刷 Meta Ad Library 很爽，把”看到的东西”变成”可执行 brief”不易。下面 15 个 Prompt 强制结构化拆解——hook、offer、视觉、社证、疲劳周期、人群信号——让你最后拿到的是一份要测的角度清单，不是”我们也该做视频”的直觉。
适合哪些场景
DTC 品牌投流买手、performance creative 负责人、代理 strategist、跑 Meta / Google / TikTok 的增长营销、想看懂竞品广告策略的创始人。
什么时候不建议这样写 Prompt
不跑付费广告的品牌——库里没东西。法律敏感品类（CBD、有宣称的保健品、金融服务）也跳过——竞品自己可能就不合规，照抄风险大。
Prompt 结构公式
竞品广告拆解 Prompt 一定要带这六个要素：
- 角色：让 AI 扮演谁（奢侈品文案 / Amazon listing 策略师 / DTC 品牌声音 / 投流 hook 写手）。
- 上下文：产品、品牌语气、目标买家、平台、价格段、季节——任何会改变文案的信息。
- 目标：一个具体交付物——5 条 bullet、150 字 hero、13 个 tag、10 句 hook、一封退款回复。
- 限制：必须 / 禁止（FTC 宣称、违禁词、字符上限、语气、不用 emoji、不堆形容词）。
- 输出格式：编号清单、表格、JSON、或带标签的段落，能直接粘到卖家后台。
- 示例 / 信号：1-2 条你喜欢的参考、或反例（“不要像这个竞品”）。
这套 Prompt 适合用在哪
- 季度创意策略复盘
- 新渠道上线前的竞品扫描
- hook 库搭建
- 创意疲劳诊断
- 代理 brief 输入
15 个可直接复制的 Prompt 模板
1. 单条广告结构拆解
默认模板，截一条就跑一次。
You are a paid-media creative strategist. Tear down the ad below into structural elements: hook (first 3 seconds / first sentence), problem framing, product reveal, demonstration, offer / CTA, social proof, end card. Mark which elements are strong, which are weak, what to steal and what to skip.
Ad description: {paste ad copy + visual description + caption}可替换变量： ad copy, 视觉描述, caption, 视频时长
优化建议： 拆解还是抽象时追加：“For every element, quote the actual line or describe the exact visual frame. No generic descriptions like creative hook is strong.”
2. 仅 hook 抽取（一次 10 条）
Below are the first 3 seconds / first sentences of 10 competitor ads. Extract just the hooks. Cluster them into types ({question, statistic, demo, contrarian, before-after, persona-callout}). Mark which clusters are over-saturated in the category and which are whitespace.
{paste 10 hooks}3. offer 策略地图
For the 8 competitor ads below, extract just the offer mechanic ({% off, bundle, free shipping, free trial, money-back, gift with purchase, payment plan}). Tally which mechanics are most common, which are rare. Recommend an offer mechanic for {my brand} that stands out in the category.4. 视觉风格审计
Below are visual descriptions of 6 competitor ads. Cluster the visual styles ({UGC-shaky, studio-clean, kitchen-lifestyle, animated-product-spin, founder-talking-head}). Recommend 2 visual styles {my brand} should test based on category whitespace.5. 创意疲劳周期识别
Competitor {brand} has run these ads over the last 90 days: {list of ad summaries + launch dates}. Identify their creative-fatigue cycle: when do they refresh, how aggressively do they iterate, do they kill or amplify winners. Output 1 hypothesis about their internal creative cadence.6. 人群信号反推
For the ad below, what audience segments are they likely targeting? Read the visual, casting, language register, music or voiceover style, and offer for signals. Output 3 candidate audience hypotheses with the evidence for each.
{paste ad}7. hook → 角度库
From the 15 competitor hooks below, build a 5-angle library for my creative team: angle name, example hook from competitor, how to adapt for {my brand} without copying. Output as a 5-row table.
{paste hooks}8. 对比类宣称审计
Below is a competitor ad making a comparison claim. Audit: what they explicitly say, what they imply, what claims would require substantiation in {market}, whether {my brand} could make a similar (or counter) claim without legal risk.
{paste ad}9. 同品牌 TikTok vs Meta 对照
Below are the same competitor brand’s ads on Meta and TikTok. Map the differences: hook type, pacing, talent / casting, on-screen text density, offer placement. What does the split tell us about their platform strategy?
{paste both ads}10. carousel / catalog 结构
For the carousel / catalog ad below, analyze the slide sequence: card 1 hook, card 2-N pattern, last card CTA. What product-mix logic is at work ({hero + sister SKUs, price-tier ladder, occasion-grouped, persona-grouped})? Recommend a carousel structure for {my brand}.
{paste carousel}11. KOL / UGC 拆解
For the influencer / UGC ad below, separate what is "creator authenticity" from what is "scripted ad". Mark the seam: which line was likely written by the brand vs. by the creator. What can {my brand} learn about creator-brief structure from this?
{paste ad}12. 品牌 vs 直效比例
For competitor {brand} in {month}, score each of their ads as brand-building (no offer / soft CTA) or direct-response (explicit offer / hard CTA). What ratio are they running? What does that say about their funnel stage strategy? Recommend a ratio for {my brand}.13. 跨市场本地化审计
Competitor {brand} runs different ads in {US, UK, DE, JP}. Below are 1 ad per market. Audit what localizes (tone, casting, offer mechanic, hook angle) vs. what stays consistent (visual style, product framing). What is the localization framework you would steal?
{paste 4 ads}14. 长跑广告 DNA
Below are 5 competitor ads that have been running for {N+} weeks (likely winners). Identify common DNA: hook type, offer, visual cue, length, audience signal. Output the shared DNA as a creative brief for {my brand}.
{paste 5 long-runners}15. 拆解 → 创意 brief
把上面的分析合成一份能直接用的 brief。
Combine the hook library, offer map, and visual-style audit above into a single 1-page creative brief for {my brand}'s next paid-ad sprint: 3 hooks to test, 2 visual styles, 1 offer mechanic, audience hypothesis, success metric. Voice: actionable, no fluff.容易踩的坑
- 一字不差抄竞品——继承别人的问题，自己品牌声音也丢了。
- 不记录广告播出日期——新片和跑了 12 周的赢家解读逻辑不同。
- 把”我们也要做视频”当分析——角度 / hook / offer 才是教训，不是格式。
- 对比类宣称跳过法务复核——竞品违规不是你的免责。
- 只看高预算竞品——有时最聪明的创意来自你没听过的小玩家。
- 建 hook 库不写”别抄哪条”——同 hook 在同类品牌上会让受众秒疲劳。
- 让 AI 描述它根本看不到的广告——必须粘正文和视觉描述，不要让它编。
优化技巧
- 用 Meta Ad Library 的”已运行 N 周”指示器——老广告通常在转化，新广告还在测。
- TikTok 用 TikTok Ads Library（可用地区）+ 自然推荐 双管齐下。
- 在 Notion / Google Docs 维护拆解文档，每个竞品一个 tab，季度回看。
- 拆竞品之前先写你自己的差异点——否则会无意识吸收竞品定位。
- 一次至少 50 条做 hook 聚类，少于 20 条分不清”饱和”和”异常值”。
- 配合自己广告的投放数据——教训在交互里，不在创意单点。
- 竞品做大动作（新品、新市场、新创作者合作）48 小时内做一次紧急扫描。
FAQ
- 哪里能看到竞品广告？: Meta Ad Library（免费、公开）、TikTok Ads Library（看市场）、Google Ads Transparency Center（较新），以及 Foreplay、Atria 之类的第三方工具。
- 抄竞品广告合法吗？: 原样复制有版权风险。借用角度 / 结构是行业惯例，但创意要做成自己的。
- 多久做一次竞品拆解？: 日常每周轻扫一遍，季度做正式拆解，竞品大动作时临时拆。
- 怎么判断竞品广告在跑赢？: 播出时长是最干净的公开信号——跑 4+ 周通常在转化。UGC 的创作者互动度是另一个。
- 拆解后让 AI 直接写我们的广告吗？: AI 能从 brief 出 5-10 条 hook 变体。最终创意定稿和制作仍在团队。