Why Your Ads Flop on TikTok But Crush on Stories (and vice versa)

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Nobody consumes ads at the same pace. Sometimes they’re flying through content without a second thought. Other times, they slow down, get curious, and lean in.

That difference in scroll speed is exactly why a one-size-fits-all creative approach doesn’t work.

In this email, we’ll cover:

• Why attention states matter more than demographics

• How to design for different consumption speeds

• The “Context Velocity Framework” that matches creative to browsing behavior

By the end of this, you’ll be able to spot the difference between passive scrollers and active shoppers, know how to adjust your creative to each state, and apply a framework that keeps your ads in rhythm with the way people actually browse:

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Attention States Matter More Than Demographics

Marketers tend to just focus on who their audience is. Age, interests, income, and location. 

While those things matter, they don’t explain why the same ad that works in one context completely falls flat in another.

The missing piece is the attention state. People scroll differently depending on their mindset, and your creative has to adapt.

Passive scrolling

This is the “doomscrolling” mode. Think TikTok, Reels, Twitter. 

People are zoning out, not shopping. Creative here has milliseconds to hook, so you need something visually disruptive or emotionally charged to earn a pause. 

Depth doesn’t matter yet.

Semi-active browsing

Platforms like Instagram Stories or YouTube Shorts fall here. 

People are curious, but not in full decision-making mode. They’ll give you a few seconds if you reward them with a mini narrative or quick payoff. 

Humor, curiosity, and relatability land well in this zone.

Active intent

This is shopping mode. PDPs, Google search, or retargeting placements. 

People here actually want details: reviews, comparisons, benefits, and a clear path to buy. 

Creative that leans into proof and clarity works better than flashy hooks.

When you design around attention state, your ads stop feeling out of place and start meeting people where they actually are.

Designing For Different Consumption Speeds

Once you know the attention state, you can start mapping creatives to the natural rhythm of the platform. Every environment has its own tempo.

Fast feeds (TikTok, Reels, Shorts):

The window to grab attention is brutally short. The first one to two seconds decide everything. That means:

• Movement is more important than polish.

• Copy should be almost invisible.

• The creative has to feel like native content, not an ad barging in.

Medium-speed placements (Stories, LinkedIn, Pinterest):

People will give you 10 to 15 seconds if you structure it well. 

A simple 2-act arc works here: setup, value, payoff. 

Subtitles and overlays help capture those who are half-watching without sound. 

Humor or curiosity often carries best.

Slow consumption (Search, PDPs, YouTube pre-roll):

Here, attention is a luxury. People expect depth, and they’ll actually read or watch. 

This is where you layer in proof, education, testimonials, or detailed product explanations. 

A strong CTA at the end ensures attention turns into action.

If you misalign creatives to the platform speed, you lose people instantly. But when you sync with it, your ad feels like it belongs.

The Context Velocity Framework

This framework ties everything together. The idea is simple: adjust the density of your information to match the speed of consumption.

• High velocity: fast scroll + light information

People are moving quickly, so your job is to stop the scroll. Use bold visuals, strong hooks, and minimal text. The goal is to earn a pause, not to educate.

• Medium velocity: moderate scroll + moderate information

You have a bit more time to play with, so give people a story. Short narratives, curiosity-driven hooks, or playful reveals work well. You’re keeping attention alive just long enough to build interest.

• Low velocity: slow scroll + heavy information

This is where details shine. Reviews, proof, education, or technical explanations can all land here without overwhelming. People are already leaning in, so your creative should reward that effort with clarity and depth.

When you calibrate your creative to velocity, you’re not forcing people to adjust to your message. You’re delivering it in a way that matches how they’re already consuming.

Final Thoughts

Simply making more content won’t be the answer. 

Make content that feels natural in the exact moment someone sees it.

Once you start designing around scroll speed, your ads stop feeling like interruptions and start feeling like part of the feed. 

That shift is what transforms quick impressions into lasting results.

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Until Next Time ✌️
- Kody

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