Engaging Ad Copy for Video Ads

𝗔𝗳𝘁𝗲𝗿 𝗺𝗮𝗻𝗮𝗴𝗶𝗻𝗴 $𝟱𝗠+ 𝗶𝗻 𝗔𝗺𝗮𝘇𝗼𝗻 𝗮𝗱 𝘀𝗽𝗲𝗻𝗱, 𝗵𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗿𝘂𝘁𝗵: 𝗠𝗼𝘀𝘁 𝘀𝗲𝗹𝗹𝗲𝗿𝘀' 𝘃𝗶𝗱𝗲𝗼 𝗮𝗱𝘀 𝗳𝗮𝗶𝗹 𝗯𝗲𝗳𝗼𝗿𝗲 𝘁𝗵𝗲𝘆 𝘀𝘁𝗮𝗿𝘁. Here's what actually works 👇 #𝟭: 𝗛𝗼𝗼𝗸 𝗘𝗻𝗴𝗶𝗻𝗲𝗲𝗿𝗶𝗻𝗴 The first 3 seconds often determines the success of your creative. As a result, your target keywords should be visually dominant. And the entire piece should be mobile-friendly. Not optional. That means your text overlay must be readable and prominent. And ideally match user's search intent immediately. Pro Example. With Brushee, when we built video creative specifically to target "travel toothbrush". And displayed that exact keyword in BOLD within the first 3 seconds with a call out. We saw conversion rates jump 5% vs just marketing a generic brand video. #𝟮: 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗢𝗽𝘁𝗶𝗺𝗶𝘇𝗮𝘁𝗶𝗼𝗻 Keep the total length under 20 seconds. Feature dumping kills conversion. Focus on 2-3 core benefits max. Show your product in action within the first 5 seconds. And test different creative specifically for different keywords. #𝟯: 𝗧𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻 The key to optimizing clicks to your page lies in the details. One of major keys is to optimize for silent viewing. 85% of users browse on mute. That means you need to use high-contrast captions that pop on mobile screens. And ensure crystal clear product shots with proper lighting. 𝗞𝗲𝘆 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆: Stop treating your video ads like YouTube content. This is direct-response advertising that needs to convert in seconds. If you have questions on how to boost your ROAS using these principles. 📩 Just DM me "VIDEO". Happy to help. - Find this useful? ♻️ If so, repost it to your network and follow Ian Rollin Berry for more.

I have generated $400M with Meta ads. Most of these results came from a rock solid understanding of video creatives. To date, we’ve produced 1,000s of them that’ve driven millions for clients. Here’s 5 components that make up a winning video creative: COMPONENT 1: Write A+ hooks Poor quality hooks = throwing money down the drain. It’s that simple. Viewers aren’t going to stick around & watch the rest of your ad if your hook is inadequate. Your hooks should either:  - Lead with a benefit  - Agitate a pain point  - Call out the ICP & do one of the above Keep them simple. Being too clever usually backfires. COMPONENT 2: Show the product early Your product is the crown jewel of the video ad. If it’s a product that viewers genuinely want because it solves a pain point? Or using it is beneficial to the viewer? Sometimes that’s all it takes to hook & hold their attention. Burying the product too deep in the ad = it might be missed entirely. Rookie mistake. COMPONENT 3: Use the “heartbeat method” Heartbeat method = quick edits every 1-3 seconds so the viewer doesn’t get bored. The truth is that attention-spans are at an all-time low. So using retention techniques to keep your viewers engaged is essential. The change could be:  - Zoom-ins  - Pop ups  - New visuals New & novel creative elements that help to hold their attention. COMPONENT 4: Make the “problem” you’re calling relatable This one goes back to your market & customer research. Having a clearly defined list of problems makes it easy to agitate them in ads. The goal with the ad should be to amplify the pains that problem brings. Almost bringing those pains “to life” to capture your viewers’ attention. Agitate the problem using both the ad’s visuals & copywriting. Good research x relevant visuals x copywriting = a winning formula to convey pain. COMPONENT 5: Put your solution on a pedestal You’ve just gone *deep* into a big problem that your viewers face. You’ve put them in an emotional state - now it’s time to present a solution. You want to present the product like it’s the only solution on the planet… Aesthetic shots. Eye-grabbing visuals & imagery. Text that outlines key benefits & showing how it alleviates the pains you pointed out. This is how you balance agitating pains & presenting a solution to those pains. The biggest takeaway here is that a LOT of moving parts go into winning video creatives. There’s even more I could discuss. The goal being to make each component winners in their own right. So when they do come together? It leads to a *complete* video creative & outperforms other ads on the newsfeed. Video in paid ads is only becoming more integral as we approach 2025. My advice is to get a good grasp of the fundamentals sooner rather than later. You don’t want to be playing catch-up down the road!

Someone recently asked for my formula for creating great video ads. 🎥 In its simplest form it’s: 1. An emotional hook that speaks to WANTS, DESIRES, or PAIN. 🎯 Quickly tap into an emotion in a way that’s relatable to your core customers. 2. A product demo that shows the product in action, overcomes objections, and answers the following questions: ➡️ WHO is this for? ➡️ WHAT does it do? ➡️ WHY should I care? Example: Grammarly “It’s the perfect tool for your resume. You don’t want any errors when it’s your first impression.” ✔ Who: College student hunting for their first career ✔ What: Corrects errors ✔ Why: Make the best first impression “Grammarly is my secret weapon for writing papers.” ✔ Who: Student ✔ What: Your writing assistant for papers ✔ Why: Get good grades 3. Social proof to address more objections and add credibility. ✅ Use real customers making real statements that highlight the true benefits. NOT: I love this product and you will too! BUT: A story that communicates benefits in a meaningful and dramatic way. 4. A clear, specific call to action. 📢 If you don’t ask them to take action, they likely won’t. That’s It. There are a million ways to approach each step, but those are the steps. Anything you’d add or remove? 🤔 What are some of your favorite video ads? 🎬