You’ve been there. You're scrolling through Instagram on a lazy Sunday afternoon, telling yourself you’re just “killing time,” when suddenly an ad for a gadget that promises to fold your laundry stops you mid-scroll. You don’t even fold your laundry half the time, it just migrates from the chair to the bed and back again. But still, you pause. And maybe, just maybe, you click.
Welcome to the strange, beautiful science of scroll-stopping ads.
Why Do Some Ads Stop Us in Our Tracks?
Think of your social feed like a traffic jam. Everyone’s honking - friends, influencers, and that one brand that still thinks shouting “BUY NOW!” is a strategy. To break through, your ad must trigger one of three primal responses:
Surprise!
Something a little offbeat that makes your brain go, “Wait, what was that?” Like a snack brand leaning into this by swapping sterile product shots for playful, messy “real life” moments, think people caught mid-binge-watch, chips everywhere. The result? Higher engagement, simply because the imagery stands out from the polished perfection everyone else is posting.
Relatability
Ads that echo our daily struggles, like unfolded laundry or the awkward hug, make us feel seen. For example, a deodorant brand tapping into this by running a campaign centred on those cringey hug moments when you’re praying no one notices your underarms. Placing your audience in a frame of mind where they can see themselves in a situation where your product or service is needed is key.
Curiosity
The irresistible itch to know more. Sometimes it’s a headline that feels unfinished, sometimes it’s an image that doesn’t quite make sense until you click, or a video that teases just enough to keep you watching. Curiosity works because it hijacks the brain’s natural urge for closure, we hate unanswered questions, so we tap, swipe, or scroll just to see what happens next.
Why Do Others Flop Spectacularly?
Flopped ads aren’t invisible; they’re worse. They get scrolled past with Olympic-level speed. Why?
- Too pushy. Jumping straight to “Buy Now” is the equivalent of proposing on the first date.
- Stock-photo syndrome. Nobody’s ever believed “Smiling Woman Holding Salad” was real.
- No hook. “Great Discounts Available” is about as scroll-stopping as a voicemail from your network provider.
The Secret Sauce: Emotion + Design + Timing
So, what separates the duds from the thumb-stoppers? Here’s the recipe:
- Emotion
People don’t share ads because they’re accurate, they share them because it makes them feel something. Whether it’s humour, nostalgia, or relief, emotion fuels clicks. The deodorant campaign for example can work not because of the product itself, but because it makes people laugh at a universally awkward experience.
- Design
Your ad needs to scream “Look at me!” without being obnoxious. High-contrast colours, bold typography, and authentic visuals matter. When that FMCG brand swaps glossy pack shots for real-life snacking chaos, it doesn’t just make the ads look better - it makes them feel human.
- Timing
The right ad at the wrong time is still the wrong ad. Timing matters as much as creative, serve an ad for electric fans in the middle of winter and people will scroll straight past; show the same ad during a sweltering heatwave and suddenly it feels like a lifesaver. Run the right message when people are ready to act, and your ad becomes a welcome suggestion rather than an interruption.
- Relevance
The magic ingredient. Relevance isn’t about knowing someone’s dog’s name or what they had for breakfast, that’s just creepy. It’s about showing people something that fits their life in the moment: quick meal ideas for the parent juggling school runs, or cosy blankets when the cold front hits. When your audience feels like the ad was made for them, it stops being noise and starts being useful.
One Final Swipe
At the end of the day, scroll-stopping ads aren’t magic, they’re a cocktail of psychology, design, and timing served with a twist of creativity. They don’t interrupt the feed; they earn their spot in it.
At Firewater, we’ve mastered this mix. We know how to blend strategy with storytelling to create ads that don’t just get noticed, they get results. So the next time you want your brand to be the one that stops the scroll (instead of getting scrolled past), you know who to call.
