If you’re running Meta Ads without strong, scroll-stopping video content, you’re leaving money on the table.

I’ve seen it time and time again. Brands start meta ads and their results fall flat. It’s often not their setup, targeting or bidding strategy… it’s their creative. In particular, their video creative.

So, let me share the exact advice and formulas we give to our agency clients and students inside the Meta Ads course.

(Some examples of Lume Marketing’s meta ads we’ve set up for our clients.)

Success doesn’t come from just any video. It comes from videos that are well thought out, well executed, and built for performance. And that comes down to a few non-negotiables.

Let’s break them down.

Non-Negotiables for High-Converting Video Creative

1. Start Strong – You’ve Got 3 Seconds

We live in a scroll-happy world. You’ve got about three seconds (if that) to hook someone in.

Show movement immediately. Swipe, open, turn around, unbox – whatever grabs attention.
Put your product in shot instantly. No vague intros, no small talk.
Skip the “Hi, I’m Megan…” intro. No one cares yet. Get to the value first.

Think of it like meeting someone new at a party. Lead with something interesting, not your job title.

2. Production Quality Matters (But Doesn’t Need to Be Fancy)

You don’t need a full studio setup, but there are a few basics you must get right.

Natural light is your best friend. Face a window and avoid harsh overheads.
Clear visuals. No dark, blurry or shaky footage.
Good sound quality. People will scroll away from poor audio, even if they’re reading captions.
Captions always. Most people watch with sound off.
Keep it snappy. Aim for 15 to 30 seconds. If it needs to be longer, it must earn that extra time.
Vertical orientation, with room to crop to square.

Low-fi is fine. Low-quality is not.

3. Show Your Face

People buy from people they know, like and trust. Showing your face, especially as the founder, builds instant connection and credibility.

You don’t need to be polished or perfect. You just need to be you.

4. Batch Your Content (And Don’t Go It Alone)

Batching your videos in one go makes the process so much easier. And honestly, it’s more fun with someone else.

Get a friend, content assistant or even your kids to help film.
Schedule a shoot day and prep your scripts or formulas in advance.
Done is better than perfect.

💡 Your energy will be higher, you’ll stay accountable, and you’ll get it done faster.

(Lume Marketing’s ads where our clients are showing their face. These are high-performing ads.)

Video Types That Work (With Formulas That Make It Easy)

Now let’s get into some types of video content that consistently drive results.

Each one follows a simple formula:

Hook → Share (or Solution) → Call to Action

1. Founder-Led Video

You (or a team member) speaking directly to camera.

Hook: “Parenting kids with ADHD is hard.”
Solution: “That’s why I created this course to help parents experience calm mornings.”
CTA: “Join now and start seeing a difference.”

Why it works: Builds trust, feels personal and positions you as the solution.

2. Employee-Generated Content (EGC)

Behind-the-scenes content from real team members.

Hook: “This is my favourite part of packing your order.”
Share: Show the process, talk about the extra touches.
CTA: “Trust me, you’ll love it. Check yours out now.”

Why it works: Authentic, trustworthy and adds warmth to your brand. Way better than over-produced UGC.

3. Brand Story Video

Perfect for showcasing your mission, values and “why”.

Hook: “I believe the world doesn’t need more mass-produced crap.”
Share: “That’s why I started this business – to offer ethical, sustainable alternatives.”
CTA: “If you believe that too, join us.”

Why it works: Creates emotional connection. Helps customers align with your values and builds loyalty that goes beyond discounts.

4. Promo Video

Ideal for a limited-time offer, product drop or announcement.

Hook: “It’s finally here!” or “For 48 hours only…”
Share: What’s on offer and why it matters.
CTA: “Shop now. Don’t miss out.”

Why it works: High energy and urgency equals conversions. Especially effective if your website and offer are dialled in.

Real-World Examples

One of my favourite examples is from a brand I worked with that sells luxe padded play mats. To show how soft and protective the mat was, they filmed the “egg drop challenge”. How high can you drop an egg without it breaking? (Answer: surprisingly high.)

Another example is a phone case brand I worked with who dropped their product from a balcony to show how protective it is. Over the top? Maybe. But it proved their point and grabbed attention.

Don’t just say what makes your product great. Show it. And don’t be afraid to go a little bold.

Final Thoughts

Meta Ads are like a high-performance engine. But if you’re fuelling it with poor creative, you won’t get far.

Here’s a quick recap:

Start strong. Hook people in 3 seconds or less
Use natural light, clear visuals and great sound
Keep it short, snappy and vertical
Show your face and be authentic
Batch your content with help
Use simple, proven formulas
Test everything. Because until you test, it’s just a guess

The good news? You can create effective videos that feel like you. And once you get the hang of it, you’ll see just how powerful good creative can be.

Now it’s your turn. Make your video. Use the formulas. Post it. And tag me on instagram – I want to see what you create.

Let’s move from “that’s interesting” to actual action.

You’ve got this.