| 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 hooksopened-identity - Brand voice alignmentsocial-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
## 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:
Visual:
Strategic:
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
dude-with-sign-writer - One-liners for text-only ads (12 punchy patterns)hook-and-headline-writing - Hook formulas (extensive overlap, use for hook optimization)social-content-creation - Organic content that can become adsopened-identity - Brand voice frameworkghostwriter - Authentic voice guidelines
Vault references: References/testimonials.md (parent quotes) and References/success-stories.md (25+ student stories) for social proof in ad creative.
v1.1 (2026-01-23): Refactored for progressive disclosure. Detailed content moved to references.
