Carousel (2-10 cards)
Swipeable cards that build an argument one tap at a time.
Sequence without video. Each card is a beat - hook, then problem, then proof, then offer - and the swipe itself is a tiny commitment that pulls the viewer deeper. Great for arguments that need a couple of steps but don't justify a film shoot.
Why it works
Sequence without video - each card is a beat, and the swipe itself is a tiny commitment that pulls the viewer deeper. Great for arguments that need a couple of steps.
Format Examples
How this format plays out across different products and segments.
Card 1 hook, 2-4 proof, 5 offer.
A before-vs-after carousel, one comparison per card.
Listicle of reasons to switch, one per swipe.
How to build it
Hook on card 1
Earn the first swipe with a strong opener.
One idea per card
Build the argument a beat at a time.
Offer on the last card
Resolve and CTA.
Example executions
Card 1 the hook, cards 2-4 the proof, card 5 the offer.
A 'before vs after' carousel, one comparison per card.
Listicle of reasons to switch, one reason per swipe.
Carries these angles well
Reach for it when
Education, step-by-step explanations, listicles, and product-aware buyers who'll swipe to learn more.
Skip it when
Single punchy claims that don't need multiple cards, and audiences too cold to bother swiping.
Common mistake
Burying the hook past card 1 - if the first card does not earn the swipe, the rest is never seen.
Combine it into an ad
A format is the container. In the Hi5 Framework it wraps an angle and opens with a hook to become a finished concept.
More static / structural formats
Ugly Ad (lo-fi native)
very lowA deliberately unpolished static that looks like a post, not an ad.
Single Image
lowOne frame to land the whole idea. Hardest format to do well.
Collection
midA hero asset over a grid of shoppable products.
Dynamic Product Ads (DPA)
feedAutomated ads that show each user the products they looked at.