Creative Intelligence
Feature lists do not convert. Here is how to hook B2B buyers. Heista decoded video ads from SaaS companies to identify which hook types actually drive signups and demos. Process Teaser leads at 25% frequency among high-performing SaaS ads.
Ranked by frequency in decoded SaaS and software video ads.
B2B buyers do not impulse purchase. They are not scrolling looking for a new tool. Your ad is interrupting their feed, and you have 3 seconds to justify the interruption. Feature lists do not earn attention. Naming a specific workflow problem does.
The shift in B2B video advertising is toward authenticity. Screen recording UGC where a real user shows the tedious manual process they used to follow, then shows your product solving it, creates peer recognition. The viewer thinks "that is exactly what I do every week" and stops scrolling.
Founder-led content works for the same reason. A founder explaining why they built the product creates a connection that a motion graphics explainer never can. The hook is not "here is what our product does." The hook is "I got so frustrated with this problem that I built something."
Every hook was extracted from a real SaaS video ad.
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