7 Proven Tactics to Maximise Engagement with Meta Ads

In today’s digital landscape, getting and holding attention is a hard. On platforms like Meta, where users are quickly scrolling through endless content, it’s more important than ever to ensure your ads stand out. If your ad doesn’t grab attention immediately, it’s easy for users to swipe past it.

So how do you create ads that stop users in their tracks?

Enter scroll-stopping optimisation, a set of techniques designed to hook users right away and keep them engaged. From eye-catching thumbnails to the perfect opening seconds of your video, these small tweaks can lead to major performance improvements.

Eye-Catching Thumbnails - The Scroll-Stopping First Impression

Your thumbnail is the “make or break” factor in getting users to engage with your video ad. Think of it as a mini billboard for your brand.

Bright and contrasting colours attract attention. Ensure your product is the focal point by using a simple, bold backdrop.

Showcase your product in action or convey movement. For example, a dynamic shot of someone actively using your product (like exercising with equipment) can grab attention faster than a static image.

Your thumbnail should give a quick visual clue about the benefit of your product. Keep it clutter-free and focused on one clear message.

Text Overlays - Speak to Your Audience Without Sound

Since many users browse without sound, text overlays become essential in conveying your message. Here’s how to make sure they work:

Use text to immediately communicate your ad’s core benefit, like “Achieve Brighter Skin in Days” or “Save £50 Today Only.”

Large, clear fonts that stand out against the background are essential. Stick to a few words and ensure they are readable even on smaller mobile screens.

Keep It brief. Too much text can overwhelm. Aim for concise phrases that focus on benefits and calls to action.

Strong Headlines - Reinforce the Core Message

Headlines can make or break your ad’s effectiveness by providing clarity and encouraging the user to act. Since they appear directly beneath the video, they help tie everything together:

Align your headline with the video content. If your video promotes an eco-friendly cleaning solution, for example, your headline could read “A Greener Way to Clean.”

Use action-oriented language. Use verbs that inspire action, like “Order Now” or “Discover More.” Short, impactful phrases encourage users to take the next step.

Primary Text - Maximise the Impact Above the Fold

Your primary text appears above the video and serves as the first line of persuasion. To get users interested, you need to focus on impactful messaging that fits into the first 125 characters before the “See More” prompt:

Open with a Question or Bold Statement: Phrases like “Struggling with Dry Skin?” or “Ready to Transform Your Home?” invite users to learn more.

Create urgency. Add phrases like “Limited Stock” or “Offer Ends Soon” to create urgency.

Expand on the video’s message. Use this space to add context or details not covered in the video.

The First Few Seconds - Hook Viewers Immediately

Meta ads live and die by the first few seconds. If your video doesn’t catch the viewer’s attention right away, they’ll move on. Here’s how to ensure you grab their interest:

Show the product immediately. Start your video with a clear visual of your product solving a problem. The quicker users see the solution, the better.

Highlight the key benefit. In the opening seconds, communicate what the viewer will gain from watching. For example, “Reduce Prep Time by 50%” works well for a kitchen gadget.

Start with something surprising or visually compelling to encourage viewers to stay longer. This could be a bold transformation, an unexpected moment, or a quick question that piques curiosity.

Create Multi-Frame Stories - Keep Viewers Watching

Rather than trying to say everything in one scene, break your video into a sequence of frames to build a narrative. This technique helps viewers stay interested and keep watching:

Frame 1: The Hook – Grab attention with action or a problem.

Frame 2: The Solution – Show your product in action solving the problem.

Frame 3: The CTA – Conclude with a clear call to action like “Buy Now” or “Learn More.”

By structuring your video as a mini-story, you’ll give viewers more reasons to stick around and watch to the end.

Leverage User-Generated Content (UGC) - Authenticity Drives Engagement

People trust other people more than brands, which is why incorporating user-generated content (UGC) into your ads can boost authenticity and engagement. Here’s how to make the most of UGC:

Feature real testimonials. Showcase REAL customers using your product and sharing their experiences.

Highlight relatable scenarios. UGC that demonstrates common use cases or everyday challenges makes the product feel accessible and relatable to potential buyers.

Balance with Professional Content. Mix UGC with professionally shot footage to maintain brand consistency while still leveraging the power of authenticity.