5–15 Second Video Ads: Trailer Structure That Converts
If your ad feels random, people scroll. If it feels like a mini trailer, people watch. Here’s the clean formula we use for premium 5–15s spots: Hook → Escalation → Reveal → Brand‑safe payoff.
The 4-beat structure
- 1) Hook (0–1s): a pattern break. The visual is instantly readable and slightly unexpected.
- 2) Escalation (1–5s): tension or curiosity rises (camera push-in, atmosphere, a change in lighting).
- 3) Reveal (5–10s): the “why” becomes clear — product, transformation, punchline, or payoff.
- 4) Brand-safe payoff (last 1–2s): clean end beat: logo/tagline, CTA, or a loop-friendly freeze.
Make the hook readable
The best hooks are not complicated. They’re clear. One subject. One action. One setting. If it takes more than a second to understand what’s happening, the hook fails.
Escalation is where “cinematic” lives
Escalation doesn’t mean explosions. It means the shot feels intentional: a slow orbit, a push-in, a lighting change, a micro-cut that lands on a beat. This is the difference between “AI clip” and “ad.”
Three reveal types that work
- Product reveal: the camera finds the product and the scene becomes premium and clean.
- Transformation reveal: before/after, broken/fixed, dull/energized — instant meaning.
- Punchline reveal: the last beat flips the expectation (funny, dark comedy, twist).
Brand-safe payoff (don’t skip this)
Rule: End on a beat that feels finished.
• Logo/tagline overlay (1–1.5s)
• Freeze on the hero frame
• Loop-friendly end (matches first frame)
• “Get a quote” CTA on the landing page
Copy/paste briefing template
Hook: (what makes someone stop?)
Escalation: (camera move + atmosphere)
Reveal: (product / transformation / punchline)
Payoff: (logo / CTA / loop)
Length: 7s / 10s / 15s
Vibe: luxury / thriller / funny / futuristic