Check 2 / 12 MED impact In the full checklist
UGC video ads 9:16 + 4:5 hook <2s problem / result
What this check is
Short vertical video is the format that reaches cold traffic on mobile feeds, and the first two seconds decide whether the rest is seen. The structure that works states the problem and shows the result immediately.
How to implement it
Produce the same creative in vertical and square ratios, open with the problem or the result rather than a logo, and keep captions on because the feed plays muted. Make several hook variants of the same footage and test them as separate ads.
How to verify it
Compare the hook rate and the retention in the ad platform for each variant: the winners are the hooks that hold attention past the first seconds, not necessarily the highest click rate.
All 197 checks, one Google Sheet
This page is the summary. The full checklist carries the priority, the impact score and the tool link for every check — all 197 of them, across 14 categories, as a Google Sheet and CSV with lifetime updates.
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