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SLAP (Stop, Look, Act, Purchase)

SLAP is an acronym for Stop, Look, Act, Purchase, a creative framework used to structure advertisements that guide a viewer from initial attention to the final conversion action.

Definition

SLAP stands for Stop, Look, Act, Purchase — a framework designed specifically for social media advertising where capturing attention is the first and biggest challenge.

The Four Phases

  • Stop: Interrupt the scroll with a powerful hook — bold visuals, surprising statements, or pattern interrupts in the first 1-2 seconds
  • Look: Hold attention with engaging content — demonstrations, storytelling, or compelling information that rewards continued viewing
  • Act: Create a desire to take action through social proof, urgency, or scarcity
  • Purchase: Drive to conversion with a clear CTA and frictionless checkout path

SLAP is particularly relevant for TikTok Ads, Reels ads, and Story ads where you compete with an endless stream of content.

Why It Matters

SLAP addresses the reality of modern social media advertising: you have less than 2 seconds to earn someone's attention. Unlike frameworks designed for static media, SLAP puts the "Stop" phase first, recognizing that no amount of great messaging matters if nobody watches past the first second. It's essential for creating video ads that perform on algorithm-driven platforms.

Examples

  • •An ad for a meal-kit service opens with a fast-motion shot of a delicious, healthy meal being prepared in under 15 minutes (Stop), then shows the pre-portioned, fresh ingredients included in the box (Look), followed by a 'Get 50% Off Your First Box' text overlay with a 'Sign Up' button (Act), leading the user to a landing page to choose their meals and check out (Purchase).
  • •A social media video ad for a language-learning app begins with a person mispronouncing a common phrase comically while traveling (Stop), then demonstrates the app's easy-to-use, voice-correcting interface (Look), presents a 'Download Now for a Free Trial' call to action (Act), and directs users to the App Store or Google Play to install the app (Purchase).

Common Mistakes

  • ✕Creating a powerful 'Stop' (hook) but failing to connect it logically to the product in the 'Look' phase.
  • ✕Having a weak, buried, or unclear call to action ('Act'), leaving the viewer unsure of the next step.
  • ✕Providing too much information during the 'Look' stage, causing the viewer to lose interest before seeing the call to action.
  • ✕Focusing purely on brand awareness or entertainment without building a clear path toward the 'Purchase' or conversion event.
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