Competitor teardown · 9 public Meta video ads

Shokz vs Raycon

Which of these loved consumer brands has better ads? What makes a winning formula?

4 Shokz ads5 Raycon ads122 opportunities identified

Shokz preview → Raycon preview →

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Connecty retention and creative anatomy charts for a Shokz ad and a Raycon ad: the Shokz key moment lands while 23% are typically still watching, the Raycon key moment while 6% are

Shokz vs Raycon by the numbers

Connecty scored each ad on 12 creative dimensions and a 35-point checklist. Scores on public ads, not performance data.

22%

Shokz · viewers typically still watching at the key moment

The deciding moment is a benefit or demo, and it lands early, while about a fifth of viewers typically remain.

7%

Raycon · viewers typically still watching at the key moment

The deciding moment is the offer or CTA, and it lands in the final seconds, after most viewers typically have left.

Average across each brand's ads. Retention is an industry benchmark for videos like these, not the brands' own playback data. The delayed key moment is the single biggest structural gap in the Raycon set.

Shokz (4 ads)Raycon (5 ads)

Hooks scored strong

4 of 4

5 of 5

Scene cuts per adAverage

11

25

Checklist elements presentAverage, out of 35

13

21

Scores rated weakShare of all dimension scores

48%

27%

Ads with an offer

0 of 4

4 of 5

Key moment: viewers typically still watchingBenchmark, average

22%

7%

Ads with a strong CTA

0 of 4

0 of 5

Both brands

Hooks that open on a real scene or problem

9 of 9 hooks scored strong. Formats: a pain-point warning ("If you bike outside, don't skip this"), POV, day in the life, testimonial.

Both brands

Creator-led UGC with the product in use

All 9 ads use a creator or talking head. Product understanding scored very clear in 7 of 9.

Raycon

Fast scene cuts

A cut about every 2 seconds. All 5 Raycon ads scored efficient or acceptable pacing. Shokz cuts every 3.4 seconds, and 3 of 4 Shokz ads scored slow or poor pacing.

Shokz

The payoff lands before the drop-off

In all 4 Shokz ads, the deciding moment is a benefit or a demo, like swimming with the headphones on. In 4 of 5 Raycon ads, it is the offer or CTA in the final seconds.

Shokz hook types (4 ads, all scored strong)

Day in the life, runner. Trust tone. Payoff: My headphones are exactly where I placed them at the start of my run.
Day in the life, swimmer. Excitement. On screen: Beat drop challenge, day 16: relearning how to swim.
Testimonial. Excitement. Payoff: I can still hear everything around me.
POV feature list. Neutral tone. Payoff: The open-ear design keeps me safe.

Raycon hook types (5 ads, all scored strong)

Pain-point warning. Fear and urgency. Hook: If you bike outside, don't skip this.
Us vs them comparison. Talking head, trust tone.
POV storytime. Lo-fi UGC, humor.
Testimonial with a feature list. Humor. The turn: I don't want to admit when I'm wrong, but I am obsessed with these.
Short-form sales pitch. Talking head, excitement.

In all 9 ads: the call to action is weak or missing, and none works with the sound off. Counts are given per claim below, because not every ad shares every gap.

Shokz vs Raycon: where each ad system leaks ROAS

A strong hook cannot make up for a missing ask. A persuasive ad cannot make up for a page that changes the promise.

	ShokzCategory creation	RayconDemand harvesting
Conversion job	Make open-ear matter while you move.	Make the deal win against big brands.
Story path	Day in the life, testimonial, POV. Mostly TOFU and MOFU.	Short-form sales pitch, us vs them, POV. 4 of 5 ads are BOFU.
Where ROAS leaks	None of the 4 ads shows an offer. 3 of 4 never ask for the sale. Proof rests on the creator alone. The open-ear lesson can help a cheaper rival.	In 4 of 5 ads the offer and CTA arrive in the last seconds. 3 of 5 say too much. Busy visuals in 2.
After the click	One ad sends to a generic collection page. Two creator ads show no landing page.	Each ad has a product page, but a "Shop all deals" CTA lands on a single-product page.
Opportunity identified	Name the product, add reviews or other customers' voices, show an offer, and ask for the sale.	Show the offer early, with one customer quote. Keep the ad's exact promise on the page.
Opportunities	58across 4 ads	64across 5 ads
Full analysis	Shokz preview →	Raycon preview →

Shokz must make the category matter. Raycon must make the transaction credible.

Method: Connecty analyzed 4 Shokz and 5 Raycon public Meta video ads and their landing pages. Retention uses industry benchmarks, not the brands' own data. This describes creative structure and likely friction, not campaign performance. Findings are patterns in this sample, stated with counts, not verdicts on either brand.