B2B Video Library

Hootsuite | #KnowYourSocial: Advanced Social Ads

This B2B video ad shows a marketing manager firing off a rapid stream of acronyms like CPM, CPC, SOV, and SEM during a meeting. Michelle, one of the team members, looks confused and overwhelmed. Next, the scene shifts to a laptop showing Hootsuite Academy’s Advanced Social Advertising Course. A voiceover says, “Good thing you know your sh*t,” with a playful censor beep. Michelle then confidently leads the discussion, explaining the marketing terms clearly. The ad ends with the phrase “KNOW YOUR S#!%” changing to “KNOW YOUR SOCIAL,” followed by the Hootsuite Academy logo.

The Formula (That Works at Any Budget)

Painful truth = Marketing jargon overload
Many marketers get lost in complex terms and acronyms. This ad highlights that common struggle.
→ Lesson: Focus on a real pain point your audience faces daily.

Visual storytelling = Confused to confident
Michelle’s blank stare shows frustration. Then she gains confidence after using Hootsuite Academy’s course.
→ Lesson: Use clear visuals to show transformation your product enables.

Strong call to action = Master social advertising
The ad positions Hootsuite Academy as the solution to mastering paid social media marketing. The edgy tagline makes the message memorable.
→ Lesson: Make your product the clear answer to a key problem.

Humor Breakdown

The humor comes from a relatable office scene. Michelle’s confused expression reflects real feelings many marketers have. The censored expletive adds surprise and keeps the tone playful but professional.
→ Lesson: Use humor that connects with your audience’s daily experience.

Final Verdict

Hootsuite Academy’s ad quickly communicates how their training helps marketers cut through confusing jargon. It’s visually engaging and easy to understand. The confident tone encourages viewers to take control of their social media marketing. This short and sharp B2B ad delivers its message clearly and effectively.

BRAVE-o-meter Score:

B-7 | R-9 | A-8 | V-7 | E-8
BRAVE – 7.8/10

Watch the full ad & learn more:
Website: https://hootsuite.com
LinkedIn: Hootsuite on LinkedIn

(See what BRAVE means in our collection)

Understanding the B.R.A.V.E. Scoring System

The B.R.A.V.E. scoring system uses AI to deliver an unbiased evaluation of top-of-the-funnel B2B brand ads. It measures potential impact, memorability, and effectiveness by assessing five key components of a video ad or commercial. This system gauges an ad's capacity to drive brand recall and enhance salience, ensuring that creative work not only captures attention but also leaves a lasting impression.

What B.R.A.V.E. Stands For:

Each letter represents a key factor in determining an ad’s success:

  • B — Boldness: Is the ad original, creative, or daring? Does it break away from generic B2B marketing, or is it just another forgettable corporate video?
  • R — Relevance: Does it connect with a real buyer pain point? Is it addressing a specific frustration or need, or just listing product features?
  • A — Attention: Does it grab and hold attention in the first few seconds? Is it visually or tonally engaging, or easy to skip?
  • V — Vibe: Does it create an emotional response—laughter, recognition, or surprise? Or does it feel like just another corporate info dump?
  • E — Effectiveness: Will buyers remember the brand when they need a solution? Does the ad make an impact that lasts beyond the moment?

How It’s Applied to B2B Video Rating

Each video is scored 1 to 10 in all five categories, based on how well it meets the criteria. The total score (out of 50) is then divided by 5 to give a final B.R.A.V.E. score out of 10.

For example:

  • An ad scoring B-8 | R-9 | A-7 | V-6 | E-8 has a total of 38/50.
  • The final B.R.A.V.E. score is 7.6/10.

Why It Matters

B2B ads often struggle with being bland, forgettable, or ineffective. The B.R.A.V.E. system ensures they are judged by their ability to break through, connect with buyers, and drive action.

Simply put: If your ad isn’t B.R.A.V.E., it’s invisible.

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