Blog
How short-form ads are built and measured - hook patterns, script structure, trend signals and plain definitions for every number in a video report.
Start Here
Pick an opener, build the script around it, then check whether the opener worked.
Video ad hooks - the ten openers, and how to pick oneThe ten hook patterns in Admetra’s parts taxonomy, what each one is for, and how the first three seconds are decomposed when a trend video is broken down.The 3-beat script structure behind short videos that hold attentionHook, proof, payoff: a simple script template for TikToks, Reels and Shorts - with timing, retention tricks and a worked 30-second breakdown.Hook rate - the share of impressions that survive three secondsHook rate is 3-second video plays divided by impressions. The formula, a worked example, a free calculator, and how Admetra bounds a hook when it analyzes an ad.
Hooks
The first three seconds: the openers that stop a scroll, when each one works, and what it costs you when it does not.
13 TikTok hook ideas that stop the scrollTikTok hook formulas - curiosity gaps, pattern interrupts and POV openers - with examples you can adapt to any niche in minutes.The 3-beat script structure behind short videos that hold attentionHook, proof, payoff: a simple script template for TikToks, Reels and Shorts - with timing, retention tricks and a worked 30-second breakdown.Scroll stopper - the craft term for whatever wins the first frameA scroll stopper is the opening device that interrupts a feed scroll. The common devices, how we separate it from a hook, and the vocabulary Admetra records them in.Pattern interrupt hooks - the opener that breaks the scroll rhythmThe opener that stops a scroll by being visually or verbally off-pattern. What it is, the ads it suits, and the cases where it costs you the next three seconds.
All 14 in Hooks Metrics
What each number in a video report actually measures, which denominator it uses, and where it quietly misleads.
How long should a TikTok, Reel or Short be?Short-form video length by goal - when 7 seconds beats 60, how watch time and completion pull against each other, and how to choose.CTR - clicks over impressions, and which of the two CTRs you are quotingClick-through rate is clicks divided by impressions. The link-click and all-clicks variants, why they differ, and how to read CTR against hook rate.Hook rate - the share of impressions that survive three secondsHook rate is 3-second video plays divided by impressions. The formula, a worked example, a free calculator, and how Admetra bounds a hook when it analyzes an ad.Thumbstop ratio - the same number as hook rate, under a different nameThumbstop ratio is 3-second video plays over impressions. What it is, why it is identical to hook rate, a calculator, and the vocabulary Admetra uses to compare openings.
All 11 in Metrics Trends
How a format spreads, how to catch one while it is still rising, and how to tell a trend from a fad.
How to spot trending video formats before they peakA repeatable method for catching TikTok and Reels trends in the rising phase - signals to watch, where to look, and how to tell when you’re already too late.How long should a TikTok, Reel or Short be?Short-form video length by goal - when 7 seconds beats 60, how watch time and completion pull against each other, and how to choose.Creative reuse ratio - how hard a brand is backing one adAdmetra's own term for the share of a brand's active ads running the same creative. We score it on a logarithmic curve against a 15% target, because observed ratios cluster far below that.Impression rank percentile - where an ad sits in its own brand's deliveryAn estimate of where an ad sits in its own brand's delivery, not a number Meta reports. It is the heaviest input in Admetra's trend score, and the curve is convex rather than a straight inversion.
Scripts
Structure for short-form writing: the beats, the pacing between them, and the line that carries the ask.
13 TikTok hook ideas that stop the scrollTikTok hook formulas - curiosity gaps, pattern interrupts and POV openers - with examples you can adapt to any niche in minutes.UGC ads in 2026: a practical guide for small brandsWhat makes UGC-style ads convert, how to brief creators, and the script beats that turn authentic-looking video into performance creative.The 3-beat script structure behind short videos that hold attentionHook, proof, payoff: a simple script template for TikToks, Reels and Shorts - with timing, retention tricks and a worked 30-second breakdown.
Playbooks
Repeatable routines: the work you run every week, written down so it takes minutes instead of an afternoon.
How to spot trending video formats before they peakA repeatable method for catching TikTok and Reels trends in the rising phase - signals to watch, where to look, and how to tell when you’re already too late.One video, every platform: repurposing without losing the native feelHow to turn one short video into Reels, TikToks, Shorts and ads - what to change per platform, what to keep, and the workflow that makes it minutes.Creative fatigue - when an ad stops working on the people it already reachedCreative fatigue is decay from repeated exposure, not from a bad ad. How to read it, and the freshness, longevity and survival curves Admetra scores ads on.
UGC
Creator-style advertising: what the format actually is, how to brief it, and what makes it read as native.
UGC ads in 2026: a practical guide for small brandsWhat makes UGC-style ads convert, how to brief creators, and the script beats that turn authentic-looking video into performance creative.UGC - the format, not the ownership of the footageIn paid social, UGC means creator-shot video made to look unproduced. What separates it from a testimonial, what disclosure it carries, and the category vocabulary Admetra files it under.
Guides
Longer walkthroughs that put the pieces together end to end, from first frame to published ad.
UGC ads in 2026: a practical guide for small brandsWhat makes UGC-style ads convert, how to brief creators, and the script beats that turn authentic-looking video into performance creative.One video, every platform: repurposing without losing the native feelHow to turn one short video into Reels, TikToks, Shorts and ads - what to change per platform, what to keep, and the workflow that makes it minutes.Video ad hooks - the ten openers, and how to pick oneThe ten hook patterns in Admetra’s parts taxonomy, what each one is for, and how the first three seconds are decomposed when a trend video is broken down.