions, ending passive scrolling.
Every beat in this data was extracted from a real ad.
You don't need another platform.
You need every ad to start from a formula that already works.
Pick your Heists. Build the stack that gets you there.
Build Your Stack7-day free trial.