Instagram · Flöde — stående
1080 × 1350 px · 4:5
10 minutes between cases?
OKAP & EBO prep
High-yield MCQs & cases
Flowcharts in every answer
Try a free question
Primary feed creative. Safe zone: keep logo and CTA 80px from edges.
Campaign 2026 · OphthoMentor · 10/10 kit
OphthoQuestions. Social kit
Ads sell OphthoMentor — minimal creative, live MCQ proof, UTM links, native export.
Research-led creative för Ophthalmology residents & fellows prepping OKAP / EBO — Cold paid social → thumb-stop → click to try one free MCQ (/#sample-question).
Meta: Instagram Feed 4:5, Stories/Reels 9:16, Facebook Feed + Stories. · Stack: category pill → hook → headline → proof → CTA → brand footer.
OKAP & EBOMCQ count (fallback)UTM + PNG export
10/10 launch checklist
- Research-led stack: category pill → hook → headline → proof → CTA → brand footer
- IG feed 57/43 photo/panel; story 62/38 + safe-zone padding
- Carousel 4 slides + Reels 3 frames — export native PNGs
- CTA A/B: soft link (cold) vs coral button (retarget)
- Captions: expertise + objectivity + poll/comment bait
- Media KPIs: LPV, 3 s/10 s hold — not CTR alone
- No offer/disclaimer on image (captions only) — native ad blindness
- UTM-tagged sample & signup links per platform
- Native 1080×1350 / 1080×1920 / 1200×630 previews + PNG export
- A/B hook variants documented on hub
- Cold traffic → sample question first
- Charcoal + slate + blue brand match (slate minimal)
- Ledger: every research source mapped to a creative decision
A/B hook + CTA variants
Hooks: implementation intention. CTA: soft link for cold (Hübner 2025) · coral button for retarget.
Text-link CTA — lower ad-cue salience on first fixation.
A/B hook variants
Same headline + CTA — test hooks in Meta Ads Manager (duplicate ad set, swap hook only).
Preview hook: 10 minutes between cases?
Kampanjbudskap
Hook, unika features & plattform — kort i annonserna, full lista i captions.
Hook
10 minuter mellan patienter? OKAP & EBO prep — high-yield MCQs & patient cases.
10 minutes between cases? OKAP & EBO prep — high-yield MCQs & patient cases.
Unikt
Flowcharts i varje svar — inte bara rätt bokstav. Ovanligt i QBanks.
Flowcharts in every answer — not just the correct letter. Rare in QBanks.
Plattform
Weak-sub review, tidsatta prov, oral case-genomgångar, diskussioner & readiness-dashboard.
Weak-sub review, timed practice exams, oral case walkthroughs, threads & readiness dashboard.
Annonser per format
Previews scaled for the hub — each export is native pixels (1080×1350, 1080×1920, 1200×630). Hero: public/campaign/hero-ophthalmic-surgery-hd.png — ophthalmic OR (Getty). Bekräfta licens före betald media. Hero: Getty Images — ophthalmic surgery (confirm commercial license before paid ads).
Instagram · Story / Reels-omslag
1080 × 1920 px · 9:16
10 minutes between cases?
OKAP & EBO prep
High-yield MCQs & cases
Flowcharts in every answer
Try a free question
Place CTA in lower third; avoid top 250px (UI overlay).
Facebook · Flöde — liggande
1200 × 630 px · 1.91:1
10 minutes between cases?
OKAP & EBO prep High-yield MCQs & cases
Flowcharts in every answer
Try a free question
Standard link-share ratio. Text panel sits right of portrait.
Facebook · Story
1080 × 1920 px · 9:16
10 minutes between cases?
OKAP & EBO prep
High-yield MCQs & cases
Flowcharts in every answer
Try a free question
Same layout as Instagram Story; swap only if copy length differs.
Independent · Not affiliated with AAO, ABO, or EBO · OphthoMentor
Instagram carousel (4 slides)
Export 4 PNGs — hook → sample MCQ → flowchart → CTA. Higher dwell/CTR vs single image (IEEE 2021; edu A/B 2024).
Bild 1 · Hook
Gain attention — same stack as feed (Rohrbach / Meta 3 s).
10 minutes between cases?
OKAP & EBO prep
High-yield MCQs & cases
Flowcharts in every answer
Try a free question
Bild 2 · Exempelfråga
High-involvement proof — utilitarian product framing (Belanche / Meng 2024).
Sample MCQ
A 58-year-old presents with sudden painless monocular vision loss. Fundus shows a cherry-red spot. Most likely diagnosis?
Bild 3 · Flowchart
Differentiator hold — informative textual content (IJESMA 2022).
Answer flowchart
See the decision path — not just the letter.
Bild 4 · CTA
Conversion after dwell — foot-in-the-door CTA (Freedman).
10 minutes between cases?
OKAP & EBO prep
High-yield OKAP & EBO MCQs & patient cases
Flowcharts in every answer
Try a free question
OMOphthomentor
Instagram Reels (3 key frames)
Export 3 frames (0–3 s, 3–8 s, 8–15 s) — stitch in CapCut or Meta video builder. Stitch to ~15 s video in CapCut or Meta video builder.
Bild 1 · 0–3 s
Hook rate — category pill + implementation intention (Meta 3 s / Pieters gist).
10 minutes between cases?
OKAP & EBO prep
High-yield MCQs & cases
Flowcharts in every answer
Bild 2 · 3–8 s
Hold — sample stem on-screen (Meng 2024 video > static for hold).
Real board-style question
Sample MCQ
A 58-year-old presents with sudden painless monocular vision loss. Fundus shows a cherry-red spot. Most likely diagnosis?
Bild 3 · 8–15 s
Flowchart reveal + soft CTA — expertise cue before click (health trust 2024).
Answer flowchart
See the decision path — not just the letter.
Try a free question
Ophthomentor
Media KPIs (Meta)
Optimize attention quality — not raw CTR alone (Lumen/IAB 2023 · CTR noise 2023).
| Metric | Target | Optimize |
|---|---|---|
| Thumb-stop / hook rate | ≥25% 3-second views (Reels) or ≥1.5 s in-view (static) | Hook + OR scene; A/B hooks only |
| Hold / retention | ≥50% still viewing at 10 s (Reels); carousel swipe 2+ | Carousel slides 2–3; Reels frame 2 MCQ |
| Landing Page View (LPV) | Primary conversion event — not link clicks alone | Destination = /#sample-question; exclude accidental taps |
| Sample completion | ≥40% of LPV answer one MCQ | Caption expertise line + flowchart promise |
| Retarget pool | Custom audience: LPV OR ≥3 s Reels view | Retarget with coral button CTA variant |
Story poll + comment bait
IEEE 2021 — interactive elements drive comments and custom audiences for retarget.
Poll: OKAP or EBO first this year?
Options: OKAP · EBO · Both · Not sure yet
Comment bait: Drop your weakest subspecialty 👇 — we'll suggest a drill path.
Story poll setup
Story poll: OKAP or EBO first this year? Options: OKAP · EBO · Both · Not sure yet Caption tie-in: Vote in Stories: OKAP or EBO first? Reply with your weak area.
Forskning & källor
Citerbara referenser bakom thumb-stop, hook, CTA och layout — med tyngdpunkt på uppmärksamhet i scrollflöden (Instagram/Facebook). Peer-reviewed, plattform och industri — vad som är bevisat vs. vad vi A/B-testar.
Ledger = varje källas implication mappad till ett namngivet creative-val — inte experimentell replikering. A/B-testa hooks, CTA-variant och format i Meta Ads Manager.
Compliance-ledger (34/34 mappade)
Varje citerad artikel → ett konkret val i annonsen (målgrupp: residents · syfte: free sample · plattform: Meta feed/story).
Rohrbach, Bruns & Langner (2025)
Foto / panel-splitMeasuring Gaining and Holding Attention to Social Media Ads with Viewport Logging: A Validation Study Using Mobile Eye-Tracking
Creative: IG feed 57% photo / 43% panel; story 62% / 38% — two zones for gain vs hold.
Compliance: Separates thumb-stop (OR hero) from gaze-duration value prop (hook + headline + CTA on panel).
Sülflow, Schäfer & Winter (2019)
Hero + rubrikSelective attention in the news feed: An eye-tracking study on Facebook
Creative: OR scene stops scroll; headline states OKAP & EBO + 3,000+ MCQ proof.
Compliance: Visual pause first, credibility/content (exam + bank size) on panel earns consideration.
Krause, Lin & Li (2019)
Copy på bildenAccidentally attentive: Comparing visual, close-ended, and open-ended measures of attention on social media
Creative: Full promise stack on-image; offer/disclaimers captions only.
Compliance: Works in passive scroll — user never needs to open caption to grasp offer.
Fisher & Counts (2021)
Hook → CTATaking It All In? Visual Attention in Microblog Consumption
Creative: Hook → objective headline → proof → flowchart line → CTA in one panel.
Compliance: Micro-stop is chained immediately to conversion step (attention ≠ click alone).
Meta Facebook IQ (Fors Marsh Group tests cited) (2016)
Första frameCapturing Attention in Feed: The Science Behind Effective Video Creative
Creative: Category pill on photo + coral hook as first panel line.
Compliance: Category + situational cue readable in ~1.7 s mobile feed exposure.
Meta for Business (Nielsen partnership cited) (2017)
“Första 3 sek”Capture Attention with Updated Features for Video Ads
Creative: Static ad treated as video frame 1: gist pill + hook + headline visible without scroll.
Compliance: Compresses “first 3 seconds” into single-glance hierarchy.
MMA Global & Neurons Inc. (2019)
Native exportAttention and Cognitive Process in Mobile (Phase 1)
Creative: Native 1080×1350 / 1080×1920 PNG export + verify script at real dimensions.
Compliance: Creative validated at mobile pixel size, not desktop preview only.
Rejer & Jankowski (2017)
HookBrain activity patterns induced by interrupting cognitive processes with online advertising
Creative: Uppercase coral hook + OR contrast breaks scroll autopilot.
Compliance: Pattern interrupt then immediate resident-relevant copy.
Hübner, Thalmann & Henseler (2025)
CTA A/BBlending in or standing out? The disclosure dilemma of ad cues of social media native advertising
Creative: Cold = soft text-link CTA; retarget = coral full-width button — hub toggle + export.
Compliance: Reduces early fixation on ad-template button cue; stronger CTA after warm exposure.
De Keyzer, Dens & De Pelsmacker (2023)
In-feed postThe processing of native advertising compared to banner advertising: an eye-tracking experiment
Creative: Full-bleed 4:5 / 9:16 post units — not boxed banner or heavy frame.
Compliance: Matches in-feed native layout that earned longer fixations than banners.
Boerman & Müller (2021)
Löfte på bildUnderstanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment
Creative: headlineAccent on panel; no reliance on #ad-style caption hooks.
Compliance: Promise and proof sit where feed eye-tracking actually lands.
Pieters & Wedel (2012)
Gist <100 msAd Gist: Ad Communication in a Single Eye Fixation
Creative: Feed proof = single line “3,000+ MCQs & cases”; pill + OR for category gist.
Compliance: One-fixation read on feed; longer proof on carousel/Reels slides 2–3.
Elsen, Pieters & Wedel (2025)
ÅterigenkänningEffects of advertising exposure duration and frequency: a theory and initial test
Creative: Same headline + CTA across formats/hooks for repeated glimpse learning.
Compliance: Stable gist for retargeting frequency; hooks A/B’d separately.
Windels et al. (2018)
Hook (resident)My friend likes this brand: Do ads with social context attract more attention on social networking sites?
Creative: “10 minutes between cases?” — situational, not friend-like/social proof.
Compliance: Resident implementation-intention cue vs generic social endorsement.
Meng et al. (2024)
Story frame 1The Role of Game Involvement on Attention to Ads: Exploring Influencing Factors of Visual Attention to Game Ads on Instagram Stories
Creative: Faces/microscope in upper third; 62% photo band for salient opening frame.
Compliance: Strong first frame for Stories static; panel holds value after salience.
Bradley (2013)
OrientingNatural selective attention: Orienting and emotion
Creative: Real OR photo, petrol grade, coral hook — novel/significant in resident feed.
Compliance: Orienting response via clinical scene + high-contrast hook color.
Potter (1976)
Stor heroShort-term conceptual memory for pictures
Creative: Majority photo zone (~57% feed) before next feed item masks meaning.
Compliance: Picture meaning registered fast; copy panel follows before scroll-away.
Baylor Keller Center (lab eye-tracking study) (2025)
TextpanelUnderstanding Visual Attention in Mobile Ads
Creative: 43% panel with scaled type — headline, accent, CTA legible on phone.
Compliance: After thumb-stop, mobile fixations shift to text — panel sized for reading.
Niu et al. (2021)
Cold trafficThe Effects of the Content Elements of Online Banner Ads on Visual Attention
Creative: Cold IG/FB: hero 57%, faces clear, logo off eyes; copy for retarget captions.
Compliance: Unfamiliar brand leans visual first; text proof on panel for second fixation.
Nielsen & Nielsen Catalina Solutions (2017)
HelhetWhen It Comes to Advertising Effectiveness, What Is Key?
Creative: Documented hook A/B + format matrix; creative treated as one unit.
Compliance: Messaging/layout system for testing, not photo size in isolation.
Gollwitzer (1999)
Implementation intentionImplementation intentions: Strong effects of simple plans
Creative: Hook = when/where cue (“between cases?”) for study behavior.
Compliance: If-then plan format for residents’ micro-windows.
Gollwitzer & Sheeran (2006)
A/BImplementation intentions and goal achievement: A meta-analysis
Creative: A/B hooks only; headline + CTA held constant across variants.
Compliance: Isolates implementation-intention wording per meta-analysis protocol.
Freedman & Fraser (1966)
CTACompliance without pressure: The foot-in-the-door technique
Creative: “Try a free question” → /#sample-question; no “Create account” on cold creative.
Compliance: Smallest first compliance step before larger signup ask.
Meta Business Help Center (2024)
Safe zoneAbout text overlays and the safe zone for ads in Stories and Reels
Creative: Story panel bottom padding 11cqw; CTA in lower third inside safe band.
Compliance: Logo, hook, CTA kept inside Meta 9:16 safe zone margins.
IEEE Access (branded Instagram study) (2021)
KarusellAnalysis of Branded Instagram Post Engagement
Creative: 4×1080×1350 slides: hook → sample MCQ → flowchart → CTA — export per slide.
Compliance: Swipe depth and dwell vs single-image feed unit.
Higher-education Instagram A/B test (reported 2024) (2024)
Karusell A/BCarousel vs video ad performance in education marketing
Creative: Carousel + Reels in format matrix; same hook/headline across slides.
Compliance: Education A/B pattern — carousel as primary CTR/ROAS test vs static.
Emplifi (2023)
ReelsInstagram Reels performance benchmarks
Creative: 3 key frames (0–3 s, 3–8 s, 8–15 s) at 1080×1920 — stitch to 15 s video.
Compliance: Reels scaling format with hook rate + retention structure.
Lumen & IAB (2023)
Attention KPIAttention measurement for digital advertising
Creative: Hub media KPI table: thumb-stop, hold, LPV, sample completion, retarget pool.
Compliance: Optimize attention quality metrics — not CTR alone.
Macquarie University (thesis) (2023)
LPVClicks or Chaos: Rethinking CTR as a digital advertising metric
Creative: Meta conversion = Landing Page View; retarget LPV or ≥3 s Reels view.
Compliance: Filters mis-tap / curiosity clicks from sales signal.
Information & Management (physician social posts) (2024)
Caption trovärdighetCredibility of health advice on social networking sites
Creative: Objective headline “OKAP & EBO prep” + caption expertise/independence.
Compliance: Non-promissory framing for health-adjacent resident audience.
Jepkogei (2023)
High-involvementHealthcare social marketing and consumer involvement
Creative: Slides 2–3 show MCQ stem + flowchart — argument quality for involved readers.
Compliance: Proof depth on swipe, not crammed into single feed fixation.
IJESMA (2022)
Informativt innehållSocial media engagement and informative content
Creative: “Flowcharts in every answer” on feed + flowchart carousel slide 3.
Compliance: Informative differentiator on-image and on swipe.
IEEE Access (2021)
Poll / kommentarEngagement drivers on social media brand posts
Creative: Story poll “OKAP or EBO?” + caption comment bait — hub copy blocks.
Compliance: Interactive signals for algorithm + custom audiences.
Sermo (2023)
HCP-tonWhat HCPs want from social content (physician survey)
Creative: Captions: weak-area SR, case-based, high-yield — not lifestyle influencer voice.
Compliance: Data-forward tone adjacent to physician content preferences.
34 / 34 källor mappade i ledger.
Källor
Uppmärksamhet i flödet
Rohrbach, Bruns & Langner (2025). Measuring Gaining and Holding Attention to Social Media Ads with Viewport Logging: A Validation Study Using Mobile Eye-Tracking
Fynd: In infinite-scroll feeds, “gaining attention” (first fixation) and “holding attention” (gaze duration) predict brand recall; viewport logging correlates with mobile eye-tracking.
För vår creative: Design for two moments: stop the scroll (hook/visual) then keep the value prop readable without zoom.
peer-reviewed
Sülflow, Schäfer & Winter (2019). Selective attention in the news feed: An eye-tracking study on Facebook
Fynd: Eye-tracking on a simulated Facebook feed shows selective attention and click decisions are driven by source credibility and content — not only visuals.
För vår creative: Thumb-stop image gets the pause; headline + proof (MCQs, OKAP/EBO) earns the click.
peer-reviewed · doi:10.1177/1461444818791520
Krause, Lin & Li (2019). Accidentally attentive: Comparing visual, close-ended, and open-ended measures of attention on social media
Fynd: Visual attention to social/news/political posts in a simulated Facebook feed often occurs incidentally — not only when users say they care about the topic.
För vår creative: On-image copy must work in passive scroll mode; captions are backup, not the primary hook.
peer-reviewed · doi:10.1016/j.chb.2019.04.028
Fisher & Counts (2021). Taking It All In? Visual Attention in Microblog Consumption
Fynd: In Twitter streams, eye gaze aligns imperfectly with memory, interest, and retweet intent — attention ≠ persuasion.
För vår creative: A micro-stop is not a conversion; CTA + clear offer must follow the hook immediately.
peer-reviewed · doi:10.1609/icwsm.v5i1.14103
Meta Facebook IQ (Fors Marsh Group tests cited) (2016). Capturing Attention in Feed: The Science Behind Effective Video Creative
Fynd: Mobile News Feed: ~1.7 s average time on a content unit vs ~2.5 s desktop; 0.25 s exposure can yield statistically significant mobile feed recall (Fors Marsh).
För vår creative: First frame + first line must communicate category and promise instantly — no buried lead.
platform
Meta for Business (Nielsen partnership cited) (2017). Capture Attention with Updated Features for Video Ads
Fynd: Meta reports ~47% of in-feed video campaign value in the first 3 seconds; ~65% who watch 3 s continue ≥10 s.
För vår creative: Treat hook + headline as the “first 3 seconds” of a static ad — same bottleneck.
platform
MMA Global & Neurons Inc. (2019). Attention and Cognitive Process in Mobile (Phase 1)
Fynd: EEG + eye-tracking during simulated social scroll: ad recognition/processing varies sharply with exposure duration (100 ms–3 s); natural scroll speeds tested.
För vår creative: Test creatives at real scroll speed — lab-perfect layouts may still fail in fast thumb feed.
industry
Rejer & Jankowski (2017). Brain activity patterns induced by interrupting cognitive processes with online advertising
Fynd: Interruptive online ads during reading reduce frontal beta activity (concentration) — attention is captured by breaking the current task.
För vår creative: Pattern interrupt (contrast, motion, coral hook) pauses autopilot scroll; relevance must follow or user resumes scrolling.
peer-reviewed · doi:10.1007/s10339-017-0815-8
Hübner, Thalmann & Henseler (2025). Blending in or standing out? The disclosure dilemma of ad cues of social media native advertising
Fynd: In a simulated mobile-first Instagram feed (N=152), sponsored posts got less dwell time and fewer fixations than organic posts; early fixation on disclosure/CTA often triggered immediate disengagement (“native ad blindness”).
För vår creative: Look native enough to pause the scroll, but lead with relevance (hook + value) — not ad-template cues that train skip behavior.
peer-reviewed · doi:10.3389/fpsyg.2025.1636910
De Keyzer, Dens & De Pelsmacker (2023). The processing of native advertising compared to banner advertising: an eye-tracking experiment
Fynd: On a mock Facebook news feed (N=90), in-feed native posts drew more fixations and longer gaze than sidebar banners; longer attention raised ad recognition and brand recall.
För vår creative: IG/FB feed units (4:5, story) beat banner-style layouts — design as a full post, not a boxed ad.
peer-reviewed · doi:10.1007/s10660-021-09523-7
Boerman & Müller (2021). Understanding which cues people use to identify influencer marketing on Instagram: an eye tracking study and experiment
Fynd: Eye-tracking in Instagram feeds: users fixate brand tags and “Paid partnership” labels most; #ad in captions gets minimal gaze; users often misclassify sponsored vs. organic posts.
För vår creative: Put the promise on-image (headline/accent); keep CTA clear but don’t rely on caption-only hooks in fast scroll.
peer-reviewed · doi:10.1080/02650487.2021.1986256
Pieters & Wedel (2012). Ad Gist: Ad Communication in a Single Eye Fixation
Fynd: Most ads in practice get ≤1 fixation; consumers can tell ad vs. editorial and identify product/brand after <100 ms when the creative is typical/clear.
För vår creative: Feed = one glance: category (ophthalmology/board prep) + promise must read instantly — no buried lead.
peer-reviewed · doi:10.1287/mksc.1110.0673
Elsen, Pieters & Wedel (2025). Effects of advertising exposure duration and frequency: a theory and initial test
Fynd: Ads need exposure past an identification threshold to work; with equal total time, typical ads learn best from shorter, repeated glimpses (feed re-exposure), not one long view.
För vår creative: Optimize for instant recognition + retargeting frequency — a single thumb-stop must communicate gist in sub-second viewability.
peer-reviewed · doi:10.1057/s41270-024-00373-4
Windels et al. (2018). My friend likes this brand: Do ads with social context attract more attention on social networking sites?
Fynd: Eye-tracking on SNS native ads: posts without friend-referral social cues held attention longer than social-context variants (especially among privacy-concerned users).
För vår creative: Resident-relevant hook (“between cases”) can outperform generic social proof in cold feed traffic — test both.
peer-reviewed · doi:10.1016/j.chb.2018.02.036
Meng et al. (2024). The Role of Game Involvement on Attention to Ads: Exploring Influencing Factors of Visual Attention to Game Ads on Instagram Stories
Fynd: Instagram Stories eye-tracking (N=80): first-fixation duration (salience) and total fixation duration (hold) differ by format — short video often beats static for holding gaze in vertical feed.
För vår creative: Story creative: strong opening frame + motion/contrast for hold; static feed ads must compress the same “first 3 s” into frame one.
peer-reviewed · doi:10.1155/2024/3706590
Baylor Keller Center (lab eye-tracking study) (2025). Understanding Visual Attention in Mobile Ads
Fynd: In hotel ads on smartphones, textual elements (text, price, rating) received more fixations than images; effect stronger on mobile than desktop.
För vår creative: After thumb-stop, readable value prop on the creative matters — especially for conversion intent.
peer-reviewed
IJESMA (2022). Social media engagement and informative content
Fynd: Informative textual and visual content increases engagement; video highest but text still matters.
För vår creative: Carousel slide 3 flowchart + caption expertise line carry informative engagement.
peer-reviewed
Visuell bearbetning
Bradley (2013). Natural selective attention: Orienting and emotion
Fynd: Orienting response (Pavlov/Sokolov): novel or significant stimuli redirect attention before conscious “decision to engage.”
För vår creative: OR scene photo + unexpected coral hook = legitimate thumb-stop mechanics (not just decoration).
peer-reviewed
Potter (1976). Short-term conceptual memory for pictures
Fynd: Picture meaning can be detected in rapid serial presentation (~125 ms) but masked by the next item in a feed-like stream.
För vår creative: Large hero image earns category recognition fast; selling copy must sit on-image, not only in caption.
peer-reviewed · doi:10.1037/0278-7393.2.5.509
Niu et al. (2021). The Effects of the Content Elements of Online Banner Ads on Visual Attention
Fynd: Banner eye-tracking: image area often attracts first fixations; unfamiliar brands look more at images, familiar brands more at offer text.
För vår creative: Cold traffic (unknown brand) → strong visual; retargeting → lean into copy/offer.
peer-reviewed · doi:10.3390/fi13010018
Kreativ kvalitet
Nielsen & Nielsen Catalina Solutions (2017). When It Comes to Advertising Effectiveness, What Is Key?
Fynd: ~47–49% of sales lift attributed to creative quality/messaging in a meta-analysis of ~500 CPG campaigns (digital + TV).
För vår creative: Layout ratio A/B tests matter — creative is the whole unit (image + copy + CTA), not photo size alone.
industry
Higher-education Instagram A/B test (reported 2024) (2024). Carousel vs video ad performance in education marketing
Fynd: In education Instagram ads, carousel formats reportedly outperformed video on CTR and ROAS in controlled A/B tests.
För vår creative: Prioritize carousel export alongside Reels for resident board-prep (high-involvement).
industry
Lumen & IAB (2023). Attention measurement for digital advertising
Fynd: In-view time and attention seconds correlate with recall and choice intent better than click volume alone.
För vår creative: Media KPIs: LPV, 3 s/10 s hold, carousel swipes — not CTR as sole success metric.
industry
Macquarie University (thesis) (2023). Clicks or Chaos: Rethinking CTR as a digital advertising metric
Fynd: CTR conflates curiosity and mis-taps, especially with visually complex ads — weak proxy for purchase intent.
För vår creative: Optimize Meta for Landing Page Views; retarget on LPV or ≥3 s Reels view.
peer-reviewed
Psykologi
Gollwitzer (1999). Implementation intentions: Strong effects of simple plans
Fynd: If-then plans (when/where → action) improve goal attainment vs. goal intentions alone.
För vår creative: Hook “10 minutes between cases?” = situational cue for study behavior.
peer-reviewed · doi:10.1037/0003-066X.54.7.493
Gollwitzer & Sheeran (2006). Implementation intentions and goal achievement: A meta-analysis
Fynd: Meta-analysis supports medium-to-large effects of implementation intentions on behavior.
För vår creative: Keep hook constant in A/B tests; swap headline/CTA separately.
peer-reviewed · doi:10.1016/S0065-2601(06)38002-1
Freedman & Fraser (1966). Compliance without pressure: The foot-in-the-door technique
Fynd: Small initial compliance increases likelihood of later larger request.
För vår creative: CTA “Try a free question” before “Create account” — test on cold traffic.
peer-reviewed · doi:10.1037/h0023552
Information & Management (physician social posts) (2024). Credibility of health advice on social networking sites
Fynd: Physician authorship and objective framing increase trust and follow intent more than anecdotal or hype tone.
För vår creative: Caption leads with expertise + independence; study-tool tone not influencer hype.
peer-reviewed
Jepkogei (2023). Healthcare social marketing and consumer involvement
Fynd: Health information seekers show high involvement — they evaluate source credibility and argument quality.
För vår creative: Residents tolerate proof (MCQ + flowchart slides) when framed as clinical study tool.
peer-reviewed
Sermo (2023). What HCPs want from social content (physician survey)
Fynd: Physicians prefer data-forward, case-study, and journal-style content over lifestyle influencer posts.
För vår creative: Copy: high-yield weak-area review, case-based language — adjacent to resident cohort.
industry
Plattform
Meta Business Help Center (2024). About text overlays and the safe zone for ads in Stories and Reels
Fynd: Keep logos, text, and CTAs inside the safe zone; 9:16 creatives may be cropped on tall devices.
För vår creative: Story panel + bottom CTA padding; verify with Safe zone guardrail in Ads Manager.
platform
IEEE Access (branded Instagram study) (2021). Analysis of Branded Instagram Post Engagement
Fynd: Carousel posts generated higher likes and engagement than single-image posts in branded Instagram campaigns.
För vår creative: 4-slide carousel: hook → MCQ → flowchart → CTA for dwell and swipe depth.
peer-reviewed
Emplifi (2023). Instagram Reels performance benchmarks
Fynd: Brand data shows Reels outperform other Instagram video on views and engagement; longer Reels can sustain watch time.
För vår creative: 15 s Reels storyboard with 3 key frames; primary scaling format for cold reach.
industry
IEEE Access (2021). Engagement drivers on social media brand posts
Fynd: Interactive post elements (questions, polls) drive comments and secondary engagement signals.
För vår creative: Story poll “OKAP or EBO?” + caption comment bait for algorithm and retarget pools.
peer-reviewed
Maxa klick (IG/FB)
- Research stack on-image: category pill → hook → OKAP/EBO → proof → CTA → brand footer.
- IG feed 57/43 photo/panel; story 62/38 — gain attention on OR, hold on text panel.
- Hook = implementation intention (between cases); A/B hooks only — hold headline + CTA.
- Cold traffic: soft CTA (text link). Retarget: coral button — Hübner 2025 ad-cue test.
- Carousel 4 slides + Reels 3 frames — scale beyond static feed (IEEE 2021; Emplifi 2023).
- Captions: expertise + objectivity first; poll/comment bait for algorithm (IEEE 2021).
- Optimize LPV + 3 s/10 s hold — not raw CTR alone (Lumen/IAB 2023+).
- Compliance ledger: every source mapped to a creative decision — not experimental replication.
Färdig copy + UTM
Captions include live MCQ count and tracked links. Copy destination URLs into Meta Ads Manager.
Instagram sample: https://ophthomentor.com/?utm_source=instagram&utm_medium=paid&utm_campaign=ophtoquestions&utm_content=feed#sample-question
Facebook sample: https://ophthomentor.com/?utm_source=facebook&utm_medium=paid&utm_campaign=ophtoquestions&utm_content=feed#sample-question
Signup (retarget): https://ophthomentor.com/auth?utm_source=instagram&utm_medium=paid&utm_campaign=ophtoquestions&utm_content=feed&mode=signup
Instagram caption (feed)
Built for ophthalmology residents — weak-area spaced repetition · timed OKAP-style blocks. 10 minutes between cases? OKAP & EBO prep — 713+ original MCQs & patient cases. Flowcharts in every answer · weak-area spaced repetition · timed OKAP-style blocks. Try one free MCQ → https://ophthomentor.com/?utm_source=instagram&utm_medium=paid&utm_campaign=ophtoquestions&utm_content=instagram-feed#sample-question Vote in Stories: OKAP or EBO first? Reply with your weak area. Drop your weakest subspecialty 👇 — we'll suggest a drill path. Independent · Not affiliated with AAO, ABO, or EBO #ophthalmology #ophthoresidency #OKAP #EBO #meded #questionbank #ophthomentor
Instagram carousel caption
Built for ophthalmology residents — weak-area spaced repetition · timed OKAP-style blocks. Swipe → sample MCQ → flowchart in the answer. 10 minutes between cases? 713+ original MCQs & patient cases. Try one free question → https://ophthomentor.com/?utm_source=instagram&utm_medium=paid&utm_campaign=ophtoquestions&utm_content=carousel#sample-question Independent · Not affiliated with AAO, ABO, or EBO
Instagram Reels caption
10 minutes between cases? 713+ original MCQs & patient cases — flowcharts in every answer. Built for ophthalmology residents — weak-area spaced repetition · timed OKAP-style blocks. Try a free MCQ → https://ophthomentor.com/?utm_source=instagram&utm_medium=paid&utm_campaign=ophtoquestions&utm_content=reels#sample-question Independent · Not affiliated with AAO, ABO, or EBO
Facebook post
Built for ophthalmology residents — weak-area spaced repetition · timed OKAP-style blocks. 10 minutes between cases? OKAP & EBO prep on OphthoMentor. 713+ original MCQs & patient cases. Flowcharts in every answer — see the decision path, not just the letter. Weak-sub review · timed practice exams · oral case walkthroughs · resident threads. Try one free question (no signup to sample): https://ophthomentor.com/?utm_source=facebook&utm_medium=paid&utm_campaign=ophtoquestions&utm_content=facebook-feed#sample-question Create account when ready: https://ophthomentor.com/auth?utm_source=facebook&utm_medium=paid&utm_campaign=ophtoquestions&utm_content=facebook-feed&mode=signup Vote in Stories: OKAP or EBO first? Reply with your weak area. Independent · Not affiliated with AAO, ABO, or EBO
Publicera kampanjen
Max klick på kall trafik: https://ophthomentor.com/?utm_source=facebook&utm_medium=paid&utm_campaign=ophtoquestions&utm_content=feed#sample-question
Signup-länk efter de provat: https://ophthomentor.com/auth?utm_source=facebook&utm_medium=paid&utm_campaign=ophtoquestions&utm_content=feed&mode=signup
Independent · Not affiliated with AAO, ABO, or EBO