Platform guides · Updated
Editing short video ads for paid social
Short answer
A short video ad should state one message, open with the problem, show proof and end with one action. Caption everything, keep text inside safe zones and follow the ad platform's policies on claims. Make several variants with different hooks and compare them, using a consistent style to isolate the change.
What is the structure?
- Hook: name the problem or claim.
- Proof: one demonstration or result.
- Offer: one clear message.
- Action: one next step.
How do you test?
Film several hooks and edit each in one style, such as Bold or Glass, so only the opening changes. See UGC-style ads.
What must you check?
Platform policies on claims, rights to music and footage, and disclosure of paid content.
Frequently asked questions
How long should a short ad be?
As long as one message needs, and no longer.
Can I run organic videos as ads?
Often yes, but check rights and the platform's ad policies.
How many variants should I test?
Several, changing one element at a time.
Do I need captions?
Yes, since many people watch ads muted.
Skills mentioned on this page
Bold
A 10-second reel where giant words slam in behind you and captions pop word by word.
Glass
A premium 10-second reel: a glass ribbon behind you, frosted cards and glass scenes cut in.
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