Let’s be honest: most of us can’t hit the “Skip Ad” button fast enough.
But occasionally there is that advertisement.
You know the one.
You planned to skip it… but five seconds turned into fifteen. Then you’re watching the whole thing, and by the end, you’re actually smiling. Maybe even sharing it.
Remember Dove’s “Real Beauty Sketches”?
What about Fevikwik’s fishing scene ad? silent, clever, and funny?
Or CRED’s incredibly funny dance battle between Anil Kapoor and Karishma Kapoor?
These aren’t just ads. They’re experiences. They didn’t interrupt you, they hooked you.
So what makes an ad unskippable?
Spoiler: It’s not luck. It’s psychology.
As digital marketers, when we understand human behavior what grabs attention, what keeps it, and what moves people to act we can craft content that doesn’t just sell but sticks.
Seen through the lens of a best digital marketing expert in calicut, Let’s break down the key behavioral triggers that make ads irresistible.
1. The Power of the Hook: Curiosity Is a Superpower
Ever seen a YouTube ad that starts mid-conversation? Or with someone saying, “You’re probably going to skip this, but…”?
That’s not random. It’s intentional.
They’re triggering your curiosity gap, a psychological effect where your brain craves to “fill in the blanks.”
Why it works:
Our minds hate unanswered questions. When something unexpected happens right at the beginning, like a plot twist or a strange visual, we’re compelled to stick around to understand what’s going on.
Trigger: Curiosity Gap
Try this: Start your ad with a question, a mystery, or something visually strange. Open with conflict or surprise, not a brand pitch.
2. Emotion Before Promotion: Feel Something First
Think of the ads you remember.
They made you laugh. Or tear up. Or feel inspired.
They didn’t start with a product they started with an emotion.
People do not engage with adverts for logical reasons.They engage because of emotion. Once we feel, we care. And when we care, we watch.
Example:
Before announcing the product, Google India’s “Reunion” advertisement narrated the narrative of two childhood friends who had been separated during partition.Emotional storytelling made it unforgettable.
Trigger: Emotional Contagion
Try this: Tell human stories. Show real emotions. Humor, nostalgia, empathy. They work better than a polished product shot.
3. Personal Relevance: Make It About Them
Here’s a secret: people don’t care about your brand.
They care about themselves.
If your ad speaks directly to their needs, fears, dreams, or struggles, they’ll lean in.
Why it works:
This triggers the reticular activating system (RAS), the brain’s filter. It tunes out the noise but zooms in when something feels personal or relevant.
Example:
Spotify ads that say “Your 2024 Wrapped is here” or skincare ads that call out “oily skin folks” that feel like they’re talking to you.
Trigger: Self-Relevance
Try this: Speak your audience’s language. Identify their issues or aspirations within the initial moments.
Use “you” more than “we.”
4. Pattern Interrupts: Break the Scroll, Break the Brain
Most ads follow a pattern logo, music, model, pitch.
That’s why when something breaks the expected flow, our brain pays attention.
This is called a pattern interrupt. It’s when an ad does something so unusual visually or tonally that it forces us to stop and look.
Example:
CRED’s absurd celebrity ads (Bappi Lahiri singing about credit scores?!) broke every rule and that’s why people watched.
Trigger: Novelty, Surprise
Try this: Break visual or tonal expectations. Say something opposite of what people expect. Use absurd humor, lo-fi video, or even silence.
5. Social Proof: If They Love It, I Might Too
We humans are social creatures. We’re more likely to watch, buy, or share if we see others doing the same.
That’s why testimonials, influencer reactions, and even comment overlays are used in video ads they tap into social validation.
Example:
Think of ads that say “Over 1 million users trust us” or show TikTokers reacting to a product. That’s not bragging, it’s behavioral science.
Trigger: Social Proof
Try this: Show real people loving your product. Add user comments. Show numbers. Make your audience feel like they’re joining the “in” crowd.
6. Fear of Missing Out (FOMO): The Clock Is Ticking
Want to keep people watching?
Let them know that they will lose out on something if they don’t participate.
FOMO taps into a deep behavioral trigger that causes loss aversion. We prefer to avoid losses rather than to attain gains.
Example:
Ads that say “Only today,” “While stocks last,” or “Here’s what 90% of people don’t know…” keep us hooked. Because now we need to know.
Trigger: FOMO, Urgency
Try this: Add countdowns, limited-time offers, or tease benefits they’ll miss if they stop watching.
7. Motion, Faces, and Eye Contact: Visual Psychology Matters
Studies show our eyes are naturally drawn to movement, human faces, and direct gaze. That’s why eye contact or fast cuts in the first 3 seconds make ads feel more engaging.
Why it works:
Faces evoke mirror neurons your brain simulates what it sees. Movement keeps the brain alert.
Example:
Instagram ads with someone making eye contact while talking directly into the camera (“Hey, I know you’re about to scroll but..”) often outperform fancy animations.
Trigger: Visual Attention Bias
Try this: Use real faces. Use eye contact. Use motion. Cut quickly in the first few seconds to keep the brain awake.
8. Story Arcs, Not Sales Pitches
Great ads don’t feel like ads. They feel like mini-stories.
From a psychological lens, stories work because they create narrative transportation is a state where we forget we’re watching an ad. We’re just immersed.
Example:
Apple’s “Shot on iPhone” campaigns show stories first, features later.
Trigger: Narrative Engagement
Try this: Use a story arc: setup → conflict → resolution. Even in a 15-second ad, give your viewer a journey.
Final Thoughts: Stop Selling, Start Understanding
Here’s the truth:
Unskippable ads don’t try to push people.
They pull them in by understanding how they feel, think, and behave.
As digital marketers, when we create with psychology in mind, we stop being annoying and start being engaging.
So next time you plan an ad, don’t just ask:
“What do I want to say?”
Ask: “Why would someone care?”
Because when your content makes people care, they won’t skip it.
They’ll remember it.
And maybe even share it.