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Create Stunning Facebook Video Ads with This Simple Formula

Published on: November 17 2023 by Andrew Hubbard

Create Stunning Facebook Video Ads with This Simple Formula

Table of Contents

  1. Introduction: The Power of Facebook Video Ads
  2. The Basics of Creating Effective Facebook Video Ads
    1. Debunking the Myth: Fancy Equipment Not Required
    2. The Right Format: Square or Vertical
    3. Optimal Length: 60 Seconds or Less
  3. Creating a Great Hook for Your Facebook Video Ads
    1. Contrarian Takes and Opinions
    2. Playing into Fears and Challenges
    3. Evoking Curiosity
  4. Connecting with the Audience's Pain or Struggles
    1. Demonstrating Empathy and Understanding
    2. Relating to Specific Problems
    3. Positioning Your Solution
  5. Introducing Yourself and Building Credibility
    1. Establishing Authority and Expertise
    2. Highlighting Past Successes and Experience
  6. Presenting Your Solution and Benefits
    1. Explaining Your Offering
    2. Highlighting the Benefits for the Audience
  7. Crafting an Effective Call to Action
    1. Clearly Instructing the Next Steps
    2. Emphasizing the Value and Urgency
  8. Clever Editing Tricks to Enhance Engagement
    1. Creating Different Format Versions
    2. Adding Timer Bars and Subtitles
    3. Trimming Unnecessary Content
    4. Utilizing Zooms and Sound Effects
  9. Writing Engaging Copy to Accompany Your Video Ads
    1. Grabbing Attention with Compelling Headlines
    2. Crafting a Persuasive Storytelling Narrative
    3. Incorporating Emotional Triggers
  10. Conclusion: Unlocking the Potential of Facebook Video Ads

The Power of Facebook Video Ads: Unlocking Higher Engagement and Conversions

In today's digital era, Facebook video ads have emerged as one of the most effective types of creatives for marketers and businesses. However, creating a great Facebook or Instagram video ad that truly resonates with the audience and drives optimal performance requires careful planning and execution. In this comprehensive guide, we will explore everything you need to know to create highly engaging and successful Facebook video ads that also work effectively on Instagram.

1. Debunking the Myth: Fancy Equipment Not Required

Contrary to popular belief, you don't need fancy and expensive equipment to produce compelling video ads. All you need is a smartphone with a good camera, a tripod for stability, and a lavalier mic for high-quality audio. While video quality is essential, audio quality plays an even more significant role in capturing and retaining the viewers' attention. Therefore, investing in a clip-on lavalier mic can significantly enhance the overall impact of your video ads.

2. The Right Format: Square or Vertical

When it comes to the format of your video ads, it is highly recommended to create both square and vertical versions. Recording your videos in a vertical or portrait format allows you to utilize them on vertical placements like Reels and Stories on Instagram. Additionally, you can crop and use the same content in a square format, ideal for Facebook and Instagram's news feed. Adopting this approach ensures maximum flexibility in terms of where your video ads can run, thereby maximizing their reach and impact.

3. Optimal Length: 60 Seconds or Less

While there is no definitive answer to the best length for a video ad, aiming for 60 seconds or less is generally effective. By keeping your video ads shorter, you increase the likelihood of them running across various placements, including Facebook and Instagram news feeds, Reels, and others. Currently, platforms like Facebook and Instagram allow video ads of up to 60 seconds, making it an ideal duration for broader reach.

4. Creating a Great Hook for Your Facebook Video Ads

An effective hook is crucial for capturing the attention of your ideal future customers. Rather than resorting to outdated techniques like shouting or using clickbaity language, you can employ three effective frameworks to create an impactful hook. The first framework is taking a contrarian stance or presenting a contrarian opinion that challenges commonly-held beliefs in your industry. This approach sparks curiosity and compels viewers to engage further.

For instance, if you offer a product or service that helps parents improve their baby's sleep, a contrarian hook could be: "You can get your baby to take great naps and sleep through the night without forcing them to cry it out, and no, bed sharing is not required."

The second framework involves leaning into the fears and challenges your audience faces. By highlighting a common mistake or fear, you engage viewers who are actively seeking solutions. For example: "The most common reason for babies not sleeping through the night and refusing to take long naps is a specific mistake most parents make."

The third framework revolves around curiosity. Piquing viewers' interest by introducing a unique concept or term can inspire them to stay and learn more. For instance: "Discover the secret to succeeding with Facebook ads in a post iOS 14.5 world: the power of compounding consolidation."

5. Connecting with the Audience's Pain or Struggles

To establish a genuine connection with your audience, it's essential to address their pain points, struggles, and challenges. By empathizing with their situation and demonstrating your understanding, you establish credibility and build trust. For example, if you provide solutions for businesses struggling with the iOS 14.5 update, you could begin by acknowledging the tracking issues they face: "Since iOS 14.5 was released, tracking our campaign performance accurately has become extremely difficult."

In the context of baby sleep solutions, you can empathize with parents' frustrations: "Most parents believe they are left with only two options – harsh sleep training methods or enduring sleepless nights. However, there is a gentle and effective alternative."

6. Introducing Yourself and Building Credibility

After connecting with your audience's pain points, it's crucial to establish your authority and credibility. Briefly introduce yourself, focusing on relevant experience and success stories. For instance: "I'm Andrew Hubbard, founder of Hubba Digital, with over 50 million dollars in profitable ad spend managed for clients worldwide, including reputable names like X, Y, and Z."

Alternatively, you can emphasize your expertise and qualifications: "I'm a pediatrician and certified sleep specialist with over 10 years of experience helping parents improve their baby's sleep."

7. Presenting Your Solution and Benefits

Having established trust and credibility, it's time to present your solution and the specific benefits it offers. Clearly outline how your product or service can address and solve the pain points your audience is experiencing. Highlight the advantages and positive outcomes they can expect. For example: "We have created a free online training series that guides new parents step-by-step on how to improve their baby's sleep without using harsh methods, allowing them to experience better sleep from day one."

8. Crafting an Effective Call to Action

To prompt your viewers to take action, it is vital to include a clear call to action (CTA). Instruct viewers on what they need to do next to obtain your solution or explore further. For example: "To learn exactly how I track my campaigns with 99% accuracy, click the link below or above this video to access the free training."

For baby sleep solutions, it could be: "If you want to improve your baby's sleep starting from tonight, click the link above or below this video to sign up for the free training. It's worth every minute of your time."

9. Clever Editing Tricks to Enhance Engagement

While creating great content and an effective script is crucial, employing clever editing tricks can further enhance viewer engagement. Two key editing techniques are cropping your videos for different formats and adding visual elements to captivate viewers.

Creating both square and vertical versions of your video ads ensures compatibility with various placements, increasing their visibility and impact. Moreover, adding timer bars at the bottom of the video and hard-coded subtitles that follow the spoken words not only improves accessibility but also encourages viewers to watch for longer periods.

Additionally, trimming unnecessary content, such as repetition or verbose segments, helps maintain viewers' attention throughout the video. Incorporating engaging zoom effects and appropriate sound effects can further heighten viewer engagement, making your video ads more memorable and impactful.

10. Writing Engaging Copy to Accompany Your Video Ads

In addition to the visual aspects of your video ads, well-crafted copy is essential for maximizing their impact. When writing accompanying copy, focus on creating captivating headlines that grab attention, persuasive storytelling narratives that keep viewers engaged, and emotional triggers that resonate with your target audience. A persuasive copy complements your video ad, reinforces key messages, and motivates viewers to take action.

In conclusion, Facebook video ads have immense potential to drive higher engagement and conversions for your business. By implementing the strategies and techniques outlined in this guide, you can create compelling, attention-grabbing video ads that captivate your audience, motivate action, and deliver exceptional results. So, let's get started on unlocking the power of Facebook video ads together.


  • Facebook video ads are highly effective in driving engagement and conversions.
  • Contrary to the misconception, fancy equipment is not necessary for creating great video ads.
  • Recording videos in both square and vertical formats allows for broader placement options.
  • Keeping video ads to 60 seconds or less enables maximum reach across different placements.
  • Creating a strong hook is crucial, utilizing contrarian takes, fears, or curiosity.
  • Connecting with the audience's pain points establishes empathy and builds trust.
  • Introducing yourself and highlighting your expertise enhances credibility.
  • Presenting your solution and emphasizing the benefits reinforces its value.
  • A clear call to action prompts viewers to take the desired next steps.
  • Clever editing tricks like cropping, timer bars, and subtitles enhance engagement.
  • Well-crafted copy complements video ads and motivates action.


Q: Are Facebook video ads more effective than other types of ads? A: Facebook video ads have proven to be highly effective in terms of engagement and conversions, especially when compared to static image ads. The visual and dynamic nature of video ads makes them more captivating and memorable, leading to better results.

Q: Do I need professional equipment to create successful video ads? A: No, professional equipment is not a requirement for creating successful video ads. With a smartphone, tripod, and a lavalier microphone for better audio quality, you can produce impactful video ads that resonate with your audience.

Q: What is the optimal length for a Facebook video ad? A: While there is no definitive answer, aiming for a length of 60 seconds or less is generally recommended. This duration allows your video ads to run across various placements and capture the attention of viewers effectively.

Q: How can I make my video ads more engaging? A: To enhance the engagement of your video ads, you can utilize clever editing tricks such as cropping for different formats, adding timer bars and subtitles, trimming unnecessary content, incorporating zoom effects, and employing appropriate sound effects.

Q: Is it necessary to include captions/subtitles in my video ads? A: Yes, including captions or subtitles is highly recommended as the majority of video content on Facebook and Instagram is watched with sound off. By providing subtitles that follow along with the spoken words, you ensure the message is effectively communicated even without sound.

Q: How can I increase the effectiveness of my video ad's call to action? A: To maximize the effectiveness of your call to action, make sure it is clear and instructive. Clearly state what viewers need to do next to obtain your solution or explore further, emphasizing the value they will gain and any time-sensitive factors.

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