---
name: meta-ads-creative
description: Create high-converting Meta (Facebook/Instagram) ad creative using the 6 Elements framework, proven ad formats, and research-driven copywriting. Optimized for lo-fi, native-feeling ads that don't look like ads.
---

# Meta Ads Creative Skill

## Purpose

Create Meta ad creative that converts using **research-driven development**, the **6 Elements framework**, and **format fitting** - matching your message to proven ad formats.

**Core Philosophy:** The best Meta ads don't look like ads. Lo-fi > polished. Authentic > produced. Native > interruptive.

## When to Use

- Create ad creative for Meta campaigns
- Develop concepts for retargeting or cold audiences
- Generate multiple variations for A/B testing
- Transform testimonials into ad creative

**Related Skills:**
- `hook-and-headline-writing` - Optimizing Primary Text hooks
- `opened-identity` - Brand voice alignment
- `social-content-creation` - Organic content that can be boosted

---

## The Value Formula

**Value = Dream Outcome x Perceived Likelihood / Time Delay x Effort**

Every ad must communicate: (1) What transformation they want, (2) Will it work for them, (3) How long until results, (4) How hard is it.

---

## The 6 Elements of Ad Creative

Every Meta ad has 6 elements:

| Element | Purpose | Key Guidance |
|---------|---------|--------------|
| **Media** | Stop the scroll (80% of performance) | iPhone footage > professional. Faces > stock. |
| **Primary Text** | Hook + body copy above media | First 125 chars show before "See More" |
| **Headline** | Short promise below media | 5-8 words max |
| **Description** | Secondary text below headline | Urgency, proof, or clarification |
| **CTA Button** | Action button | "Learn More" (cold) / "Apply Now" (warm) |
| **Page** | Landing destination | Message must match ad |

> **Load on-demand:** `references/6-elements-framework.md` for detailed guidance on each element.

---

## The 4-Phase Workflow

### Phase 1: Research

**Goal:** Understand audience language before writing.

**Sources to mine:**
- Testimonials and reviews (exact language)
- Support tickets and FAQs (objections)
- Reddit/Facebook groups (common questions)
- Competitor ads running 30+ days (proven angles)
- Top organic posts (what resonates)

**Output:** `[Campaign]_Research.md` with 10-20 insights and exact quotes.

> **Load on-demand:** `references/creative-research-methods.md` for detailed research process.
> **Load on-demand:** `references/audience-segments.md` for OpenEd segment mapping.

---

### Phase 2: Copywriting

**Goal:** Transform research into compelling copy using proven formulas.

#### Match Awareness Level

| Level | Audience State | Copy Approach |
|-------|----------------|---------------|
| 1 - Unaware | Don't know problem exists | Lead with problem agitation |
| 2 - Problem Aware | Know problem, not solutions | Validate + introduce solution |
| 3 - Solution Aware | Know solutions, not you | Differentiate your approach |
| 4 - Product Aware | Know you, haven't acted | Address objections, provide proof |
| 5 - Fully Aware | Ready to act | Make offer irresistible |

**OpenEd typical:** Cold traffic = Level 1-2. Retargeted = Level 3-4. Email list = Level 4-5.

#### Write Hooks First

The hook is 80% of performance. Types: Stated (what you SAY), Visual (what they SEE), Audio (what they HEAR).

> **Load on-demand:** `hook-and-headline-writing` skill has 15+ proven hook formulas with examples.

#### Body Copy Formulas

- **PAS** - Problem, Agitate, Solution
- **AIDA** - Attention, Interest, Desire, Action
- **Before-After-Bridge** - Current state, desired state, how to get there
- **Testimonial** - Quote, context, outcome, invitation

**Output:** `[Campaign]_Copy_Variations.md` with 5-10 variations per concept.

> **Load on-demand:** `references/copywriting-formulas.md` for detailed formulas with examples.

---

### Phase 3: Format Selection

**Goal:** Match copy to the format that amplifies it best.

#### Lo-Fi Native Formats (High Performance)

| Format | Why It Works | Best For |
|--------|--------------|----------|
| Notes App | Looks like personal content | Problem-solution, starter packs |
| Text-Over-Video | Story through text sequence | Transformations, permission |
| Reddit/Tweet Screenshot | Discovery energy | Hot takes, personal stories |
| Instagram Comment | Dialogue/Q&A feel | Addressing objections |
| Meme Formats | Culturally native | Contrasts, humor |
| Testimonial Card | Direct social proof | Warm audiences |

#### Format-Audience Matrix

| Audience Temp | Best Formats |
|--------------|--------------|
| Cold | Notes App, Meme, Text-Over-Video, Reddit/Tweet |
| Warm | UGC, Testimonial, Carousel, Before/After |
| Hot | Talking Head, Demo, Direct Offer |

**Output:** Select 3-5 formats per campaign.

> **Load on-demand:** `references/ad-formats-library.md` for all formats with templates and examples.

---

### Phase 4: Assembly & Testing

**Goal:** Combine copy + format into complete concepts, then generate variations.

#### Document Each Concept

```markdown
## Ad Concept: [Name]

**Format:** [Selected format]
**Audience:** [Segment] | **Awareness:** [Level 1-5]

**Media:** [Description]
**Primary Text:** [Full copy]
**Headline:** [5-8 words]
**Description:** [Secondary line]
**CTA:** [Button choice]
**Page:** [Landing destination]
```

#### Testing Variations

- **Hook Testing:** Same format, different opening lines (3-5 versions)
- **Format Testing:** Same message, different formats (3 versions)
- **Angle Testing:** Same format, different emotional angles (fear vs hope)

#### Naming Convention

`[Campaign]_[Format]_[Hook Type]_[Variation]`
Example: `OpenEd_NotesApp_StarterPack_V1`

**Output:** `[Campaign]_Ad_Concepts.md` with complete concepts.

---

## Quality Checklist

Before finalizing any concept:

**Copy:**
- [ ] Hook stops scroll in first 3 seconds
- [ ] Value formula addressed
- [ ] Awareness level matched
- [ ] Sounds like real person, not corporate

**Visual:**
- [ ] Lo-fi/native feel
- [ ] Text readable on mobile
- [ ] Authentic, not stock

**Strategic:**
- [ ] Landing page message matches
- [ ] Clear next step for viewer

---

## OpenEd-Specific Notes

**Brand Voice:** Warm, empowering, not salesy. "We're here to help" not "Buy now."

**Key Messages:**
- Tuition-free access to resources
- Maintain educational freedom
- Support without judgment

**Testimonials:** Use real quotes verbatim. Match to audience segment. Get permission.

**Compliance:** No outcome guarantees. Follow Meta ad policies.

---

## References (Load On-Demand)

| Reference | Contents |
|-----------|----------|
| `references/6-elements-framework.md` | Detailed element guidance |
| `references/ad-formats-library.md` | All formats with templates |
| `references/copywriting-formulas.md` | PAS, AIDA, hooks, headlines |
| `references/creative-research-methods.md` | Research process |
| `references/audience-segments.md` | OpenEd segment mapping |
| `examples/` | Existing OpenEd concepts |

---

## Related Skills

- `hook-and-headline-writing` - Hook formulas (extensive overlap, use for hook optimization)
- `social-content-creation` - Organic content that can become ads
- `opened-identity` - Brand voice framework
- `ghostwriter` - Authentic voice guidelines

---

*v1.1 (2026-01-23): Refactored for progressive disclosure. Detailed content moved to references.*