First 3 seconds = the hook
On the feed you have 3 seconds to stop the thumb. Start with the problem or the result, not the logo. Motion, contrast, a question — anything that holds the eye.
Show the product in action
People buy what they understand. A short demo (how it's used, what it does) convinces more than ten adjectives.
On-screen text + sound-off
Most people watch ads with sound off. Add captions and on-screen text for key messages so it works muted too.
Vertical format for reels
For TikTok, Reels and Stories, vertical (9:16) is a must. A horizontal clip on a vertical feed loses half its impact.