social media how to Are you using Facebook video ads for your business?

Want to improve your conversions?

Well-structured video ads command viewers’ attention and prompt them to take action.

In this article you’ll discover five steps to crafting the perfect Facebook video ad.

create a facebook ad that moves people to actions

Discover how to create a Facebook ad that moves people to action.

Listen to this article:

Why Facebook Video Ads?

Facebook’s head of ad product Ted Zagat recently said that a year or two from now, Facebook will be mostly video. This is likely the reason why we’re seeing so many great new features for video advertisers.

When you create a new ad campaign in Power Editor, you can choose from a number of objectives for your video adsClicks to Website, Page Post Engagement, Video Views and Website Conversions.

facebook video ad campaign objectives

Choose a campaign objective for your Facebook video ad.

Facebook is continuously adding new options as well. For example, Facebook automatically creates custom audience lists of people who’ve viewed your video ad.

Until recently, these lists would be created only if you chose Video Views as the campaign objective. But now, if you use another objective (Website Conversions, for example), these video engagement lists will also be created automatically.

facebook video ad engagement lists

Facebook will automatically create video engagement lists for you.

This means you can easily retarget these groups of people later, similarly to retargeting your website visitors.

Writing a Video Ad Script

To create a video ad, you have a lot of different options. Of course, you can use a recording of yourself (or hire someone to do it for you), but you don’t have to. Using videos with animated text, images and music can be equally (if not more) effective.

To create strong ads, it’s important to get your targeting right, and communicate a powerful message.

This article walks you through a framework you can use to create the perfect Facebook video ad script with only five lines of text. For each line, you have a specific goal: grab attention, build interest, elicit desire, create conviction or add a call to action.

To guide you through this method, you’ll follow the creation of an example video ad for a free recipe guide, with the goal of growing your email list.

#1: Grab Attention

How do you grab attention in today’s attention-deficit world? Start with a question.

You want to immediately focus on the main pain point or desire that your target audience is experiencing right now. What are your customers’ biggest problems or struggles? What are they frustrated about? What are their biggest wishes?

For this step, it’s important to focus not only on the problem or desire, but also on how that makes people feel. When you do this correctly, you have what’s called an audience-to-problem match. You want people to instantly recognize themselves and say, “Hey, that’s me!” If they do, they’ll likely be curious about what else you have to say.

facebook video ad question

Focus on a problem or something the viewer struggles with.

The ad above tackles a typical frustration that a lot of people can relate to: struggling to eat healthy.

#2: Build Interest

Once you’ve successfully captured your viewers’ attention, you need a way to keep it so they’ll watch the rest of your ad.

In this second phase of the script, hint at your solution by creating an open loop. You want to paint a picture for viewers that it is indeed possible to get rid of that problem or struggle. At the same time, you don’t want to reveal what the actual solution is. Only hint at it for now.

This ad creates interest by using the words “new” and “easy.”

facebook video ad solution hint

Hint at the solution you’re going to provide.

Can you see how this approach is creating an open loop in your viewers’ minds? If they’re still watching at this point, they’ll likely want to know what that new and easy method is.

#3: Cultivate Desire

For this line of the script, create desire for your product or service. Describe your offer in a way that makes it sound amazing and like something viewers must have.

To do this, focus on a specific benefit of your product, or how it’s different from the alternatives out there. How-to and step-by-step guides are always popular because they help people solve specific issues.

facebook video ad benefit of solution

Mention the benefit of your product.

If you combine the benefit with the word “free,” your offer starts to sound pretty appealing.

#4: Create Persuasion

If your viewer is still hooked at this point, this means that you’re targeting the right audience, with the right problem and solution. Now the question is, how do you convince them to take action?

In Dr. Robert Cialdini’s book Influence, he talks about six psychological triggers that entice people to take action: reciprocity, commitment (and consistency), social proof, liking, authority and scarcity. Keep these triggers in mind when you’re writing your script.

For video ads, you’ll likely use the triggers for social proof, authority or scarcity the most. Focus on how a well-known expert endorses your product to use authority as a trigger. Focus on the temporary availability of your offer to leverage scarcity.

The ad below goes for social proof: “79,894 people have already tried it.”

facebook video ad social proof

Provide social proof to compel viewers to take action.

Revealing that many people have already tried your method or product is a great way to convince viewers to take a look at it.

Of course it’s essential that the statements you make in your ad are 100% true. Being honest in your advertising is vital to building a good relationship with current and future customers.

#5: Add a Call to Action

The last line of the script is where you finally call your viewer to action. Even though the call to action is an important step, it’s easy to overlook it.

The idea behind the call to action is simple: Tell people exactly what you want them to do. Even if the action seems obvious to you, it helps to be specific about what viewers should click.

Sites like Facebook often change their navigation (for advertisers as well as users), so it’s important to be clear about where to click in your ad.

When you set up your ad in Power Editor, you can choose from various types of calls to action, and easily integrate it into your ad script. After you select a type, the button will show up in your post when you run it as an ad.

facebook video ad call to action

Select the type of call-to-action button.

To make your video ad consistent with that choice, mention the call to action button in the script, too.

facebook video ad call to action

Clarify the action you want viewers to take.

This line has one simple purpose: to make sure viewers click the Download button.


The idea behind using a script-writing framework isn’t that you have to always use five lines. What’s important is to make sure that each part of your video ad has a specific purpose.

You can record yourself on video, use animated text and images or use a combination. Whichever format you choose, make sure that viewers keep watching the video, and that they take the action you want them to take.

What do you think? Have you tried any of these tactics to create a Facebook video ad script? What techniques work for you? Please share your thoughts in the comments below.

how to create a facebook ad that moves people to action

Tips for creating a Facebook ad that moves people to action.

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  • You better get me in those 4 seconds before I click ‘skip.’

  • Eileen Doyon

    thank you for sharing the ideas!

  • Tamara NanaYaa

    I have enjoyed the reading very much. The most significant sentence for me was “Being honest in your advertising is vital to building a good relationship with current and future customers”. (Especially big) companies should be more aware of that.
    Thank you.

  • Nice post! I haven’t tried Facebook video scripts. But I’d like to in 2016. It’s amazing how creating an ad or boosting an ad affects your Facebook page in terms of likes, shares, comments, sales, and donations. Learn how to use Facebook advertising and add it to next year’s budget.

  • Glen Hooke

    Ideally, how long should a Facebook video ad be?

  • tarek

    الحمد لله وسلام عليكم احبتي ولكم ايضا ان تعلموا اني اعمل مع مؤسسات غير هادفة للربح اذا من اهم العوامل للنجاح هي الحرص على سلامتكم اولا و ايضا انا مهتم لكم ومؤمن اني لااحمل الا الحب لكم وليس همي ارضاء نفسي او احدا اخر لكونه مديري او لحصولي على المناصب ولا احب بناء خير على اساس غش وان كان في الامر هدايا او مقابل قولي الحق و لنصيحة لا احب اخذ المقابل من احد او ترقية لان من اهم اسباب النجاح هو الصدق والانتماء لبني جنسي ينمي عندي الخوف ليس منهم بل عليهم واحب جدا اكون قدمت خدمة حقيقية للناس اتمنى ان كل الشركات الربحية او الغير ربحية تغيير من سياساتها وان كان للربح فاعطوا اخوانكم من البشر ما يرضي ضمائركم لتناموا بعد العمل لتشعر انفسكم بشيء سيعرف طعمة من يصفي نفسة من الامر بالسؤء لان النفس البشرية لها طابع واحد وهي الارادة اما الروح فهي الشيء الذي اسمه كيان او الشعور انك حي كمثل الشعور بالجوع عند باقي المخلوقات وباقي الغرائز والعقل تاج وهبه الخالق لبني ادم وهو ما فظل بة الانسان عن باقي المخلوقات وكرمه بالعقل ليسيطر على النفس و يعمل عمل افتراضي و يتامل وينتج الحلول الناسبة ويخزن ايضا المعلومات اي ذاكرة قابلة للتطور والتأقلم وتتكيف لتساعد الروح والجسد والنفس الاماره بالسؤء لتجنب الوقوع في الاخطاء قدر الامكان لان العقل لولا النفس هذة لايقبل الخطاء كالحاسوب بل عقل الانسان لن يضاهيه ملايين الكومبيوتر والحواسيب والكل لهم اسر واطفال ولهم ايضا من يحتاج اليهم وان كنت مديرا لشركات ان تغيبت فترة لابد من وجود بديل عني اذا ممكن ايضا الاستغناء عني وان كنت ذات منصب في المجتمع وكل انسان يسمى بانسانيتة ومن لايحمل هذة الصفة فليس انسان بل لافرق بينه وبين اي حيوان جشع اتمنى لكم السعادة التي لم اعرف طعمها منفردا انما كوكتيل من الاحاسيس والم لا اتمناه لعدوي فكيف ان كان اخي في الخلقه او اخي في ديانتي ومعتقدي ولكم حق في عدم تصديق الامر او كل انسان يرى بعين نفسة لان النفس البشرية تعتقد لو اخطأت ان البشر كلهم مخطيئ والحمد والشكر لله على كل حال ارجوا اني كنت قد وضحت الشرح وانا اسف على اخذ وقتكم شكرا لكم

  • Just
    now l received““<code>__abENT__lt;code__abENT__gt;my__abENT__lt;__abENT__#8260;code__abENT__gt;</code><code>__abENT__lt;code__abENT__gt;4th paycheck of $4395 working__abENT__lt;__abENT__#8260;code__abENT__gt;</code>onIy 3 h○urs<code>__abENT__lt;code__abENT__gt;on my Iaptop__abENT__lt;__abENT__#8260;code__abENT__gt;</code> this week. My neighbor, with twins, toddlers, is making over $10k every month. It’s so user friendly and easy to do. T○ SEE what I D0“`<code>__abENT__lt;code__abENT__gt;have a peek on my__abENT__lt;__abENT__#8260;code__abENT__gt;</code>“`Pr○FiIe………..


  • Nazir Jandali Al Rifai

    15 – 20 sec!


  • Thanks for this article. I am often changing between Power Editor and the Manage Ads option. Can you explain what is best? How to see ads in Power Editor for example, that have been created in Manage Ads?

  • I’m often a little worried about my video’s statistics. People usually stop watching after 4 seconds. I read the comment about how long the video must be, and 15 seconds is great, but we can’t really say all about the product or the company. Then the text says about a sample of the book. Perfect. People who are interested will go after it, not just let go unnoticed. Thank you.

  • Anja Kicken

    Hi Tamara, great to hear, thanks! Yes, being honest and transparent is SO important 🙂

  • Anja Kicken

    Hi Glen, the video ad script from the article was only 30 seconds long. But, a shorter / longer ad could work as well, as long as you have a powerful message and are targeting the right audience.

  • Anja Kicken

    Hi Anneke, if you’re in the Manage Ads area and click on Power Editor from the top menu you should be able to see your campaigns there as well.

    I prefer to use the Power Editor for several reasons, one of which is that you can use longer ad copy for your ads. It generally gives you more control and flexibility, which is great if you want to scale your campaigns and do a lot of testing.

  • Hmm… sounds like AIDAS ?

    Thanks for the tips!

  • Thanks a lot! Will need these techniques for my campains. Eugen @ Mexy Apps

  • Thank you Anja for sharing these tips. Can you please suggest some tools to create videos with such scripts?

  • Anja Kicken

    hi Sourav, if you want to create video ads yourself you could use a tool like Screenflow (for Mac), an easy to use recording and editing tool. An alternative for Windows is Camtasia. To create your own images you could use Canva, a free online tool.

    But, if you want to make video ads really quickly, you could also use our tool, Veeroll, which requires no video editing whatsoever! You can find the link in my bio!

  • Thanks! I am already using Canva and Camtasia, so I guess I can do that. I also noticed that we can create video ads with 3-7 slides right from within Facebook power editor. Did you try that?

    I also noted Veeroll. Some of my clients might be interested in using it. Thanks again.

  • Hi Sourav, I’m aware of the new slideshow feature but haven’t tested it yet!

  • Can you please share the font style used in the above photos?

  • Murtaz

    Brilliant Ideas

  • Very valuable information, thanks for summarizing so well!