Salt Lab's voiceover b-roll ad is a 14-second health & supplements video creative decoded by Heista into 1 structural beats with 3 total cuts. Salt Lab's full brand intelligence
PATTERNMAP™
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Ad Blueprint
Voiceover B-Roll
CategoryHealth Supplements
AngleProblem Solution
NarrativeProblem First
IntentIdentity Resolution Hook
Hook Type
Curiosity Spike
14.3sDuration
3Shots
4.7sAvg Shot
Energy
Cut Points
2.9s8.8s
Psychology
Curiosity Gap
Behavioral ApproachDemand Generation Prime
Open Loop Tease
Information Withholding
Every winning ad has a formula. Heista decodes it in seconds.
Salt Lab Ad Decoded — Curiosity Spike Hook Analysis (14s)
Salt Lab's voiceover b-roll ad is a 14-second health & supplements creative decoded by Heista into 1 structural beats. It opens with a Curiosity Spike hook — This leverages the Curiosity Spike by withholding the rest of the thought after “you,” creating an information gap the viewer feels compelled to resolve. The brain treats the missing continuation as an unfinished pattern, so it keeps processing to complete it, which reduces the chance the viewer scrolls away. The psychological mission is Curiosity Gap: The viewer feels a small but persistent pull to keep watching to figure out what “you” refers to and what comes next. The ad has 3 cuts at an average of 4.7s per cut, with an average beat duration of 14.3s.
Key Takeaways
- Opens with a Curiosity Spike hook
- Activates Curiosity Gap psychology
- Part of Salt Lab's full ad strategy
- 3 cuts, averaging 4.7s per cut
Overview
Curiosity Spike Hook
This leverages the Curiosity Spike by withholding the rest of the thought after “you,” creating an information gap the viewer feels compelled to resolve. The brain treats the missing continuation as an unfinished pattern, so it keeps processing to complete it, which reduces the chance the viewer scrolls away. Curiosity Spike hook deep-dive
Beat-by-Beat Breakdown
Beat 2 (0:00-0:14) — Curiosity Spike: The beat opens on a single, incomplete word: “you.” That fragment functions as an immediate information gap—your brain expects the sentence to continue with a specific claim about “you,” but it doesn’t yet. In this moment, it forces the viewer into anticipation, keeping attention locked to find out what “you” refers to.
Behavioral Psychology
This ad activates Curiosity Gap as its primary behavioral mission. The viewer feels a small but persistent pull to keep watching to figure out what “you” refers to and what comes next. Curiosity Gap behavioral mission
Structural Fingerprint
Duration: 14 seconds. Beat count: 1. Total cuts: 3. Average beat duration: 14.3s. Average cut duration: 4.7s. Average visual energy: 4/10.
Frequently Asked Questions
Why does this Salt Lab ad work? This Salt Lab voiceover b-roll ad opens with a Curiosity Spike hook that captures attention in the first 3 seconds. The psychological architecture activates Curiosity Gap across 1 structural beats, each contributing a specific persuasion mechanism.
What hook does Salt Lab use in this ad? Salt Lab opens with a Curiosity Spike hook. This leverages the Curiosity Spike by withholding the rest of the thought after “you,” creating an information gap the viewer feels compelled to resolve. The brain treats the missing continuation as an unfinished pattern, so it keeps processing to complete it, which reduces the chance the viewer scrolls away.
What psychology does this Salt Lab ad activate? This ad activates Curiosity Gap as its primary behavioral mission. The viewer feels a small but persistent pull to keep watching to figure out what “you” refers to and what comes next.
How long is this Salt Lab ad and what's the structure? This ad runs 14 seconds with 1 structural beats and 3 cuts. Average cut duration is 4.7s. The pattern flow follows a compressed format structure common in voiceover b-roll ads.
What platform is this Salt Lab ad running on? This voiceover b-roll ad is running on facebook. The health & supplements vertical typically sees strong performance on this platform for voiceover b-roll creative structures.
What makes this different from other health & supplements ads? Most health & supplements ads lean on generic format templates. Salt Lab's version uses a distinct Curiosity Spike hook structure paired with Curiosity Gap — a combination that over-indexes in high-performing health & supplements creative.
