Five strategies for video ads that convert cold audiences

Executive overview

Most video ads fail because they open with benefits instead of pain. Cold audiences need to feel understood before they'll act.

The PAS flow (pain, agitate, solution) is the core structure. Every element of the ad — the hook, the copy, the visuals, the text overlay — reinforces this sequence.

• Two seconds to hook with a specific pain point
• Agitate with details that prove you understand their situation
• Drive to a clear next action

The two-second hook

• Open with the viewer's pain, not your product
• You have two seconds before they swipe past
• Speak directly to the person: "Does this happen to you?" or "Are you struggling with X?"
• Pain outperforms desire as a hook
• Specificity is the key — name the exact problem they're experiencing

The PAS flow

• Pain → Agitate → Solution is the underlying structure for every video ad
• Agitate means describing their reality: what they've tried, why it failed
• The more precisely you describe their pain, the stronger the connection
• Use two or three agitation points that are all true simultaneously
• Close with the solution: what they should do next (download, trial, call)

Metacopy

• The text description beneath the ad functions as a sales page
• Mirror the PAS structure in written form under the video
• Most mobile viewers watch without sound — the copy carries the sale
• On Instagram, clicking an ad surfaces the description above the video
• Include objections, benefits, and a clear call to action in the copy

Stamping your brand

• Put your logo on every video, even if viewers don't click through
• Impressions build top of mind awareness (TOMA) over time
• Most people can't recall how they first heard of a brand — repeated exposure creates familiarity
• More ads running across a market improves performance of all ads collectively

Text placement on video

• The top-right corner (the "golden triangle") is where eyes naturally go
• Place the hook as visible text on the video for silent viewers
• Ad platforms typically allow up to 20% text coverage on video
• Text stops the scroll, prompts sound-on engagement, and reinforces the pain before any click