Six free creative research tools for Meta and TikTok advertisers. Every data point is sourced from the same engine that decodes video ads into their structural formula: hook archetype, 7-beat sequence, psychological mission, CTA mechanic, and visual treatment. The aggregate output across 1,689+ decoded ads is what you see in the hook library, glossary, trend feed, formula breakdowns, CTA reference, and psychology index.

Most free ad research tools are either ad spy (Meta Ad Library, TikTok Creative Center) or static reference (blog posts, swipe files). These tools sit in the third category: structural intelligence. You can see which hook archetypes scale on Meta versus TikTok, which 7-beat structure variants are converting in beauty versus supplements versus apparel, and which psychological mechanisms drive 3-second video view rate above 25%.

The tools were built because every paid alternative — Motion, Foreplay, MagicBrief, Atria, Minea — starts at $99-$499 per month and locks the reference layer behind a seat. Reference data should not live behind a paywall.

Three reasons. First, the data compounds in value the more people use it. A hook library used by 100 brands is interesting. Used by 10,000 brands, it becomes the industry benchmark. Locking the reference layer behind a $200/month seat caps that compounding effect.

Second, the paid product — decoding any specific ad and rebuilding its formula for your brand — is a different job than research. Confusing the two means most paid creative-intelligence products ship a reference index that is worse than what Wikipedia gives you for free, then charge for the privilege of using it. Splitting them keeps both honest.

Third, the playbook should not live behind a paywall. Performance marketers spend their days trying to figure out what is working on Meta and TikTok. The minimum viable answer should be free, public, and updated as the platforms change. The advanced answer — decoding a specific competitor ad and generating structurally different creative from its formula — is where the paid product earns its keep.

No signup is required to use any of the six tools. No email, no credit card, no cookie wall. Every page on this site under /ad-hooks, /glossary, /trends, /ad-formulas, /ad-ctas, and /why-ads-work is open. Bookmark them.

The hook library at /ad-hooks ranks every hook archetype by scaling rate — the percentage of ads using that hook that earn sustained spend on Meta or TikTok. A hook with a 40% scaling rate means 4 in 10 ads built on that opening structure go on to clear the algorithm's creative quality threshold and run for more than 14 days. The rankings are broken out across 15 verticals so a skincare brand sees different leaders than a SaaS brand.

The glossary at /glossary is a 320+ entry reference covering creative strategy concepts (Hook Rate, Scaling Rate, Creative Diversity, Creative Fatigue), named platform features (Andromeda, Advantage+ Creative, Advantage+ Shopping Campaigns, Entity ID, TikTok Smart+), and behavioral mechanisms (Pattern Interrupt, Open Loop, Demo, Proof Stack). Every entry explains the mechanism rather than restating the textbook definition.

Creative Trends at /trends publishes a weekly snapshot of which hooks, psychological missions, and ad formulas are scaling across the index. Updated every Monday. The Ad Formulas page at /ad-formulas breaks down the 7-beat structure — Hook, Context Shift, Tension, Demo, Proof, Twist, CTA — with time allocation per beat by vertical and median beat duration by platform.

The CTA reference at /ad-ctas indexes how top-performing ads close — CTA type (direct, soft, deferred), on-screen duration, point of view (creator-led, brand-led, demo-led), and which hook archetypes each CTA pairs with most often. The psychology page at /why-ads-work indexes the 16 psychological missions that drive engagement — fear of missing out, curiosity gap, social proof, identity validation — and which dominate on Meta versus TikTok.

D2C ecommerce founders running their own Meta and TikTok ads use the hook library and ad formulas pages to brief in-house creators or freelance editors. The output: a hook archetype + 7-beat structure that matches the format scaling in their vertical right now, rather than copying the ad a competitor posted on LinkedIn six months ago.

Performance marketers at agencies and in-house teams use the glossary and trends feed for the same reason a developer uses MDN — fast reference for named platform features, algorithm behaviors, and creative-quality metrics. When a client asks "what is hook rate doing on Meta this month", the answer is a link to the weekly trend feed plus the hook rate glossary entry.

Creative strategists use the psychology index and CTA reference to brief structurally diverse concepts. Five ad variants built around the same psychological mission share an Entity ID and compete against each other in the auction. Five ads built around different psychological missions — one curiosity gap, one social proof, one identity validation, one fear of missing out, one demo — produce real creative diversity and unlock fresh delivery.

Agencies and freelancers use every tool as the public layer of their creative briefs. Sharing a glossary URL is faster than writing definitions inside a Notion doc, and the public-source citation makes the brief defensible in a client review.