The best social media ads have a "thumb stoppy" quality. People want to scroll, so ads need to stop that thumb first and then create a desire to click through and engage with the brand. There are many methods for achieving this. Gorgeous footage of the product, a fancy visual effect, or even just compelling copy to name a few. Authenticity on social is key. That can often mean handing a phone to an actor to make a selfy video. One of my most successful videos was shot with a doorbell camera to help sell the believability. At this point I've used almost every trick in the book to create succesful ads. At Tubscience I learned to use data and an extremely high volume of video iterations to A/B test and find the best possible version of an ad.