How to Create Powerful 1-Minute Story-Based Facebook Video Ad with Baloney Principle

You’ll learn how to leverage the “Baloney Principle” to create powerful 1-minute story-based video ads. And you’ll get the 4-part template that makes it easy to create effective, highly engaging video ads whether you’re a video pro or a complete newbie.

How to Create Powerful 1-Minute Story-Based Facebook Video Ad with Baloney Principle
How to Create Powerful 1-Minute Story-Based Facebook Video Ad with Baloney Principle

What You’ll Learn:

  • Design and create a blueprint that makes it easy to create effective, highly engaging Facebook video ads whether you’re a video pro or a complete newbie

Table of contents

Start Here
Understand the Objective
How to Create a 1-Minute Video
The Template
Hook (0:00 to 0:03)
Ignite Pain/Pleasure (0:03 to 0:15)
Describe Solution (0:15 to 0:50)
Call to Action (0:50 to 0:60)
Putting It All Together
Facebook Video Ad Examples
Review Examples of 1-Minute Videos
Lead Generation Example
Brand Building Examples
Content Promotion & Distribution Examples
Take Action
What’s Next & Closing Thoughts

Start Here

Understand the Objective

In this article, you’ll craft a 1-minute video to grow your brand, engage with your audience, and ultimately, sell your products—all while telling a story.

At BlitzMetrics, we’ve leveraged 1-minute Facebook video ads to great success at our company. And we’ve partnered with DigitalMarketer to share our strategy for creating 1-minute videos, so you can do the same.

The secret to our success? Weaving story into our ads.

We all realize the power of video in today’s busy, connected world. What you may not realize is the power of limiting yourself to just 1 minute of storytelling.

Here’s why they need to be short…

Facebook recommends 15- to 90-second videos, leaning heavily toward the shorter end of the spectrum.

But 15 seconds is too short to do much storytelling. By keeping your video to a minute, you make it easy for people to watch it…

  1. On a mobile device, and
  2. While waiting in line or during a lagging conversation

…which is how a lot of videos are consumed today. It also gives you enough space to tell an engaging story.

Here’s why it’s important to tell a story…

People are smart. They see a sales pitch a mile away, and they don’t want to be sold to. So, it’s important to wrap your sales message in something they love—stories.

Think of it like this…

No one tries to give their dog a pill without wrapping it in a piece of baloney or cheese. Dogs don’t like pills, but they’ll swallow them if they’re wrapped in something they like.

By wrapping your offer in a great story, you’ll make it 100% more engaging. We call this the “Baloney Principle,” by the way, and it’s the key to 1-minute videos.

In this article, you’ll learn how to leverage the Baloney Principle to create powerful 1-minute story-based video ads. And you’ll get the 4-part template that makes it easy to create effective, highly engaging video ads whether you’re a video pro or a complete newbie.

Let’s get started!

How to Create a 1-Minute Video

The Template

Creating a 1-minute video is as easy as piecing together these 4 components:

  1. Hook, or story opener – the first 3 seconds of your video
  2. Ignite Pain/Pleasure – 12 seconds
  3. Describe the Solution – 35 seconds
  4. Call to Action – 10 seconds

TOTAL TIME: 60 seconds

Creating a 1-minute video is as easy as piecing together these 4 components.
Creating a 1-minute video is as easy as piecing together these 4 components.

In the rest of this module, we’ll talk about how to create each segment and how to put them all together for a powerful 1-minute video.

Hook (0:00 to 0:03)

This is the most important part of your video because it’s where most video traffic is lost. Facebook doesn’t even call it a view if a viewer doesn’t watch it for at least 3 seconds!

So, forget everything you thought you knew about videos. Here are the rules for hooking your viewers right away.

Leave off the bumper. A bumper is an intro with your logo and background music. It’s all about you, and it doesn’t engage your viewers, so don’t include it.

Instead, get right to the point. Start with the movement. Use a prop. Anything to make people stop scrolling and watch.

Don’t include an introduction. The average video starts with the speaker introducing themselves and giving their credentials. Something like:

  • Hi, my name is John Smith. I’m 27. I went to school at BLU and now I make videos.

Sorry, but no one cares about your bio. Do this instead…

Start with a story opener. Your first sentence is your hook. It needs to grab people’s attention and make them want more. Something like:

  • When I was 19, my car broke down in the middle of nowhere, New Mexico.
  • When I was 5, I went to SeaWorld and got attacked by a seagull.

To find your best stories, think about the things that have happened to you, especially life-changing or defining moments in your life.

You can use a different story in each video, but it needs to relate to the offer you’re making in that video.

The Structure
  • Open your story with the phrase, “When I was…”
  • Then immediately follow it with a summary of what happened.

Your story should be about 3 seconds long: short and simple.

Ignite Pain/Pleasure (0:03 to 0:15)

The idea of the Ignite Pain Step is that you focus on the problem you’ll solve for your viewers and you do this by igniting…

  • Pain
  • Pleasure
  • Or exciting the person

You’re agitating them—not in a bad way—but to ignite a response. Something that will connect with them while they’re watching your video. You’re setting the stage of the problem, which naturally leads to Describe Solution, the next step.

The Structure
  • Open with the point of the story: what you learned or how it impacted you.
  • Transition to the problem.
  • State the problem clearly and concisely.
  • Agitate. Let them know you understand their pain.

This section should take up to 12 seconds.

Example:

  • At 19 years old, I learned that things don’t always go like you plan. And a lot of you might feel that way when it comes to marketing.
  • You’re running ad campaigns on Facebook, Google, and other channels. And though you hear a lot of success stories, you feel like your ads aren’t working very well.
  • What you’re realizing is that there’s a lot of competition on these platforms, and it’s harder than it looks to do things the right way.

Describe Solution (0:15 to 0:50)

If you’re creating a sales video, this will be the bulk of your content. The goal here is to paint a picture of the solution—life without the problem you’ve been talking about—and how you make it happen.

There’s no set structure for this section, but you may follow this simple format:

  • Explain what your solution is.
  • Explain how or why it works.
  • Describe how it will change their lives.

Take about 35 seconds to describe the solution you offer.

Call to Action (0:50 to 0:60)

In the last few seconds of your video, tell people what to do next with a simple call to action (CTA).

Keep in mind, the CTA doesn’t have to involve selling something. You can have a soft CTA or a hard CTA.

Typical Hard CTAs
  • Click below
  • Enter below
Possible Soft CTAs
  • I’m looking forward to connecting
  • I’ll send you more content
My Favorite CTA Structure

Since we cut our introduction and bio from the beginning of the video, it makes sense to include them here. Here’s how I usually do it:

  • My name is [name]
  • I do [what your service or business is]
  • I’d be very happy to [name the help you’ll give or action you want]

Putting It All Together

Once you have all 4 components written out, put them together to create your video script.

1-Minute Video Worksheet
1-Minute Video Worksheet
Hook

When I was 19, my car broke down in the middle of nowhere, New Mexico.

My college roommates and I were headed to the Grand Canyon when smoke began pouring out of the hood. And unfortunately, we didn’t make it to the Grand Canyon, and I learned the hard way about the importance of a car inspection before a road trip.

Ignite Pain

I also learned that things don’t always go like you plan. And a lot of you might feel that way when it comes to marketing.

You’re running ad campaigns on Facebook, Google, and other channels. And though you hear a lot of success stories, you feel like your ads aren’t working very well.

What you’re realizing is that there’s a lot of competition on these platforms, and it’s harder than it looks to do things the right way.

Describe Solution

I’ve spent over $1 million on Facebook, and I’m very familiar with the platform.

Call to Action

My name is Logan and I do Facebook ads. I’d be very happy to help you regain control of your Facebook ads.

Once your script has been plugged into the grid, read through it to make sure it flows.

  • Fix anything that stops the flow
  • Add transitions where necessary
  • Make sure stays at or near 60 seconds

Facebook Video Ad Examples

Review Examples of 1-Minute Videos

In this module, you’ll find examples of 1-minute videos that follow the 4-part template you just learned.

We’ll examine 1-minute videos that…

  • Generate leads
  • Build brands
  • Promote content

As you go through the examples, pay attention to how flexible the 4-part template can be. Use the template as inspiration and mold it to fit your needs.

Move onto the next lesson and take a few minutes to review each example.

Lead Generation Example

Most people talk about the Why, How, and the What: “Hi, my name is Dr. Page. I’m an eye doctor. Here’s what I do…. Here’s how much it costs….”

But a story is far more powerful.

Dr. Page starts with his Why. He tells us his dad went blind. And that’s what inspired him to become a doctor.

Watch the video, then review the script.

Hook

When I first became an eye doctor, my dad had gone blind.

That really helped me realize how precious our eyesight is.

Ignite Pain

As a doctor, I realized I was helping people see better, but I notice that their vision just keeps getting worse and worse. So, I’m trying to figure out if there’s some we can stop that or keep people’s vision from getting worse.

Describe Solution

I believe your life revolves around your eyesight. So, we created what is called Invisilens, which stabilizes the eyes—like braces for the eyes.

Call to Action

I’m Dr. Mark Page, the founder of Invisilens. I’d like to help you and your children see a better life.

Dr. Page has told the BlitzMetrics Team that since using this video he gets more leads and clients.

Brand Building Examples

Your video doesn’t have to sell anything. You can use it as an awareness and brand-building play. And you can adapt the 4-part template to achieve whatever business goal you have in mind.

In this example, Isaac Irvine uses a video to build his brand as an employee of GoDaddy.

This video example is over a minute long, but it follows the same template and shows you how you can adapt this format to suit different needs.

Hook

I’m Isaac, and in 2007, something happened that dramatically changed my life forever.

I’d come home from work and my wife tells me that she’s pregnant. And shortly after that we find out that’s she’s pregnant with identical twin boys.

Ignite Pain

And then the delivery day came. So the first boy is born. The nurse says something that destroys me. She says, “He’s not breathing.”

All these plans. All these things that I’d built up in my mind, didn’t matter anymore. All I wanted to do was rush over there and pick him up and tell him, “Breath, buddy. Breathe.”

Describe Solution

And I learned at that moment I had forgotten so much of what was important. The living in the moment.

My boys are now 9 years old, and it is amazing watching them learn new things every day and become these great young men.

And the difference is, instead of wondering if they’re going to get a football scholarship and taking the time to just enjoy throwing a football with them.

That’s the difference.

Call to Action

And that is why I’m so passionate about helping people take those first steps.

I work at GoDaddy and I help our employees build up their personal brand and I want to help you achieve your goals.

Similar to Isaac, Patch Baker weaves the story into his 1-minute video, drawing on his experience from serving in the Marines. He starts with his story to explain his passion and to generate awareness about his business and the Why behind it.

Hook

When I was in the Marine Corps, everything was super structured.

I started going to the Military Academy when I was 13. And I joined the Marine Corps when I was 17.

Ignite Pain

When I got out of the Marine Corps, there was none of that. I worked for a company that just told me when to be there and then gave me some vague idea of what they wanted me to do, but really, it was every man for himself.

Describe Solution

That’s when I realized there had to be a better way. There had to be a structure and some kind of control for the chaos of business. And I made it my mission to help veterans grow extremely profitable businesses in a structured and systematic way based on the common principles that we all learn in the military.

Call to Action

My name is Patch Baker and I’m the CEO of Mobius Media Solutions.

These are 2 examples of how the 1-minute video template can turn your story into a compelling message.

Content Promotion & Distribution Examples

Like the branding video examples above, you can also repurpose the 1-minute video template to distribute your content. Here, you’re using this as a strategy to generate awareness and move prospects and leads through your Customer Value Journey.

For instance, you could create a 1-minute video to promote a piece of content—say a blog post. You’d share the video on your social channels and link out to your content. From there, you can place a pixel on your content and run a retargeting campaign.

Next, we’re going to look at 2 video examples DigitalMarketer used to promote and generate awareness for their DigitalMarketer Podcast. First up is the video that announced the launch of the new podcast.

Hook

Garrett: Hello and welcome to The DigitalMarketer Podcast! My name is Garrett Holmes.

Jenna: And I’m Jenna Snavely.

Garrett: And together we’re your guides on the journey through the world of digital marketing.

Ignite Pain

Jenna: Each week we will be traveling with amazing thought leaders and entrepreneurs. And walking along beside them through their stories and insights.

Describe Solution

Jenna: We have access to key players in marketing and we want to share them with you.

Garrett: So buckle your seat belt and strap yourself in through the wild ride of digital marketing.

Call to Action

Jenna: We want you to experience it all with us. This is The DigitalMarketer Podcast.

Garrett: Available now on headphones and speakers near you.

Not only did this video introduce the new podcast, it was used to drive traffic to a blog post that also promoted the new podcast and announced the podcast’s promotional launch contest.

Now, let’s examine this example because it’s a little bit different than the previous ones.

Its Ignite Pain Step doesn’t follow the template exactly yet it still achieves its overall goal of promoting content.

Traveling to meet every thought leader and entrepreneur interviewed on the show would be challenging to say the least. That’s the pain that’s being ignited. The average person wouldn’t have access to all of these people and conversations.

But by listening to the podcast that problem has been solved. In this 1-minute video example, they’ve repurposed the Ignite Pain Step slightly and made the benefit of listening to the podcast clear, which naturally leads to the Describe Solution Step.

Also, this is a trailer for a podcast—it’s meant to be entertaining. So in this case, instead of lingering on pain, they focused on highlighting something that is solved while listening to this podcast.

I paused here because I wanted to emphasize that the 1-minute video can be repurposed to meet other business goals and in doing so, you may have to tweak the formula slightly to meet that goal.

Now, let’s move on to the next example. In this video, DigitalMarketer does a few things…

  • They promote and generate awareness for The DigitalMarketer Podcast as a whole
  • They promote a particular episode of the podcast, encouraging downloads, which helps to boost the podcast’s rankings
  • And they provide VALUE to their audience, offering insight into marketing automation and piquing interest at the same time

…and it’s all done in under a minute.

Hook

Hey there, my name’s Brad Martineau. I’m the CEO of SixthDivision. I just got done shooting a podcast here at DigitalMarketer headquarters. And it ended up going really well. And I think you should listen. Here’s why.

Ignite Pain

If you’re looking at different marketing automation tools, and how you can automate more of your business or create systems so that it’s easier to run your business and you just see this big mountain. “Holy crap, now I’ve gotta figure out what tools to use, how do I go implementing them without wanting to rip my hair out or bang my head against a wall? Where can I actually use this thing in my business? What kind of results can I expect?”

Describe Solution

Then you’re going to want to take a listen to this podcast because we break all of that down. So that you’ve got a crystal clear road map of how to identify what you want, what you should do, decide what tools you’re going to use, and make it so that it’s easy for you to go do that.

Call to Action

So take a listen and hopefully it’s helpful for you.

These are 2 examples of how you can use the 1-minute video template to promote and generate awareness for your content. Consider using a 1-minute video in your content marketing strategy.

Take Action

What’s Next & Closing Thoughts

As you work, you’ll be tempted to worry about the quality of your video or the professionalism of your script.

Don’t do that.

You don’t need a lot of professional resources. That should never be an excuse for not doing video. We’ve found that raw, genuine videos can outperform polished, professional ones.

So just be yourself. People will connect with a genuine video. Use the resources you already have. And focus on the template.

Published by Jeannette Scott

, a wellness coach specializing in stress management and quality of life. She’s covered topics from nutrition to psychology, from sexuality to autoimmune diseases and cancer.