Rising formats
Formats gaining share in your category, such as founder-to-camera, split-screen comparisons or creator unboxings.
Home Trend Brief
File 007 · Category trends
See what is starting to work in your category, before everyone copies it.
The Trend Brief watches public ads across your whole category, not just the competitors you track. It spots formats, hooks and offers that are spreading fast, and tells you which ones fit your brand.
- Coverage
- All public ads in your category and region
- Signals
- Formats, hooks, offers, creators, music, length
- Update
- Daily, summarised weekly
- Fit score
- How well each trend matches your motive map
Contents of the file
What you find inside.
Spreading hooks
Opening lines being picked up by several brands at once, with first-seen dates.
Offer climate
How deep discounts are running this month and whether bundles or free gifts are replacing them.
Fading patterns
Formats that were common a quarter ago and are now being switched off.
Brand fit
Each trend is scored against your Motive Map, so you skip trends your buyers will not respond to.
Brief-ready examples
Three public examples of each trend, saved so you can show your designer exactly what you mean.
Worked example
A page from a real file.
Typed exactly as it appears in the workspace, for a packaged coffee brand in its first month on Motivestone.
File 007
Trend Brief · Packaged coffee · India · Week 41
- Rising
- Desk-setup videos, up across 14 brands in 3 weeks
- Spreading hook
- "Skip the cafe queue" seen in 9 brands
- Offer climate
- Free mug bundles replacing flat 20% off
- Fading
- Slow-motion pour shots, down by half
- Best fit for you
- Desk-setup videos · fit 86 / 100
Analyst verdict
Desk-setup videos speak to convenience, your strongest motive. Test two before the format becomes crowded.
Procedure
How it works, step by step.
- 01
Pick your category
Choose a category and region. Add keywords for niches like "cold brew" or "protein snacks".
- 02
We watch the field
New public ads in the category are collected and tagged daily.
- 03
Patterns are measured
Formats, hooks and offers are counted over time to spot what is rising and fading.
- 04
You get the brief
A short list of trends worth testing, with fit scores and examples.
Margin notes
Ground rules for this file.
Trends are built only from public ads. Individual brands in the category are not told their ads appear in trend reports.
A trend is listed only after it appears across several unrelated brands, to avoid one big advertiser skewing the picture.
Fit scores are guidance. They are based on your Motive Map and improve as it does.
- A:
Competitor Ad Files follows the specific brands you name. The Trend Brief watches the whole category, including brands you have not heard of yet.
- A:
Any region where the platforms publish an ad library. Coverage depth depends on how much each platform makes public in that region.
- A:
Yes. The trend summary is included in the Weekly Briefing, or can be sent on its own.
Related files
The rest of the dossier.
- Competitor Ad FilesEvery active competitor ad, with hooks, offers and run time
- Creative ScorerScore a draft ad before a single dollar is spent
- Motive MapThe real reasons your buyers check out
- Spend AllocatorMove budget from weak ads to strong ones, with your approval
- Landing Page CheckRed-pen review of the page your ads send people to
- Weekly BriefingOne typed page every Monday, with three actions
Your case