Audio Speech Early
What it is
Speech is detected in the audio of the first 5 seconds of the video.
Why it matters
Early speech can communicate value quickly and anchor attention in fast-scroll environments.
Example that sets this to true
A voiceover or on-camera dialogue starts between 0:00 and 0:04.99.
Brand Mention Speech
What it is
The brand name is heard or mentioned in the audio or speech at any point in the video.
Why it matters
Spoken branding reinforces recall, especially when viewers are multitasking.
Example that sets this to true
A voiceover says the brand name at any moment in the video.
Brand Mention Speech 5 Secs
What it is
The brand name is heard or mentioned in the audio or speech during the first 5 seconds.
Why it matters
Early brand mentions accelerate recognition and attribution.
Example that sets this to true
The brand name is spoken between 0:00 and 0:04.99.
Brand Visuals
What it is
The brand name or brand logo is shown in-situation or overlaid at any time in the video.
Why it matters
Visual branding ensures viewers connect the message to the advertiser.
Example that sets this to true
A logo overlay appears on screen or branded packaging clearly shows the brand name.
Brand Visuals 5 Secs
What it is
The brand name or brand logo is shown in-situation or overlaid in the first 5 seconds of the video.
Why it matters
Early branding improves immediate recognition in feed-based placements.
Example that sets this to true
A logo or brand name is visible between 0:00 and 0:04.99.
Call To Action Speech
What it is
A Call to Action phrase is heard or mentioned in the audio or speech at any time in the video.
Why it matters
Spoken CTAs can drive action even when viewers are not reading on-screen text.
Example that sets this to true
A voiceover clearly says “Shop Now,” “Buy Today,” or another defined CTA phrase.
Call To Action Text
What it is
A Call to Action phrase appears in on-screen text overlays at any time in the video.
Why it matters
Text CTAs guide action in sound-off viewing environments.
Example that sets this to true
On-screen text displays a clear instruction like “Learn More” or “Shop Now.”
Call To Action Motivator (Meta Best Practice)
What it is
A prominent CTA is present and the CTA type logically matches the video’s sales intent.
Why it matters
Alignment between message intent and CTA reduces friction and improves conversion efficiency.
Example that sets this to true
A hard-sell video with pricing or urgency ends with “Buy Now,” or a brand narrative video ends with “Learn More,” and the CTA is clearly visible or audible.
Dynamic Creative (Meta Best Practice)
What it is
Template-based, motion-graphics-heavy creative such as animated product cards, moving price overlays, or graphical transitions.
Why it matters
Dynamic layouts can improve engagement and clarity when showcasing multiple products or offers.
Example that sets this to true
Multiple products appear in animated frames that slide or flip with animated pricing or discount text.
Dynamic Start
What it is
The first shot changes in less than 3 seconds.
Why it matters
Faster openings tend to feel more engaging and reduce early drop-off.
Example that sets this to true
The opening visual cuts or clearly transitions to a new shot before the 3-second mark.
Overall Pacing
What it is
On average, each shot or frame lasts less than 2 seconds throughout the video.
Why it matters
Consistent pacing helps maintain attention across the full runtime.
Example that sets this to true
Shots change every 1–2 seconds on average across the video.
Presence Of People
What it is
People are shown in any capacity at any time in the video, including partial body presence or animated representations.
Why it matters
Human presence can increase emotional engagement and relatability.
Example that sets this to true
A person appears on screen at any point, even briefly.
Presence Of People 5 Secs
What it is
People are shown in any capacity during the first 5 seconds of the video.
Why it matters
Early human presence can help stop scroll and capture attention.
Example that sets this to true
A person is visible between 0:00 and 0:04.99.
Product Mention Speech
What it is
Defined product names or product categories are heard or mentioned in the audio or speech at any time.
Why it matters
Audio mentions improve product clarity and recall.
Example that sets this to true
A voiceover says the product name or category.
Product Mention Speech 5 Secs
What it is
Defined product names or product categories are heard or mentioned in the audio or speech during the first 5 seconds.
Why it matters
Early product clarity helps viewers quickly understand relevance.
Example that sets this to true
The product name or category is spoken between 0:00 and 0:04.99.
Product Mention Text
What it is
Defined product names or product categories appear in on-screen text or overlays at any time.
Why it matters
Text mentions reinforce product understanding, especially with sound off.
Example that sets this to true
On-screen text includes the product name or category.
Product Mention Text 5 Secs
What it is
Defined product names or product categories appear in on-screen text during the first 5 seconds.
Why it matters
Early text cues quickly establish what is being advertised.
Example that sets this to true
Product name or category text appears between 0:00 and 0:04.99.
Product Visuals
What it is
A product or branded packaging is visually present at any time in the video. For services, a relevant substitute such as an app UI or service personnel qualifies.
Why it matters
Seeing the product strengthens understanding and purchase intent.
Example that sets this to true
The product packaging or a branded app interface is clearly shown.
Product Visuals 5 Secs
What it is
A product or branded packaging is visually present during the first 5 seconds of the video.
Why it matters
Early visuals immediately clarify what is being advertised.
Example that sets this to true
The product is visible between 0:00 and 0:04.99.
Quick Pacing
What it is
Within any 5-second span, there are 5 or more shot changes, transitions, or camera changes.
Why it matters
Higher visual energy can improve attention and retention.
Example that sets this to true
Any 5-second section contains 5 or more distinct cuts, transitions, or camera movements.
Quick Pacing 5 Secs
What it is
Within the first 5 seconds, there are 5 or more shot changes, transitions, or camera changes.
Why it matters
A fast opening can immediately capture attention.
Example that sets this to true
The first 5 seconds include 5 or more distinct visual changes.
Mobile First Optimized (Meta Best Practice)
What it is
The video meets all of the following: full-frame 9:16 aspect ratio, intentional clear audio, and captions when speech is present.
Why it matters
Technical mismatches reduce effectiveness in mobile-first placements.
Example that sets this to true
A full-screen 9:16 video with clear audio and synced captions when dialogue or voiceover is present.
Supers
What it is
Text or graphic overlays appear over the video content at any time.
Why it matters
Supers help communicate key messages quickly, especially with sound off.
Example that sets this to true
Any on-screen text overlay appears during the video.
Supers With Audio
What it is
The spoken audio matches or contextually supports the meaning of the on-screen text.
Why it matters
Alignment between what viewers see and hear improves comprehension.
Example that sets this to true
On-screen text says “Free Shipping” while the voiceover references free shipping.
Text Overlay (Meta Best Practice)
What it is
All text overlays are optimized for mobile viewing, with readable fonts, strong contrast, safe placement, and concise messaging.
Why it matters
Clear text improves comprehension and reduces visual friction.
Example that sets this to true
Every overlay is legible on mobile, high-contrast, placed in a safe zone, and limited to short phrases.
Video Hook (Meta Best Practice)
What it is
A distinct, attention-grabbing element occurs within the first 2 seconds, such as an unusual visual, bold text, or a sharp audio cue.
Why it matters
Strong hooks reduce scroll-past behavior and improve early retention.
Example that sets this to true
The video opens with a problem-first visual, a bold question or claim in text, or a sharp sound cue within the first 2 seconds.
Visible Face 5 Secs
What it is
At least one human face is visible in the first 5 seconds of the video; animated or illustrated faces qualify.
Why it matters
Faces can create immediate connection and attention.
Example that sets this to true
A face is visible between 0:00 and 0:04.99.
Visible Face Close Up
What it is
A close-up of a human face appears at any time in the video.
Why it matters
Close-ups increase focus and emotional impact.
Example that sets this to true
A shot tightly frames a person’s face at any point in the video.