The founder talking to camera with an opinion — a hot take, a position, a thing the industry gets wrong. It is thought leadership rather than a sales pitch.
When to use it
For brand building, LinkedIn and X, and for early-stage companies where the founder is the most credible asset available. It is the wrong format for a discount or a product feature.
The thing to get right
Only three beats. The whole format is one argument delivered without cutting away, and adding beats turns a position into a presentation.
The format at a glance
- Output — a video ad.
- Structure — 3 beats, each one a separately planned shot.
- Family — Organic social video.
- Recipe id — founder_pov, which is what you name when you ask for it by hand or from an agent.
Can the founder pitch the product in it?
Barely, and not for long. It is thought leadership rather than a sales piece: the product is credibility for the opinion, not the subject of it. Three beats is the cap because adding beats turns a position into a presentation, and the reason it works is that it sounds like a person saying what they think.
Related formats
Video formats aimed at reach rather than a click — founder takes, behind-the-scenes, slideshows and swipeable carousels. They are written to look like content, not like an ad.
- POV meme — a "POV: …" text-over-video relatable meme clip (TikTok/Reels native)
- Behind-the-scenes — authentic behind-the-scenes / day-in-the-life footage
- Trend / relatable — a trend-style relatable scenario reel (riding a format/sound)
- Photo slideshow — a TikTok/IG photo slideshow — a sequence of vertical text-forward slides (hook → points → CTA)
- Voiceover B-roll — aesthetic b-roll under a first-person voiceover
- Day in the life — a "day in my life" vlog montage of a creator’s real day (first-person)
The full catalog is on the creative recipes index.
Point Hermoso at your brand and render a founder hot-take today — the free plan needs no card.
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