Creative Glossary

When an audience has seen the same ad enough that CTR/CVR drops.

Repeatable process for launching, judging, and killing ad variants.

% of impressions that watched the first 3 seconds of a video ad.

% of impressions that stopped scrolling long enough to register the ad.

The core structural idea of an ad (testimonial, before/after, founder rant).

A small iteration inside a concept: different hook, colour or opening cut.

Through-plays ÷ 3-second plays; how well the ad keeps attention after the hook.

TikTok ad format that promotes an existing organic post from any creator.

TikTok's suite of AI creative tools for scripts, avatars and voice.

Lo-fi, creator-style ad that looks like a real person, not a brand spot.

Running an ad from a creator's handle with their permission for better trust.

Opening of a video ad that decides whether the viewer stops scrolling; the single most tested element.

Creative shot by real customers or creators; typically outperforms studio ads on cold Meta traffic.

Format choice; static wins on cost and iteration speed, video wins on retention and story.

Serving different creative variants per placement (feed, story, reel) inside a single ad set.

Structured process for isolating hook, offer, and format variables in ad creative iteration.

The point where an ad's promise, audience pain, and offer clearly click; precedes profitable scale.