TLDR Tech / Marketing
How to build curiosity into high-performing social ads
Attention gets a viewer to notice a social ad, but curiosity is what keeps them from scrolling away in the next few seconds. Platforms are increasingly built to reward the second half of that equation. Meta and TikTok's AI-driven delivery systems now optimize for watch time, saves and shares, and clicks that happen after the video ends. These are all signals a genuinely curious viewer produces without prompting. Building that gap into the creative means designing open loops, such as a surprising statement or an unresolved problem, then demonstrating a result instead of describing it.
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