meta-video-script-writer

Video Script Writer

Overview

This skill writes video scripts for Meta Ads, with a focus on the first 3 seconds, storytelling structures and placement-specific formats.

Video Ad Fundamentals

The 3-Second Rule

┌─────────────────────────────────────────────────────────────────┐
│  OPEN WITH THE HOOK                                             │
│                                                                 │
│  Viewers can scroll past at any moment. Put the strongest       │
│  visual, line or on-screen text first, and make the opening     │
│  readable without sound.                                        │
│                                                                 │
│  Where viewers drop off differs per ad and per account. Check   │
│  the account's own retention data (see MCP Tool Usage) instead  │
│  of general benchmarks.                                         │
└─────────────────────────────────────────────────────────────────┘

Video Length

Check the current length limits for each placement in Meta's ad specs before scripting (Meta Ads Guide: https://www.facebook.com/business/ads-guide/update). Treat length as a variable to test in the account rather than assuming a fixed sweet spot.

Hook Framework (First 3 Seconds)

Top 10 Video Hooks

Hook Format Template

HOOK STRUCTURE (0-3 sec):
├── VISUAL: [What does the viewer see?]
├── AUDIO: [What does the viewer hear?]
├── TEXT: [On-screen text/caption]
└── ACTION: [What happens?]

EXAMPLE:
├── VISUAL: Close-up face, surprised expression
├── AUDIO: "I discovered something crazy..."
├── TEXT: "GAME CHANGER"
└── ACTION: Quick zoom-in to product

Video Script Structures

Structure 1: Problem-Solution (15-30 sec)

SCRIPT TEMPLATE:
================

[0-3 sec] HOOK
├── Visual: [Problem situation]
├── Audio: "Are you tired of [problem] too?"
└── Text: "[PROBLEM]"

[3-10 sec] AGITATE
├── Visual: [Show frustration]
├── Audio: "You've tried everything but nothing works..."
└── Text: [None or subtle pain point]

[10-20 sec] SOLUTION
├── Visual: [Product reveal/demo]
├── Audio: "Until I discovered [Product]. Watch what it does..."
└── Text: "[Benefit 1]" "[Benefit 2]"

[20-30 sec] CTA
├── Visual: [Product + logo/website]
├── Audio: "Tap the button below"
└── Text: "[OFFER] Shop Now"

Structure 2: Testimonial/UGC (15-45 sec)

SCRIPT TEMPLATE:
================

[0-3 sec] RELATABLE HOOK
├── Visual: Person speaking directly to camera
├── Audio: "Okay so I have to tell you guys something..."
└── Text: [None - keep it authentic]

[3-15 sec] BACKSTORY
├── Visual: B-roll of daily life
├── Audio: "I always struggled with [problem]..."
└── Text: [Subtitles]

[15-35 sec] DISCOVERY + RESULTS
├── Visual: Product unboxing/usage
├── Audio: "Then I discovered [Product] and OMG..."
└── Text: "Week 1... Week 4... Now!"

[35-45 sec] RECOMMENDATION
├── Visual: Back to camera, enthusiastic
├── Audio: "If you have [problem], you HAVE to try this"
└── Text: "[DISCOUNT CODE]"

Structure 3: How-To/Tutorial (30-60 sec)

SCRIPT TEMPLATE:
================

[0-3 sec] RESULT HOOK
├── Visual: Show the end result
├── Audio: "Here's how to get [desired result] in [time]"
└── Text: "TUTORIAL"

[3-10 sec] INTRO + CREDIBILITY
├── Visual: Presenter or product setup
├── Audio: "I'm [name] and I'm going to show you..."
└── Text: "[Expertise/credential]"

[10-40 sec] STEPS
├── Visual: Step-by-step demonstration
├── Audio: "Step 1... Step 2... Step 3..."
└── Text: "STEP 1" "STEP 2" "STEP 3"

[40-55 sec] RESULT + TIPS
├── Visual: Before/after or end result
├── Audio: "And look! Pro tip: [extra value]..."
└── Text: "PRO TIP"

[55-60 sec] CTA
├── Visual: Product + call to action
├── Audio: "Want the same result? Tap the button below"
└── Text: "[CTA]"

Structure 4: Listicle (15-30 sec)

SCRIPT TEMPLATE:
================

[0-3 sec] CURIOSITY HOOK
├── Visual: Bold number or countdown
├── Audio: "3 things [target audience] doesn't know about..."
└── Text: "3 SECRETS"

[3-10 sec] POINT 1
├── Visual: Illustration/demo point 1
├── Audio: "Number 1: [Point with value]"
└── Text: "#1 [Keyword]"

[10-17 sec] POINT 2
├── Visual: Illustration/demo point 2
├── Audio: "Number 2: [Point with value]"
└── Text: "#2 [Keyword]"

[17-25 sec] POINT 3 (Save the best for last)
├── Visual: Illustration/demo point 3
├── Audio: "And the most important one: [Best point]"
└── Text: "#3 [Keyword]"

[25-30 sec] CTA
├── Visual: All points recap + product
├── Audio: "More tips? Follow for more / Tap the button below"
└── Text: "[CTA]"

Platform-Specific Scripts

Instagram Reels Script

FORMAT: Vertical 9:16, 15-30 sec
STYLE: Native, casual, audio you have the rights to use in ads

[0-3 sec] HOOK
├── Start with audio you have the rights to use in ads
├── Text overlay: Hook statement
└── Quick movement/transition

[3-15 sec] CONTENT
├── Fast pacing, quick cuts
├── Native Reels transitions
└── Subtitles required (many people watch with the sound off)

[15-30 sec] PAYOFF + CTA
├── Satisfying conclusion
├── "Follow for more" or product link
└── Relevant hashtags in caption

Audio rights: Meta says the music in its licensed library is intended for personal, non-commercial use, and that Sound Collection tracks can be used for commercial purposes like ads ('Access to the licensed music library on Instagram', Meta Business Help Center).

Facebook Feed Script

FORMAT: Square 1:1 or 4:5, 15-60 sec
STYLE: More professional, more context

[0-3 sec] HOOK
├── Text-first (many watch without sound)
├── Problem or question
└── Visually engaging opening

[3-45 sec] CONTENT
├── Can be longer and deeper
├── Mix of talking head + B-roll
└── Subtitles essential

[45-60 sec] CTA
├── Clear call to action
├── Urgency if relevant
└── Clickable link reference

Stories Script

FORMAT: Vertical 9:16 (check the current Stories length limit in Meta's ad specs)
STYLE: Urgent, snappy, tap-through focused

NOTE: Script a tap on the call to action, not "swipe up". Link stickers work
only in organic Instagram Stories: Meta places the ad's call to action at the
bottom of the ad (on Instagram, a call-to-action sticker, still rolling out).

[0-3 sec] INSTANT HOOK
├── Movement or text overlay
├── A poll or any other sticker rules out the Instagram CTA sticker
└── No time to lose

[3-12 sec] CORE MESSAGE
├── 1 key message per story
├── Avoid GIFs, emojis and link stickers (Meta's Stories advice)
└── Short, fast scenes

[12-15 sec] TAP CTA
├── Clear instruction to tap the call to action (NOT "swipe up")
├── Arrow/gesture animation pointing to the CTA at the bottom
└── Keep text and logos out of the bottom, where the CTA sits

Sources: 'About the link sticker for Instagram Stories' and 'Creative best practices for Stories', Meta Business Help Center. For the safe zones in pixels or percent, use the Ads Guide page for the placement.

UGC Brief Template

For creators/influencers:

UGC VIDEO BRIEF
===============

PLATFORM: [Instagram Reels / TikTok / Facebook]
LENGTH: [15-30 seconds]
FORMAT: [9:16 vertical]

GOAL OF THE VIDEO:
[Awareness / Consideration / Conversion]

TARGET AUDIENCE:
[Description of ideal viewer]

PRODUCT/SERVICE:
[What are we promoting]

KEY MESSAGES (choose 2-3):
□ [Benefit 1]
□ [Benefit 2]
□ [Benefit 3]
□ [Unique selling point]

SCRIPT GUIDANCE:

HOOK (0-3 sec):
"[Suggested hook or direction]"

BODY (3-20 sec):
- Show [specific action/demo]
- Mention [specific benefit]
- [Authentic reaction/testimonial]

CTA (last 5 sec):
"[Suggested call to action]"

DO NOT:
- [What to avoid]
- [Mention competitors]
- [Make overclaims]

REQUIRED:
- Product clearly visible
- [Specific USP mention]
- [Hashtag/mention if needed]

DELIVERABLES:
- Raw footage + edited version
- Vertical format (9:16)
- No watermarks

Script Variation Generator

When user asks for a video script:

Ask first:

1. What is the product/service?
2. Which platform? (Reels, Stories, Feed)
3. Desired length?
4. Type of video? (UGC, product demo, testimonial, educational)
5. Funnel stage? (TOFU/MOFU/BOFU)

Then deliver:

VIDEO SCRIPT - [PRODUCT]
========================

Platform: [Platform]
Length: [X seconds]
Goal: [Awareness/Conversion/etc]

---

VERSION A: [Type, e.g. "Problem-Solution"]

[0-3 sec] HOOK
├── Visual: [description]
├── Audio: "[exact text]"
├── Text: "[on-screen text]"
└── Tip: [direction note]

[3-X sec] BODY
├── Visual: [description]
├── Audio: "[exact text]"
├── Text: "[on-screen text]"
└── Tip: [direction note]

[X-Y sec] CTA
├── Visual: [description]
├── Audio: "[exact text]"
├── Text: "[on-screen text]"
└── Tip: [direction note]

---

VERSION B: [Type, e.g. "Testimonial Style"]
[Same structure...]

Example Interaction

User: "I need a video script for a travel backpack. Instagram Reels, 20-30 seconds, UGC style. The backpack opens flat like a suitcase and has a separate laptop compartment."

Claude response:

"Here is a UGC-style video script for your travel backpack:

---

VIDEO SCRIPT - Travel Backpack

Platform: Instagram Reels Length: 25 seconds Style: Authentic UGC testimonial

---

[0-3 sec] HOOK ├── Visual: Close-up face, then a quick cut to an overstuffed backpack ├── Audio: "Okay I HAVE to share this with you guys..." ├── Text: "packing struggle" └── Tip: Look directly into camera, enthusiastic but authentic

[3-10 sec] BEFORE/PROBLEM ├── Visual: Old travel clips of digging through a bag (or describe) ├── Audio: "Every trip, the thing I need is at the bottom of my bag. I literally tried EVERYTHING..." ├── Text: "nothing worked" └── Tip: Quickly scroll through old content on phone

[10-18 sec] DISCOVERY + SOLUTION ├── Visual: Product unboxing, then unzipping the backpack so it opens flat ├── Audio: "Until someone recommended this backpack. It opens flat like a suitcase, and the laptop has its own compartment." ├── Text: "opens flat" → "laptop compartment" └── Tip: Show the zip opening all the way, then the laptop sliding in

[18-25 sec] RESULT + CTA ├── Visual: Packed backpack zipped shut, walking to the gate ├── Audio: "Now? Just look. If you also dig through your bag on every trip: tap the button below. Trust me." ├── Text: "tap below" └── Tip: Confident smile, tap CTA gesture

---

PRODUCTION TIPS:

• Film in natural light (window)
• Casual clothing, not heavy on makeup
• Authentic tone > polished
• In editing, add audio you have the rights to use in ads

Want me to create an alternative version with a different hook?"

MCP Tool Usage

Pull video creative performance before writing new scripts:

# List the account's top ads (by spend) with their copy, CTA and basic performance
meta_get_creatives(
    account_id="act_XXXXXXXXX",
    scope="account"
)

# Then pull video engagement metrics per ad
meta_get_insights(
    account_id="act_XXXXXXXXX",
    fields=["impressions", "actions", "video_play_actions",
            "video_p25_watched_actions", "video_p50_watched_actions", "video_p75_watched_actions",
            "video_p100_watched_actions", "video_avg_time_watched_actions", "ctr", "spend"],
    date_preset="last_30d",
    level="ad"
)

Use the video retention breakpoints (P25/P50/P75/P100) to see where viewers drop off in existing scripts. To judge the opening, divide 3-second views (the video_view action type inside actions) by impressions and compare the result with the account's other video ads, not with a general benchmark. Ads whose opening holds fewer viewers than the rest of the account are the primary brief input when writing replacement scripts. ThruPlay and 30-second views are not available through meta_get_insights. Meta's Ads Action Stats reference lists video_view as "3-Second Video Views".