June 20th, 2022
Content Marketing Manager
A creative opener is the first 1-3 seconds of an ad that grabs the audience's attention and gives them a reason to watch the content that follows.
Creative openers usually consist of engaging/enticing copy and a video edit that usually shows the product in action. They outline the content that will be presented and therefore must fit into the context of the ad that follows.
The purpose of an opener is simple: To get people interested in your product or service! Openers are all about catching the viewer's attention and getting them curious enough about what you do that they want more information from you. You want them engaged enough in what you have to say or show that they want to learn more about it (and ultimately buy from you). That’s why openers matter so much; they set the tone for everything else that comes after them.
Testing which openers capture the attention of your targeted audience best enables you to maximize the effect of your valuable ad creatives by making sure they have the best chance of being viewed.
“65% of people that watch the first three seconds of your video will watch it for at least 10 more seconds.” - Meta
By now we know that creative openers are the most effective ways to capture the attention of your audience and immediately make them feel connected to your brand.
But coming up with an interesting opener is easier said than done.
The first step in creating a good opener is to have a clear understanding of the product or service you're selling. You need to know what your target market wants and how they want it.
The best practice is to use "scroll stopper" content - content that is so interesting or engaging that it makes you stop on social media to pick it up. It usually creates copy that summarizes the angle of the following ad in an interesting way.
Offer simple Solution, Benefit, or Result of using your product.
Offer the result in a form of a testimonial.
Offer a cliffhanger or a challenge.