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Frameworks (Creatives)

Frameworks (Creatives)

Owned by Nina Romashchenko
Jan 07, 2025
1 min read

The most effective framework for managing creatives in Meta (Facebook/Instagram Ads) depends on your goals, audience, and sales funnel stage. Here are some popular frameworks:

1. ADIRA (Attention, Desire, Interest, Rationalization, Action)

This framework works well for guiding the audience through the sales funnel:

  • Attention: Grab attention with a strong headline or visual.

  • Desire: Highlight how your product solves a key problem.

  • Interest: Use concise text or video to explain the benefits.

  • Rationalization: Add social proof (reviews, case studies).

  • Action: Include a clear and compelling call-to-action (CTA).

2. PAS (Problem, Agitate, Solve)

This framework focuses on addressing audience pain points:

  • Problem: Identify a core issue your audience faces.

  • Agitate: Emphasize the consequences of not solving the issue.

  • Solve: Present your product or service as the solution.

3. Hook-Story-Offer

Great for video ads and engaging content:

  • Hook: Capture attention within the first 3 seconds (use emotional, intriguing, or controversial elements).

  • Story: Tell a relatable story that resonates with your audience.

  • Offer: Conclude with a strong offer and CTA.

4. 3-Second Rule Framework

Optimize creatives to deliver the core message within the first 3 seconds:

  • Add text overlays to videos.

  • Use visuals that instantly grab attention.

  • Communicate benefits clearly and quickly.

5. TOFU-MOFU-BOFU

This approach aligns with funnel stages:

  • TOFU (Top of Funnel): Create educational or emotional content to attract new audiences.

  • MOFU (Middle of Funnel): Highlight benefits and include testimonials or webinars.

  • BOFU (Bottom of Funnel): Use strong CTAs and clear offers for conversions.