HEISTA

Expand Creative Possibilities

Free Tools > Ad Creative Trends

Ad Creative Trends — Week of Aug 3-Aug 9, 2026

Every week, Heista decodes hundreds of high-performing video ads and publishes what's actually scaling. This report covers hook performance, psychological mechanisms, structural patterns, and CTA data across 12 product categories. Based on 172+ decoded ads, updated every week, free to read.

Key Takeaways

  • This report analyzes 172+ decoded video ads across 12 product categories for the week of Aug 3-Aug 9, 2026.
  • The Hook Scaling Rate measures what percentage of ads using a specific hook type remain active past 30 days. This is Heista's proprietary performance signal.
  • Every data point comes from structural decomposition, not surface-level tagging. Each ad is decoded into beats, hook types, psychology, and linguistic patterns.

How this report is built. Heista's proprietary creative intelligence engine decodes each video ad into 7 structural beats, classifying the hook type, psychological mission, behavioral subtypes, CTA mechanics, and visual treatment. This isn't tagging by format or length. It's structural decomposition at the sentence and cut level. The trends you see here are aggregated from 172+ decoded ads across 12 verticals. New ads are decoded weekly, and this report reflects the latest data.

Want to act on what's scaling this week? Browse hooks matching this week's patterns or see the full 7-beat ad formula behind them.

Vol. 132026
Creative Intelligence — Week 13
77sAve Duration
Contradiction HookHottest Hook
Skit NarrativeTop Format
Category Radar
FADeep Dive →

Fashion & Apparel

Top Format24%

Talking Head Product

Top Hook33%

Data Point Start

Top Psychology31%

Loss Aversion

INDeep Dive →

Info Products

Top Format48%

Skit Narrative

Top Hook32%

Tribe Call-out

Top Psychology61%

Competence Restoration

SODeep Dive →

Sports Outdoors

Top Format29%

Talking Head B-roll

Top Hook25%

Curiosity Spike

Top Psychology28%

Competence Restoration

SWDeep Dive →

SaaS & Software

Top Format44%

Skit Narrative

Top Hook33%

Direct Question Hook

Top Psychology53%

Competence Restoration

HSDeep Dive →

Health & Supplements

Top Format33%

Founder To Camera

Top Hook29%

Role-specific Opening

Top Psychology44%

Loss Aversion

BSDeep Dive →

Beauty & Skincare

Top Format43%

Talking Head Product

Top Hook43%

Curiosity Spike

Top Psychology43%

Loss Aversion

This Week's Intelligence
19 signals
Camera Angle

Eye Level Straight

Runner-up: Symmetrical Centerat 3%

66%of all ads this week
Funnel Stage

Consideration

vs Conversion 23%

62%
POV

1st Person

vs 2nd Person 34%

51%
Pacing

Dead Stop

vs Rapid Fire 10%

50%
Offer State

Active Offer

vs Offer None 24%

45%
Top Angle
40%

How To Tutorial

Behavioral Role
38%

Peer Recommend

CTA Style
31%

Redirect

Lighting
31%

Cool Daylight

Video Type
27%

Product Demo

Top Psychology
26%

Competence Restoration

Framing
24%

Medium Close-up

Platform Mode
23%

FB Pain To Relief

Algorithm Intent
23%

Transformation Arc Engine

Color Mood
21%

Neutral Palette

Duration
25–113sSweet Spot
77sAvg
41sMedian
113sP75
Scaling Now
Quince
#01
177d active

Quince

Fashion Apparel
Quince
#02
175d active

Quince

Fashion Apparel
Quince
#03
149d active

Quince

Fashion Apparel
Quince
#04
124d active

Quince

Home Living
Quince
#05
116d active

Quince

Fashion Apparel
Quince
#06
114d active

Quince

Fashion Apparel
Full Intelligence

Creative Intelligence — Week 13

Aug 3-Aug 9, 2026

172

ads decoded across 12 verticals

+172 new this week

MoversIntel GridScalingAd of WeekContentHook Ex.Hook Perf.Hook LabBeatsPsychologyAlgorithmPlatformFunnelIntentAnglesVisual DNAVision DeepLinguisticLing. DeepVision+MechanismsCross-DimConf. Wt.SourceSignalsMatrixCategoriesWar RoomEnd FramePairs

The Movers

Hottest Pattern

Specificity Bias

5%11 of 12 verticals

Appearing in 11 of 12 verticals

Scaling Leaderboard

#BrandScaledHookPsychologyCategory
01
Quince
177d
Data Point StartFashion Apparel
02
Quince
175d
Process TeaserFashion Apparel
03
Quince
149d
Contrast SetupFashion Apparel
04
Quince
124d
Open Loop StatementHome Living
05
Quince
116d
Open Loop StatementFashion Apparel
06
Quince
114d
Open Loop StatementFashion Apparel
07
Quince
114d
Open Loop StatementHome Living
08
Quince
108d
Hidden Truth RevealFashion Apparel
09
Quince
108d
Open Loop StatementHome Living
10
Quince
103d
Data Point StartFashion Apparel

Ad of the Week

Praktika
AD OF THE WEEK90d active

Praktika

Saas Software

Skit NarrativeDirect Question HookHow To Tutorial

7 beats · 0:55 · 90d scaled

Active EngagementResponse ReadinessSelf-Referential ProcessingRole clarityCompletion BiasExpectation Violation/Resolution

Format War

Skit Narrative
17%
Talking Head Product
14%
Talking Head B-Roll
13%
Product Demo
10%
Slideshow Statics
8%
Talking Head Solo
7%
Voiceover B-Roll
6%
Lifestyle
5%
Before/After
5%
Product Hero
5%

Content Mix

What KIND of content is winning — tutorial, demo, skit, story, etc.

Product Demo
46
UGC Testimonial
40
Skit Roleplay
20
Entertainment
18
Tutorial How To
11
Challenge Experiment
11
Motivation Mindset
6
Problem Solution
4
Commentary Analysis
4
Emotional Expression
3
Founder Origin
2
Results Showcase
2
Life Insight
1
Expert Insight
1
Brand Manifesto
1
Objection Buster
1
Product Comparison
1

Hook Leaderboard

Contradiction Hook
11%
Curiosity Spike
10%
Open Loop Statement
9%
Direct Question Hook
9%
Tribe Call-out
8%
Data Point Start
8%
Contrast Setup
6%
Parallel List Open
5%
Process Teaser
5%
Disruptive Statement
5%

Hook Spotlight

Contradiction hookTop hook this week

“This Tai Chi half squat is the exact position you'll see grandmothers holding in parks across Asia every single morning. Not as exercise, as maintenance. Nobody in the West was taught this because it ”

WalkFit Daily Walking Plan · Fitness

“Thanks for watching!”

LAB Golf · Sports Outdoors

“The DF3i is upon us. It's incredible, because it keeps happening. Like, we keep having better and better putters.”

LAB Golf · Sports Outdoors

Hook Performance

Top Performing Hook

Hidden truth reveal

72d avg lifespan · 3 ads

Hidden truth reveal
72d3
Data point start
63d13
Open loop statement
55d15
Provocation
52d1
Curiosity spike
48d18
Process teaser
47d8
Direct question hook
42d15
Symptom stack
34d4
Parallel list open
30d9
Past-self open
30d2
Tribe call-out
29d14
Contrast setup
28d10
Contradiction hook
28d19
Role-specific opening
23d6
Disruptive statement
17d7
Conflict statement
15d3
Discovery moment
11d1
Rhetorical question
11d1
Identity hook
9d2
Unexpected fact start
8d3
Misdirection open
8d3
Story start
5d6
Challenge intro
3d7
Pattern observation
3d1

Avg across all hooks: 35d

Hook Observatory

Contradiction Hook19 ads
Avg 10.6sScale 100%
Curiosity Spike18 ads
Avg 9.8sScale 100%
Open Loop Statement15 ads
Avg 14.1sScale 100%
Direct Question Hook15 ads
Avg 7.8sScale 100%
Tribe Call-out14 ads
Avg 6.9sScale 100%

Hook × Vertical

FitnessFashion AppaInfo ProductSports OutdoSaas SoftwarHome Living
Contradiction Hook
5
3
2
3
4
Curiosity Spike
2
5
4
3
Open Loop Statement
3
2
1
4
1
4
Direct Question Hook
5
5
Tribe Call-out
2
6
1
2

Hook × Psychology

Competence RLoss AversioThreat ReducClosure DeliSocial ValidHope Project
Contradiction Hook
3
5
2
2
1
Curiosity Spike
3
3
2
7
1
Open Loop Statement
3
2
1
5
1
Direct Question Hook
10
1
2
1
Tribe Call-out
7
2
1
1
1

Hook Duration (seconds)

Contradiction Hook
10.6s (med 7.5s)
Curiosity Spike
9.8s (med 6.5s)
Open Loop Statement
14.1s (med 13.1s)
Direct Question Hook
7.8s (med 6.5s)
Tribe Call-out
6.9s (med 6.8s)

Scaling Conversion Rate

Contradiction Hook
100% (19/19)
Curiosity Spike
100% (18/18)
Open Loop Statement
100% (15/15)
Direct Question Hook
100% (15/15)
Tribe Call-out
100% (14/14)
Data Point Start
100% (13/13)
Contrast Setup
100% (10/10)
Parallel List Open
100% (9/9)

Visual Signatures

Contradiction Hook
Medium Shot 22Medium Close-up 18Two Shot 13Medium Wide 7Wide Shot 6
Curiosity Spike
Medium Shot 23Medium Close-up 21Split Screen 13Wide Shot 11Close-up Detail 9
Open Loop Statement
Medium Close-up 52Medium Shot 38Close-up Hands 18Close-up Face 14Two Shot 10
Direct Question Hook
Split Screen 16Medium Close-up 12Medium Shot 7
Tribe Call-out
Close-up Face 37Medium Shot 10Two Shot 9Mirror Shot 9Medium Close-up 9

Linguistic Signatures

Contradiction Hook
First Person 6Second Person 4Third Person 2Mixed 1
Low 44Medium 16High 1
Curiosity Spike
First Person 3Mixed 1Second Person 1
Low 16Medium 4
Open Loop Statement
First Person 3Mixed 1Third Person 1Second Person 1
Low 20Medium 11
Direct Question Hook
Second Person 12First Person 1
Low 73Medium 6
Tribe Call-out
First Person 6Second Person 3
Low 32Medium 10

Hook → Close Pairings

Contradiction Hook
Redirect 4Open Loop 2Direct CTA 2
Curiosity Spike
Redirect 3Direct CTA 3Lesson 1
Open Loop Statement
Retention Hook 3Direct CTA 2Redirect 1
Direct Question Hook
Try This Today 5Redirect 3Direct CTA 3
Tribe Call-out
Direct CTA 5Redirect 4Open Loop 1

Beat Intelligence

Avg Time Allocation

18%
18%
16%
13%
13%
12%
11%
Delivery18%
Opening18%
Context16%
Tension13%
Validation13%
Shift12%
Close11%

Top Subtypes by Category

Close
Redirect37
Direct CTA29
Try This Today11
Shift
The Easy Way27
Hidden Truth15
Stop → Start Shift12
Context
Relatability Setup38
Process Setup19
Object Intro14
Opening
Contradiction Hook19
Curiosity Spike18
Open Loop Statement15
Tension
Resource Constraint18
Inefficiency Pain16
Self-Doubt Trigger11
Delivery
Feature Cascade34
Cost/Benefit Reframe27
Before/After Explanation21
Validation
Before/After Proof23
Track Record Proof18
Metric Proof10

Top Transitions

Opening→Context
108
Delivery→Validation
75
Tension→Delivery
70
Shift→Close
66
Context→Delivery
61
Intelligence

Psychology Landscape

Distribution of psychological missions across all decoded ads.

Competence Restoration

45

Loss Aversion

40

Threat Reduction

17

Closure Delivery

16

Social Validation

10

Hope Projection

9

Emotional Spike

8

Intrinsic Motivation

8

Curiosity Gap

7

Novelty Reward

4

Status Assertion

2

Behavioural Disruption

2

Meaning Making

1

Belonging Signal

1

Empathy Connection

1

Identity Confirmation

1

Algorithm Radar

What algorithms are these ads optimized for — the hidden intent behind the creative.

Transformation Arc Engine

40

Value Stack Acceleration

27

Mechanism Reveal

23

Problem Agitate Solve

16

Micro Story Payoff Engine

13

CTA Optimized Conversion

11

Retention Loop Engine

8

Discovery Education Driver

8

Social Proof Accelerator

7

Novelty Pattern Injection

4

Authority Credibility Transfer

4

Contradictory Pattern Interrupt

4

Emotional Arc Escalation

3

Curiosity Gap Compression

2

Identity Resolution Hook

1

Community Belonging Engine

1

Platform Signals

FB dominates (100%)

Pain To Relief
40
Product First
39
Benefit First
26
Soft CTA
19
UGC Trust Demo
14
Social Proof
7
Problem First
7
Mechanism Explainer
7
Expert Frame
3
Retargeting Tone
3

Psychological Mechanisms

The specific psychological levers used across all ads — the tactical moves behind the strategy.

Solution Assurance
46
Knowledge Simplification
45
Step Clarity
42
Fear Of Loss
40
Avoidance Trigger
36
Negative Future Projection
35
Risk Priming
34
Competence Reframing
34
Scarcity Cue
31
Resolution Statement
18
Reassurance Statement
17
Uncertainty Resolution
17
Final Insight
16
Soothing Tone
15
Fear Cancellation
14

Pipeline Confidence

69%Overall avg confidence
Message Role Offer72%
172 samples
Psychology71%
172 samples
Message Role Behavioural71%
172 samples
Message Role Funnel70%
172 samples
Video Type67%
172 samples
Algo Intent66%
172 samples
Creative Behavior66%
172 samples
Platform Behaviour66%
172 samples

Funnel Intelligence

15%
62%MOF
23%BOF

Awareness

15%

25 ads

Consideration

62%

107 ads

Conversion

23%

40 ads

Message Intent

Behavioral Role

Peer Recommend
65
Emotional Expression
16
Teach Explain
15
Solve Your Problem
14
Demonstrate Method
13
Story Share
10
Soft Sell Value Frame
10
Build Authority
8

Funnel Position

Funnel Offer Conversion
115
Funnel Solution Positioning
21
Funnel Awareness Prime
20
Funnel Education Value
11
Funnel Retention Nurture
5

Offer State

Offer Present
77
Offer None
42
Offer Urgent
36
Offer Promotional
17

Angle Playbook

TOF 15%MOF 62%BOF 23%

Top of Funnel

Aspirational Identity
95%
Origin Story
74%
Education Value
74%
Trend Culture
11%
Humor Entertainment
11%

Mid Funnel

How To Tutorial
6840%
Problem Solution
1810%
Comparison Vs
169%
Expert Authority
32%
Behind The Scenes
11%
Community Movement
11%

Bottom Funnel

Product Launch
127%
Offer Urgency
116%
Social Proof Results
106%
Guarantee Risk Reversal
32%
Value Stack
21%
Objection Handling
21%

Visual DNA

Aggregated visual characteristics from decoded ads.

Framing
medium close-up
680
medium shot
553
close-up face
226
mirror shot
218
two shot
208
split screen
175
medium wide
145
wide shot
93
Camera Movement
static locked
2342
static handheld
138
subtle handheld
107
tracking forward
75
selfie standard
38
hard cut
22
float drift
11
pull back
10
Color & Mood
neutral palette
589
natural green
401
cool blue steel
333
warm earth tones
305
bright and saturated
196
clean white minimal
186
cool clinical white
183
warm golden
116
Lighting
cool daylight
893
soft window light
490
warm golden hour
195
dappled natural
159
screen glow
122
overhead fluorescent
122
bright and blown out
106
harsh direct sun
103

Enhanced Vision

Visual editing patterns, pacing, and product placement across all decoded ads.

Visual Energy Arc

5.5
OPEN
4.2
CONT
2.9
TENS
4.1
DELI
3.3
VALI
3.4
SHIF
4.4
CLOS
Pacing Feel
dead stop
343
rapid fire
71
steady and rhythmic
68
slow and deliberate
57
alternating long short
53
single sustained shot
25
pulse and pause
17
synced to speech
9
Edit Transitions
hard cut
2726
continuous shot
62
none
16
fade to black
15
fade to white
5
dissolve
4
picture in picture transition
4
glitch cut
3
Talent Expression
calm and confident
729
instructional and patient
307
silent and visual only
247
excited and fast-paced
178
proud and showing off
176
surprised and delighted
153
matter of fact
121
frustrated and relatable
110

Edit Rhythm

Close
2.8 cuts·0.82s avg
Shift
2 cuts·4.52s avg
Context
3.9 cuts·3.92s avg
Opening
5.7 cuts·6.52s avg
Tension
2.3 cuts·6.91s avg
Delivery
2.9 cuts·4.94s avg
Validation
2.1 cuts·8.24s avg

Product Visibility

Close
40%
Shift
39%
Context
40%
Opening
49%
Tension
27%
Delivery
51%
Validation
43%

Text Overlay Usage

Close
88%
Shift
87%
Context
86%
Opening
82%
Tension
86%
Delivery
84%
Validation
85%

Vision Deep Cuts

Camera Angles

eye level straight
78%
symmetrical center
4%
bathroom mirror
4%
selfie standard
4%
overhead slight angle
3%
overhead
3%
slightly above
2%
eye level slight right
2%

Scene Settings

golf course green
15%
kitchen counter
14%
indoor room, likely office or home office, soft lighting
14%
kitchen
13%
null
11%
outdoor, clear sky background
11%
Korean woman in a room, animated woman in a bedroom.
11%
desk with makeup mirror, phone on table
11%

Subject Types

woman, mid-50s, dark
12%
older woman with
11%
woman in her
11%
woman mid-30s, long
11%
adult Maya, dark
11%
woman mid-20s, dark
10%
adult Kevin with
9%
woman mid-30s, dark
9%
young woman, blonde
9%
woman in mid-20s,
8%

Text Styles

minimal sans serif
36%
bold impact uppercase
25%
bold word highlight
20%
platform native captions
8%
floating label
5%
subtitle bar
4%
brand styled title
2%
emoji with text
0%

Product Placement Types

nose strip worn on the bridge of the nose
27%
White bottle of foundation standing upright on the desk in the foreground.
12%
wearing a white short-sleeve linen shirt
11%
wearing a blue striped short-sleeve linen shirt
11%
package held in right hand, facing camera, with product graphic visible
11%
AI certification path graphic displayed on right side of screen
10%
jeans worn by the subject
9%
espresso colored sheets and duvet cover on a bed
9%

Framing × Beat

Close
medium close-up
90
medium shot
55
text card
34
Shift
medium close-up
58
medium shot
40
mirror shot
21
Context
medium close-up
89
medium shot
77
close-up face
62
Opening
medium close-up
225
medium shot
183
close-up face
71

Lighting × Beat

Close
dappled natural
52
cool daylight
48
soft window light
45
Shift
cool daylight
70
soft window light
34
dappled natural
14
Context
cool daylight
147
soft window light
69
studio softbox
43
Opening
cool daylight
316
soft window light
153
warm golden hour
59

Color Mood × Beat

Close
natural green
48
warm earth tones
47
neutral palette
40
Shift
natural green
35
neutral palette
33
warm earth tones
28
Context
neutral palette
82
natural green
71
cool blue steel
61
Opening
neutral palette
212
warm earth tones
117
natural green
107

Linguistic DNA

How the copy is actually built — sentence structures, cadence, and feature placement.

Point of View

first person

51%

320 beats

second person

34%

215 beats

mixed

10%

63 beats

third person

4%

28 beats

Sentence Cadence by Beat

Medium
Close
28%
Shift
41%
Context
25%
Opening
27%
Tension
32%
Delivery
36%
Validation
32%

Top Sentence Templates

15

{evaluative_judgment}.

Shift
14

{duration}.

Context
11

Can you speak {language}?

Opening
6

{emotional_tone}.

Opening
6

{item}.

Context
6

{thing}.

Opening
5

So what are you waiting for?

Close
5

{metaphorical_frame}

Shift
5

{metaphorical_frame}.

Context
5

Yes, I {action_verb}.

Opening
5

{locked_phrase}.

Delivery
5

{thing}…

Validation
4

{quantity_descriptor}.

Context
4

{intensity_phrase}.

Close
4

How old are you?

Opening

Feature Density by Beat

Close
21% carry features
Shift
42% carry features
Context
47% carry features
Opening
28% carry features
Tension
38% carry features
Delivery
67% carry features
Validation
65% carry features

Slot Types by Category

Close
item 70action_verb 62time_constraint 31thing 24
Shift
action_verb 127thing 98item 92quantity_descriptor 56
Context
item 135action_verb 102thing 77entity 42
Opening
item 120action_verb 69thing 64quantity_descriptor 38
Tension
action_verb 101item 80thing 70quantity_descriptor 47

Linguistic Deep Cuts

Sentence Roles

delivery
19%
context
19%
DELIVERY
15%
opening
13%
TENSION
9%
VALIDATION
7%
CONTEXT
6%
validation
5%
close
4%
CLOSE
2%

POV × Beat Type

Close
Second Person
23
First Person
19
mixed
3
Shift
First Person
39
Second Person
34
mixed
12
Context
First Person
43
Second Person
28
mixed
18
Opening
First Person
53
Second Person
36
Third Person
7
Tension
First Person
42
Second Person
19
mixed
7

Locked Language (Immutable Phrases)

“Lo siento” ×3“Lo siento.” ×1“No pewnie.” ×1“Veja!” ×1“Tap” ×1“I swear” ×1“Okay” ×1

Top Copy Phrases by Slot

NFL
NFL1
ack
오케이1
age
205
213
542
531
241
are
eres1
bag
bag1
bet
apuesta1
bet1

Format × Psychology Matrix

Behavioural Belonging SiClosure DeliCompetence RCuriosity GaEmotional SpEmpathy ConnHope ProjectIdentity ConIntrinsic MoLoss AversioMeaning MakiNovelty RewaSocial ValidStatus AsserThreat Reduc
Before/After
1
1
1
6
Brand Film
1
1
Founder To Camera
1
1
2
1
1
GRWM Routine
1
Interview Podcast
1
Lifestyle
3
1
1
3
1
Mashup Compilation
1
Motion Graphics
1
Product Demo
5
1
4
3
4
Product Hero
3
3
2
Skit Narrative
1
2
12
1
1
4
1
2
2
3
Slideshow Statics
3
4
4
2
Street Interview
1
Talking Head B-Roll
1
5
2
3
5
1
3
3
Talking Head Product
2
8
2
1
7
1
3
Talking Head Screen
1
1
Talking Head Solo
7
3
2
Text Story
1
1
Voiceover B-Roll
1
1
2
2
4
1

Duration Intelligence

77s

Average

41s

Median

25–113s

Sweet Spot

113s

75th Percentile

By Vertical

Fitness: 123s (34)Fashion Apparel: 32s (34)Info Products: 148s (29)Sports Outdoors: 34s (21)Saas Software: 85s (18)Home Living: 23s (11)
Deep Intelligence

Cross-Dimensional Intelligence

Mechanism Co-occurrence

Which psychological mechanisms cluster together in the same ad

knowledge_simplification+solution_assurance45×
knowledge_simplification+step_clarity42×
solution_assurance+step_clarity42×
avoidance_trigger+fear_of_loss36×
fear_of_loss+negative_future_projection35×
fear_of_loss+risk_priming34×
competence_reframing+knowledge_simplification34×
competence_reframing+solution_assurance34×
avoidance_trigger+negative_future_projection33×
competence_reframing+step_clarity32×
avoidance_trigger+risk_priming31×
fear_of_loss+scarcity_cue31×

Scaling Ad DNA

171 scaling ads vs 172 total — avg 77s

Psychology
Competence Restoration
45
Loss Aversion
40
Threat Reduction
17
Closure Delivery
16
Social Validation
10
Hooks
Contradiction Hook
19
Curiosity Spike
18
Open Loop Statement
15
Direct Question Hook
15
Tribe Call-Out
14
Beat Time %
OPENING
22
DELIVERY
22
CONTEXT
19
TENSION
16
VALIDATION
15
SHIFT
14
CLOSE
13

Confidence-Weighted Distributions

Weighted by agent confidence — higher-confidence classifications count more

Psychology (Confidence-Weighted)

Status Assertion
0.86
Empathy Connection
0.78
Loss Aversion
0.76
Hope Projection
0.76
Intrinsic Motivation
0.76
Identity Confirmation
0.74
Competence Restoration
0.73
Novelty Reward
0.69
Emotional Spike
0.69
Closure Delivery
0.68

Algo Intent (Confidence-Weighted)

Transformation Arc Engine
0.8
Contradictory Pattern Interrupt
0.76
Value Stack Acceleration
0.75
Mechanism Reveal
0.72
Problem Agitate Solve
0.72
Discovery Education Driver
0.71
Authority Credibility Transfer
0.69
Social Proof Accelerator
0.67
Micro Story Payoff Engine
0.59
Identity Resolution Hook
0.56

Source & Meta Intelligence

Platform Sources

facebook
100%

Script Complexity

Avg tokens253
Median155
P25–P7584–355
Ads with data172

Vision Coverage

92%

159 of 172 ads have vision data

Ad Library Coverage

100%

172 of 172 have library data
Avg 35 active days

Agent Intelligence Signals

Detected Signals

music outro
8
first-person endorsement
8
100% European linen
6
personal endorsement
6
breathable
5
每天10分钟
5
casual friend energy
5
first-person enthusiasm
5
lightweight
4
10 minutes a day
4
查看完整课程
4
一个月后拿到证书
4

Principles × Beat Type

Close
Specificity Bias
18
Loss Aversion
17
Commitment Bias
17
Shift
Cost/Benefit Shift
23
Loss Aversion
15
Specificity Bias
12
Context
Specificity Bias
24
Relatability Bias
20
Authority Transfer
18
Opening
Specificity Bias
32
Completion Bias
22
Curiosity Gap
17

Classification Confidence

Vertical
78%
172 samples
Marketing Angle
64%
172 samples
Cross-Category

Cross-Category Heatmap

AutomotiveBeauty & SkincareEdtechFashion & ApparelFitnessHealth & SupplementsHome & LivingInfo ProductsOtherReal EstateSaaS & SoftwareSports Outdoors
Specificity Bias
2
5
2
43
25
3
10
24
2
10
17
Loss Aversion
4
19
15
6
5
11
1
6
Social Proof
8
1
9
13
13
4
5
4
8
Authority Transfer
1
2
1
4
6
7
2
13
9
12
Completion Bias
4
8
7
6
10
1
7
5
Cognitive Dissonance
2
1
4
12
3
6
6
4
Curiosity Gap
3
3
8
6
2
3
2
1
1
8
Commitment Bias
2
1
3
9
1
12
6
2
Cost/Benefit Reframe
1
9
10
1
1
5
4
1
Cognitive Fluency
1
1
10
3
4
4
4
3

Principle Pairs

Behavioral principles that appear together most often — the power combos.

Principle APrinciple BCount
Loss AversionSpecificity Bias31
Social ProofSpecificity Bias31
Authority TransferSpecificity Bias29
Authority TransferSocial Proof21
Loss AversionSocial Proof20
Cognitive DissonanceSpecificity Bias19
Cost/Benefit ReframeLoss Aversion19
Commitment BiasSpecificity Bias18
Cost/Benefit ReframeSpecificity Bias18
Completion BiasSpecificity Bias18

Category Deep Cuts

Automotive1 ads
Talking Head B-Roll (100%)Contrast SetupCompetence Restoration
Full breakdown
Beauty & Skincare7 ads
Talking Head Product (43%)Curiosity SpikeLoss Aversion
Full breakdown
Edtech5 ads
Skit Narrative (80%)Direct Question HookCompetence Restoration
No category report yet
Fashion & Apparel34 ads
Talking Head Product (24%)Data Point StartLoss Aversion

Top scaler: Quince (177d)

Full breakdown
Fitness34 ads
Slideshow Statics (32%)Contrast SetupLoss Aversion
Full breakdown
Health & Supplements9 ads
Founder To Camera (33%)Role-Specific OpeningLoss Aversion
Full breakdown
Home & Living11 ads
Product Demo (45%)Open Loop StatementLoss Aversion

Top scaler: Quince (124d)

Full breakdown
Info Products29 ads
Skit Narrative (48%)Tribe Call-OutCompetence Restoration
Full breakdown
Other2 ads
Before/After (50%)Symptom StackCuriosity Gap
Full breakdown
Real Estate1 ads
Lifestyle (100%)Contradiction HookLoss Aversion
Full breakdown
SaaS & Software18 ads
Skit Narrative (44%)Direct Question HookCompetence Restoration
Full breakdown
Sports Outdoors21 ads
Talking Head B-Roll (29%)Curiosity SpikeCompetence Restoration
Full breakdown

Category War Room

Fitness34 ads
Avg 123s·Scale 97.1%
Top Hooks: Contrast Setup (7), Challenge Intro (6), Contradiction Hook (5)
Top Closes: Redirect (12), Punchline (2), Direct CTA (4)
Psychology: Loss Aversion (13), Hope Projection (7)
Most Distinctive: Challenge Intro
Fashion Apparel34 ads
Avg 32s·Scale 100%
Top Hooks: Process Teaser (3), Curiosity Spike (5), Data Point Start (7)
Top Closes: Redirect (8), Open Loop (2), Direct CTA (6)
Psychology: Loss Aversion (9), Emotional Spike (8)
Most Distinctive: Hidden Truth Reveal
Info Products29 ads
Avg 148s·Scale 100%
Top Hooks: Tribe Call-out (6), Misdirection Open (3), Contradiction Hook (2)
Top Closes: Redirect (6), Direct CTA (4), Message Me (2)
Psychology: Loss Aversion (3), Hope Projection (2)
Most Distinctive: Identity Hook
Sports Outdoors21 ads
Avg 34s·Scale 100%
Top Hooks: Curiosity Spike (4), Data Point Start (3), Contradiction Hook (3)
Top Closes: Lesson (1), Redirect (4), Open Loop (2)
Psychology: Curiosity Gap (4), Closure Delivery (3)
Most Distinctive: Open Loop Statement
Saas Software18 ads
Avg 85s·Scale 100%
Top Hooks: Symptom Stack (2), Tribe Call-out (2), Contradiction Hook (4)
Top Closes: Redirect (7), Open Loop (1), Direct CTA (3)
Psychology: Curiosity Gap (1), Loss Aversion (2)
Most Distinctive: Symptom Stack
Home Living11 ads
Avg 23s·Scale 100%
Top Hooks: Process Teaser (1), Curiosity Spike (3), Data Point Start (2)
Top Closes: Direct CTA (5), Retention Hook (2)
Psychology: Curiosity Gap (1), Loss Aversion (5)
Most Distinctive: Open Loop Statement
Health Supplements9 ads
Avg 51s·Scale 100%
Top Hooks: Curiosity Spike (1), Rhetorical Question (1), Disruptive Statement (1)
Top Closes: Soft CTA (2), Direct CTA (2), Try This Today (3)
Psychology: Loss Aversion (4), Threat Reduction (1)
Most Distinctive: Unexpected Fact Start
Beauty Skincare7 ads
Avg 59s·Scale 100%
Top Hooks: Story Start (1), Tribe Call-out (1), Curiosity Spike (3)
Top Closes: Lesson (1), Soft CTA (1), Direct CTA (3)
Psychology: Loss Aversion (3), Threat Reduction (1)
Most Distinctive: Curiosity Spike
Edtech5 ads
Avg 43s·Scale 100%
Top Hooks: Tribe Call-out (1), Direct Question Hook (4)
Top Closes: Open Loop (1), Retention Hook (1), Try This Today (3)
Psychology: Closure Delivery (1), Threat Reduction (1)
Most Distinctive: Direct Question Hook
Other2 ads
Avg 20s·Scale 100%
Top Hooks: Symptom Stack (1), Disruptive Statement (1)
Top Closes:
Psychology: Curiosity Gap (1), Novelty Reward (1)
Automotive1 ads
Avg 31s·Scale 100%
Top Hooks: Contrast Setup (1)
Top Closes:
Psychology: Competence Restoration (1)
Real Estate1 ads
Avg 30s·Scale 100%
Top Hooks: Contradiction Hook (1)
Top Closes: Cliffhanger (1)
Psychology: Loss Aversion (1)

Category Divergence Index

How different each vertical's creative mix is from the global average

Other
2.33
Real Estate
2.16
Automotive
2.08
Edtech
1.49 — Competence Restoration
Beauty Skincare
1.30 — Social Validation
Home Living
1.23 — Closure Delivery
Health Supplements
1.21 — Social Validation
Info Products
1.00 — Status Assertion
Saas Software
0.90 — Threat Reduction
Sports Outdoors
0.84 — Curiosity Gap
Fitness
0.68 — Hope Projection
Fashion Apparel
0.60 — Emotional Spike

Hook × Category

FitnessFashion AppaInfo ProductSports OutdoSaas SoftwarHome LivingHealth SupplBeauty Skinc
Contradiction Hook
5
3
2
3
4
1
Curiosity Spike
2
5
4
3
1
3
Open Loop Statement
3
2
1
4
1
4
Direct Question Hook
5
5
1
Tribe Call-out
2
6
1
2
1
1
Data Point Start
1
7
3
2
Contrast Setup
7
2
Parallel List Open
2
3
2
2
Process Teaser
1
3
2
1
1
Disruptive Statement
3
2
1
1

Psychology × Category

FitnessFashion AppaInfo ProductSports OutdoSaas SoftwarHome LivingHealth SupplBeauty Skinc
Competence Restoration
5
4
17
5
9
1
1
Loss Aversion
13
9
3
2
5
4
3
Threat Reduction
4
1
4
4
1
1
1
Closure Delivery
2
6
3
4
Social Validation
1
2
2
2
2
Hope Projection
7
2
Intrinsic Motivation
2
4
1
1
Emotional Spike
8
Curiosity Gap
4
1
1
Novelty Reward
1
1
1
End Frame

End Frame Intelligence

CTA vs Narrative Close Split

CTA 27%
Narrative 73%
CTA Types (33)Direct CTASoft CTA
Narrative Types (88)Comment PromptNext Step CTARetention HookRedirectPunchlineTry This TodayOpen LoopReversal CloseOffer TeaseLessonHumor CloseCliffhangerBittersweet CloseCallback CloseMessage MeHidden Meaning

Close Type Distribution

Redirect
37
Direct CTA
29
Try This Today
11
Retention Hook
8
Open Loop
6
Offer Tease
6
Soft CTA
4
Next Step CTA
4
Lesson
3
Punchline
3
Message Me
2
Comment Prompt
2

Close Duration (seconds)

Redirect
6.8s (n=37)
Direct CTA
7.3s (n=29)
Try This Today
5.2s (n=11)
Retention Hook
7.1s (n=8)
Open Loop
4.2s (n=6)
Offer Tease
7.8s (n=6)
Soft CTA
7.8s (n=4)
Next Step CTA
7.1s (n=4)

Close POV Distribution

Redirect
Second Person 7First Person 5Mixed 3
Direct CTA
Second Person 9First Person 3
Try This Today
First Person 3
Retention Hook
First Person 3
Offer Tease
First Person 1Third Person 1
Soft CTA
Second Person 2

Close × Vertical

FitnessInfo ProductFashion AppaSaas SoftwarSports OutdoHealth Suppl
Redirect
12
6
8
7
4
Direct CTA
4
4
6
3
2
2
Try This Today
1
1
1
1
3
Retention Hook
2
3
Open Loop
2
1
2
Offer Tease
1
4
1
Soft CTA
1
2
Next Step CTA
4

Close ← Hook Pairings

Redirect
Contrast Setup 5Parallel List Open 5Tribe Call-out 4
Direct CTA
Tribe Call-out 5Curiosity Spike 3Data Point Start 3
Try This Today
Direct Question Hook 5Role-specific Opening 3Data Point Start 1
Retention Hook
Open Loop Statement 3Data Point Start 2Contrast Setup 1
Open Loop
Contradiction Hook 2Symptom Stack 1Tribe Call-out 1
Offer Tease
Process Teaser 2Misdirection Open 2Contrast Setup 1
Soft CTA
Curiosity Spike 1Conflict Statement 1Contradiction Hook 1
Next Step CTA
Past-self Open 1Conflict Statement 1Contradiction Hook 1

Close Visual Signatures

RedirectText on screen: 98%
Medium Close-up 37Two Shot 10Text Card 9Medium Shot 7Full Screen Text 5
Direct CTAText on screen: 84%
Medium Close-up 19Text Card 9Medium Shot 8Mirror Shot 6Close-up Product 4
Try This TodayText on screen: 93%
Medium Shot 5Text Card 3Medium Close-up 3Close-up Detail 1Screen Recording 1
Retention HookText on screen: 70%
Medium Shot 10Medium Close-up 7Text Card 3Close-up Product 2Overhead Flat Lay 2
Open LoopText on screen: 67%
Text Card 1Insert Shot 1Medium Shot 1Mirror Shot 1Medium Close-up 1
Offer TeaseText on screen: 94%
Medium Shot 4Medium Close-up 3Two Shot 2Text Card 2Medium Wide 2
Soft CTAText on screen: 100%
Split Screen 1Talking Head Classic 1
Next Step CTAText on screen: 100%
Medium Close-up 14Medium Shot 5Wide Shot 1Close-up Face 1Screen Recording 1

Past Weeks

Creative Intelligence — Week 12Creative Intelligence — Week 11Creative Intelligence — Week 10Creative Intelligence — Week 9Creative Intelligence — Week 6Creative Intelligence — Week 8Creative Intelligence — Week 7Creative Intelligence — Week 5Creative Intelligence — Week 4Creative Intelligence — Week 3Creative Intelligence — Week 2

Frequently Asked Questions

1

What does this weekly creative intelligence report cover?

172 high-performing video ads decoded across 12 verticals. Not surface-level summaries. Structural formulas: which hooks are scaling, which psychology is converting, which beat architectures are running longest. The patterns that separate winning creative from the 70-90% that fail.

2

How does Heista decode ad creative?

Every ad is reverse-engineered into its structural formula: beat-by-beat architecture, hook type, psychological mechanism, visual DNA, and timing. The same intelligence a creative strategist charges $10K+/month to produce, extracted in 30 seconds. This weekly report aggregates those formulas to surface what's working right now.

3

How can I use these formulas in my own ads?

The Playbook section gives you specific formulas to test this week. The Scaling Leaderboard shows which structures are running longest (proven, not theoretical). Sign up for Heista to decode any ad yourself, generate ready-to-shoot scripts on proven formulas, and brief creators with shot-by-shot specs and visual direction. Your brand voice and product details load automatically.

4

How often are new reports published?

Every week. New ads decoded, new patterns surfaced, new formulas identified. Category-specific intelligence drops are also published weekly if you want to go deeper into your vertical.

Every winning ad has a formula. Heist it.

Decode your competitors' ads. Generate scripts using proven formulas. See what's working before you spend a dollar testing.

Try HeistaSee Last Week's Report

Decode any video ad in seconds. See the psychology behind why it works.

Try Heista

See what's behind the numbers

Every trend in this report was extracted from a real ad. Decode its exact formula.

Pick any winning video and decode its exact formula. Hook type, beat structure, psychological mechanism, linguistic patterns, visual direction. All of it.

Decode any ad free — 3 scans included

Frequently Asked Questions

Explore More

Ad Hooks

See which hooks perform best in your category with scaling rate data.

Why Ads Work

Explore the 16 psychological missions behind high-performing ads.

Creative Intelligence Glossary

380+ ad creative terms decoded with behavioral mechanisms.

Ad Decoder

Decode the exact formula from any video ad. 3 free scans included.

Brand Strategy

Generate complete brand creative intelligence from any URL.

What Is Creative Intelligence?

How Heista decodes the invisible formulas behind winning ads.

Meta Ads Creative Testing Framework

A systematic approach to testing ad creative on Meta platforms.

For D2C Brands

Creative intelligence built for direct-to-consumer advertisers.

Expand what your creative team can do.
Move from brief to better creative work, faster.

Get Started Free

7-day free trial.

Browse decoded ads

All decoded adsHealth & Supplements ad decodesFood & Beverage ad decodesBeauty & Skincare ad decodesB2B & Software ad decodesHome & Living ad decodesFashion & Apparel ad decodesPet ad decodesTech & Gadgets ad decodes