Simple Formula to Create Amazing Facebook Video Ads in Minutes

facebook video ads are one of the most effective types of creatives that you can make but the difference between a great facebook or instagram video ad and one that doesn't perform well at all is huge so in this video i'm going to show you everything you need to create a great facebook video ad that also works on instagram you learn what equipment you need how long to make your videos the style to use and the structure meaning what to say and when as well as some cool little editing tricks that you can use to get more engagement and increase the performance even further first of all let's just dispel the myth that you need fancy equipment and things to make a good video ad all you need a smartphone one with a camera a tripod something to put on you can see i've got this one here and i recommend a lavalier mic if you've got one so that's one of these mics that clip on the reason for that is because audio is the most important part of a video ad sounds weird i know but you can actually get away with the video ad where the picture quality isn't perfect but you can't really get away with one where the audio quality isn't good if the audio quality isn't good people are going to scroll past that really quickly so if you've got those three things it's all you need in terms of the format what i recommend is square or vertical so i would take your video and record it in a vertical or portrait format because that way you can use it on the vertical placements like reels and stories and you can crop it and use it as in a square format on facebook and instagram news feed for example it gives you the most flexibility in terms of where your video ad can run and that's really important because you want to get the most bang for your buck out of every piece of content or every ad that you create and by doing it that way you spread it across the widest range of placements now when it comes to video length i like to aim for 60 seconds or less there is no right or wrong answer when it comes to the optimum length of an ad but the reason i go for 60 seconds or less is again it gives me flexibility in terms of where i place my video ad the limit for reels ads both instagram reels and facebook reels at the time of recording this video it always changes but as of right now it's 60 seconds so if i can get my video ads under 60 seconds they'll run on the facebook news feed the instagram news feed instagram reels facebook reels and pretty much every other placement so that's why i like to go for 60 seconds or less now when it comes to creating a great facebook video ad the most important thing is of course the content and so now let's look at exactly what you should say and when or in other words the structure of the ad the first thing in any ad is what we call the hook and the objective of the hook is to get the attention of your ideal future customer now note there i said of your ideal future customer we don't just want to get anyone's attention and that's why it's not a great idea to get attention by doing things like yelling hey stop check this out don't scroll things like that don't work maybe they work five years ago if ever but it's not an effective way to get attention the better way to get attention is to create a great hook here are my three favorite ways to do that the first one is to go with a contrarian take or a contrarian opinion so the way that you do that is you say something that differs from the traditional sort of views or opinions in your industry something that goes against what most people kind of view as being the truth and the reason this works so well is because if somebody just believes something is being true and then they see somebody who's saying the opposite to that they're usually going to stop and listen either because a they want to defend their point of view we naturally want to defend something that we believe as being a core truth well the other reason is it just invokes a genuine curiosity and you think hey what's this person talking about i just like i'd always just assumed that that was the way things are so here's an example let's say you have a product or a service that teaches people how to get their baby to sleep better as a parent of two young kids this one's applicable to myself so we'll roll with it starting a video ad with a contrarian tape could be something like this you can get your baby to take great naps and sleep through the night without forcing them to cry it out and no it doesn't include bed sharing so what i did right there in that example was i contradicted a common belief in that space which is that you either need to use harsh what they call sleep training methods which is letting your baby cry until they fall asleep without going back in and checking on them or just doing nothing and dealing with it they kind of viewed as the only two options and then at the end there when i said and it doesn't involve bed sharing the belief there is that the only other way to do it is kind of bring them into your own bed which most parents don't want to do because then that means that their sleep is disrupted all night now let's look at another example that's a little closer to home and we'll talk about online courses specifically if i taught people how to sell online courses i could say something like you can sell a seven-figure online course without ever bothering with social media again because the common belief is that well if you want to be in this industry you have to be big into social media to promote yourself and contrarian opinion is well you don't have to do that now the second framework i like to use to create a great hook is to lean into the fears of your audience and that's because for better or for worse as humans we're more likely to move away from pain than we are towards pleasure and so by bringing somebody's attention to a pain or a fear they have that they may not have even known they had they're more likely to take action to move away from that than if you say something positive and ask them to move towards something they actually want strange hey that's human nature so here's an example if we use baby sleep again this one mistake i see parents making is the most common reason i see for babies not sleeping through the night and refusing to take long naps so you can see with that example we're talking about a mistake and so naturally parents want to know what is the mistake and are they making it so they can avoid it we could do the same in the golf niche and here's an example of that if you're a golfer and you're making this mistake with your swing it's probably costing you five to ten strokes every time you play again you can see there it's talking about a mistake so golfers want to know hey am i doing that thing and if they are you know they're going to want to learn how to fix it and the third framework that you can use here to create a great hook is just to simply go with something that evokes curiosity so using an example that applies closely to me i could say something like the way to succeed with facebook ads in a post ios 14. 5 world is to use something that i call compounding consolidation now just let you know i literally made that up on the spot there is no such thing as compounding consolidation just to clarify that but you can see what i did there naturally people who are suffering with tracking since the ios 14. 5 update are going to be interested in that and by using that method name the compounding consolidation that i just made up that evokes more curiosity because it sounds like ah there's something here that i don't know about this is something i haven't heard of i'm gonna stay and listen to whatever this guy's talking about to see this in action take a look at this really good example now does color grading require expensive equipment and years of education to master absolutely not so once you've got a great hook the next step is to really connect with their pain or struggle or challenge and the reason for that is because it demonstrates to the audience that you really do understand what it is that they're going through and that's important because if you want them to listen to you they really need to believe that you are somebody who understands them and therefore can actually help them solve that problem now this doesn't have to be long or complex if i use my ios 14.

5 example i could say something like this since ios 14. 5 was released we've seen 25 or more of our conversion events not being tracked in the facebook ad manager that means that making good decisions about the performance of our ads has become extremely difficult okay or if we take the baby sleep example i could say something like this most parents believe that if they want to improve their baby's sleep they can either do nothing or they have to choose these really harsh sleep training methods that leave their baby crying all alone in a room by themselves with no one coming in to check on them but that's just not true you can actually improve your baby's sleep and yours using methods that are both gentle and effective okay again that's as simple as it needs to be you just need to speak a little bit more to that pain or that struggle that your audience is experiencing after that you need to answer the question in your audience's mind which is why should i listen to this person so i like to just add something really simple here and just introduce who you are and what you do so for me i would say something as simple as hey i'm andrew hubbard founder of hubba digital i've managed over 50 million dollars in profitable ad spend for clients all around the world including people like x y and z and i would say a few names of past and present clients that people have heard of if i was to take the sleep example i could say something like hey i'm andrew hubbard i'm a pediatrician and certified sleep specialist who's worked with babies for over 10 years or something like that please note i'm not a pediatrician or a sleep specialist just just to clarify in case anybody's wondering about that that's literally all you need to say here keep it short remember you've got 60 seconds you don't want to waste it on talking all about you the audience just need to know who the heck you are and why to listen after that you're going to talk about your solution so what is it that you're offering and how can you actually help people so if i take the ios 14. 5 example again at this point i would say something like this i found a way to track my campaign performance with 99 accuracy so i can continue to make great data-driven decisions and see exactly which campaign ad set and ad is delivering the best performance with any given account this is easy to set up it's actually free and it is really really reliable it basically gets you back to the same point you're at before ios 14.