Engagement on Instagram Ads has been drifting up quietly. Two years ago 3% felt strong; today, for beauty and personal care, we treat 8% as the floor.
Pattern 1 — Before/After in three seconds
Show the product outcome inside the first three seconds. Every second of context you add costs a measurable drop in view-through.
Pattern 2 — Founder-voice hooks
Videos that open with a founder speaking to camera get 40% more comments than the same script performed by a talent actor.
Pattern 3 — Save-worthy captions
Captions that read like a checklist ("3 things to check before buying...") drive saves, and saves feed the algorithm harder than likes.