Libraries/Social Media Ad Techniques/Formats

Us-vs-Them Side-by-Side

A structured head-to-head between your product and the alternative.

VideoCost: mid

A more deliberate comparison than a quick split - a built-out, point-by-point head-to-head where each round goes your way. It's persuasive for fence-sitters because it does the comparison work they were going to do anyway, and stacks the deck while feeling fair.

Why it works

A built-out, point-by-point head-to-head does the comparison the buyer was going to do anyway, and stacks the deck while feeling fair. Persuasive for fence-sitters.

Format Examples

How this format plays out across different products and segments.

DTC

Round-by-round: price, ingredients, results - each panel a clear win.

E-commerce

Two carts, two totals, one obvious better deal.

SaaS

Feature checklist filling green for you, red for them.

How to build it

Pick the rounds

Choose the 2-3 dimensions you win on - price, ingredients, results.

Score each round

Walk through them one by one, each going your way.

Total it up

End on the obvious better pick.

Example executions

Round-by-round: price, ingredients, results - each panel a clear win.

Two carts, two totals, one obvious better deal at the end.

Feature checklist filling in green for you, red for them.

Carries these angles well

Us-vs-Them / Comparison Differentiation / Objection-Handling Price-Objection / We're Not Cheap

Reach for it when

Switching plays and product-aware buyers actively comparing options.

Skip it when

Cold audiences with no alternative in mind, and any matchup where the honest comparison isn't actually in your favor.

Common mistake

Comparing on a dimension you lose, or against a named competitor that invites a legal headache.

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.

The Hi5 Framework Browse angles