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Viral Format & Unexpected ProductThe contrast creates curiosity and leaves your product lodged in the viewer’s memory. Best for everyday products that need a fresh way into the feed.

Viral Format & EducationThis format turns education into entertainment and builds brand awareness at the same time.

Your Product as a CharacterPersonifying your product guides the viewer through a demo, making complex or multi-USP products feel effortless to understand.

Stop MotionThe satisfaction of stop-motions causes pattern interrupt in the feed and is satisfying to watch, leading to high message retention rates and engaging viewers through to the call to action.

Day in the LifeFollows the product from doorstep delivery through to the bedtime routine, weaving it naturally into breakfast, cooking and winding down so it feels like a genuine daily habit rather than a one-off mention. Builds familiarity and trust through repetition across several real moments in the day.

In-Store VlogFilmed in a real retail environment, this format shows your product being picked straight off the shelf, helping viewers picture themselves doing the same. Best for brands looking to highlight their in-store presence, or spotlighting a new launch.

Product ReviewThe trusted-friend format. Introduce the product, cover what makes it worth buying, and close with a clear verdict. Ideal when there’s no single dramatic problem to solve; you just have a great product and want people to know about it.

Experience NarrativeCentered entirely on an authentic customer story with extremely soft branding, this format lowers the viewer's defenses, eliminates sales skepticism, and builds deep, peer-verified trust. Great for community-driven campaigns, top-of-funnel brand awareness, and high-consideration purchases.

Demo & How-ToLeading with the problem, then walking viewers through your product step by step in a way that feels genuinely useful, not scripted.

Problem to SolutionSpeaks to more of a specific audience than a Demo & How To. The Problem Solution leads with a very specific pain point making viewers recognise themselves, then positions your product as the fix. Powerful for driving conversions because it meets people exactly where they are.

Promotion: Problem to SolutionBuilds on the classic Problem to Solution format by weaving in a live discount code or promotion, giving viewers the extra nudge to act in the moment instead of scrolling on. Especially effective around sales periods, launches and limited-time offers.

Persona-Targeted ListicleA curated list format built around one specific persona or occasion, such as gifting or a particular skin concern, so every viewer who fits the brief feels like it was made just for them. Strong for driving click-through on multi-product ranges and gift sets.

Value Prop FocusA product integrated smoothly into a couple’s everyday routine removes the feeling of a cold, scripted advertisement and dual perspectives build trust.

MontageFast-cut visuals synced to trending audio that make your product feel like a natural part of someone’s world. Reach new audiences in a way that feels organic rather than advertised to.

One Person, Multiple PersonasBy switching appearance, one person plays two parts. It’s a scroll-stopper because viewers are drawn into the conversation, and it lets us voice a different buyer’s doubts, wants and reactions with each “person,” then win them all over by the end. Best for products where you want to go into detail on the USPs.

Two Person Comedy SkitYour product is the punchline of a relatable back-and-forth. The one who’s converted versus the one who still needs convincing. Viewers stay for the joke and absorb the product without feeling sold to. Best for brands with a product that needs a bit more explaining or demonstration.

GreenscreenPlaying an exaggerated, frustrated version of the everyday consumer makes the creator instantly relatable and worth watching. It’s a scroll-stopper because that emotional pull drives stronger organic engagement and shares, while lowering viewers’ natural skepticism toward branded content. Best for products that solve a frustration people will instantly recognise in themselves.