Video ad guides
Practical guides to writing, producing, testing and measuring video ads, built on the platforms' own published specs.
- Video ad hooks: 12 opening patterns
Twelve hook patterns for the first three seconds of a video ad, with example lines, when each works, and how to test hooks without remaking the whole ad.
- Video ad script template
A fill-in video ad script template for 15, 30 and 60-second ads, with beat timings, word counts and a worked example for a product ad.
- UGC ad script template
A UGC ad script template that sounds natural on camera, a one-page creator brief, and the disclosure points to include when working with paid creators.
- How to make product demo video ads
How to turn a product demonstration into a video ad: choosing the one moment to show, composing screen recordings for phones, pacing and captions.
- A creative testing framework for video ads
A step-by-step framework for testing video ad creative: what to test first, how to structure tests, budget per variant, reading results and building a learning log.
- App install video ads
How to make app install video ads: showing the app on a real phone, the first-session moment, store page consistency, and measuring quality of installs.
- Designing video ads that work with the sound off
How to make video ads that communicate muted: on-screen text, burned-in captions, visual storytelling, and which placements still play sound by default.
- How long should a video ad be?
How long a video ad should be on TikTok, Instagram, Facebook, YouTube, LinkedIn and Pinterest: the platform's own limits, its recommendations, and how to choose.
- Ad copy character limits for video ads
Video ad text limits for Meta, Instagram, LinkedIn, Pinterest and TikTok: headlines, primary text, titles and display names, from each platform's guide.
- How to resize a video ad for every placement
How to adapt one video ad to 9:16, 4:5, 1:1 and 16:9 without losing the message: reframing versus cropping, safe zones, text and when to re-edit instead.
- Video ad pre-launch checklist
A pre-launch checklist for video ads: specs, safe zones, captions, claims, disclosures, tracking and naming. Catch the problems that waste budget before launch.
- How to measure video ad creative
Which metrics diagnose video ad creative: hook rate, hold rate, CTR, conversion rate and CPA, how to read them together, and how to build a creative report.
- Using AI in video ads responsibly
Where AI helps in video ad production, where it falls short, and the honesty, disclosure and rights questions to settle before launching AI-generated ads.