1. Write the one-line promise
Say what the product does for one specific person, in their words. Skip adjectives. 'Keeps your gym bag from smelling like a locker' beats 'premium odour solution'. If you are stuck, run the free Ad Copy Writer and pick the line you would actually say out loud.
2. Script 20 to 30 seconds
Four beats: the hook (under 14 words), the problem in one sentence, the product doing its job, then one clear ask. Read it aloud and cut anything you would not say to a friend.
3. Choose your presenter
Use an AI avatar or a voice over product footage. Keep the framing tight and handheld-feeling. Perfect lighting reads as an ad; slightly imperfect reads as a person.
4. Build the shot list
Five shots is plenty: face open, product in hand, close detail, the product in use, face close for the ask. Each shot only has to hold three to six seconds.
5. Caption everything
Most people watch muted. Burn in captions, keep the first three words of the hook large, and put the product name on screen once.
6. Post three variations
Same body, three different hooks. Post them across days, not all at once, and keep the one people actually watch to the end.