Creating high-performing ads requires compelling visuals, clear messaging, and an engaging format. HeyGen simplifies the process of designing impactful display ads, social ads, and user-generated content (UGC) ads that drive conversions and engagement. Follow this guide to create ad content tailored to your marketing needs.

Quick tips for effective ads

Keep It short and impactful, as most ad formats perform best under 30 seconds. Ensure your value proposition is conveyed within the first few seconds by using clear messaging.

Consider using different ad formats for different platforms or actions you want viewers to take.

Try to optimize for mobile, because the majority of users view ads on their smartphones.

Step 1: Define your ad objective and script

Before jumping into HeyGen, determine the goal of your ad. Common objectives include:

1. Brand awareness: introduce your brand or product
2. Lead generation: capture sign-ups or inquiries
3. Sales & conversions: drive purchases and immediate actions

Once your objective is set, draft a concise and engaging script. Keep the language simple and focus on the problem your product solves for your audience.

Pro Tip: Visit our write and use video scripts in HeyGen for engaging videos resource and don’t miss the section on how to generate a script with AI.

Step 2: Choose or create your avatar

HeyGen offers a wide range of avatars for every occasion and options for creating custom avatars to bring your videos to life!

See this resource for step-by-step instructions on how to choose a Public Avatar from HeyGen’s extensive library of avatars with 700+ voices compatible with 170+ languages and dialects. Each Public Avatar also comes with multiple Looks, which are varying outfits, poses or backgrounds.

Want even more personalization? See our video avatar: create your digital twin guide to make your very own avatar using photos and videos from your smartphone. For the best output, see this best Practices for creating AI avatars and voices.

Want something completely custom or out-of-the box? Try generating an avatar from text where your imagination is the only limit. Whether hyper-realistic, in an animation style of your choice, or set fully in a fictional world, generate the perfect avatar for your needs in unlimited outfits and surroundings. See our guide on how to change your avatars’ outfits and surroundings for further customization, and if you’re new to prompting, see our prompting best practices guide.

Customize avatars with outfits and backgrounds to enhance brand consistency.

Step 3: Design your ad format

To maximize the effectiveness of your advertising strategy, it’s crucial to choose the right ad format tailored to your target audience and platform. In this step, we’ll explore three popular ad styles.

1. Display ads

1. Format: Horizontal (16:9) or Square (1:1)
2. Best for: Website placements, Google Display Network, banners.

Key elements:

1. Bold text overlay with a CTA.
2. Product-focused visuals.
3. Short-form animation to attract attention.

2. Social Ads

1. Format: Vertical (9:16) for TikTok, Instagram Reels, and Stories; Square (1:1) for feeds.
2. Best For: Facebook, Instagram, TikTok, LinkedIn.

Key Elements:

1. Engaging, fast-paced visuals.
2. Captions and on-screen text.
3. Native elements such as hashtags and emojis.

3. UGC ads (user-generated content style)

1. Format: Vertical (9:16) for TikTok & Instagram.
2. Best For: Relatable, organic-feeling social media ads.

Key Elements:

1. Influencer-style talking head video.
2. Personal storytelling or product demonstration.
3. Social proof elements like testimonials and real-user feedback.

Step 4: Edit and optimize your ad

Visual storytelling is crucial for advertisements, and HeyGen makes it easy to design an engaging video in minutes. To get started, see this step-by-step guide on how to create and edit videos in HeyGen.

Browse HeyGen’s extensive library of professionally designed templates or create your own to match your brand’s unique look and feel.

Upload assets such as product images, videos, animations, music, or screen recordings that illustrate your product’s key features.

Maximize your reach by adding captions or subtitles for silent autoplay users.

Step 5: Export and deploy your ad

Once satisfied with your ad, click generate to export it in high resolution. Deploy the ad based on platform-specific best practices:

1. Google display ads: Use strong contrast, concise text, and a clear CTA.
2. Facebook & Instagram ads: Leverage native formats like Reels, Stories, and Feed Ads.
3. TikTok ads: Keep content authentic, fast-paced, and trend-driven.
4. LinkedIn ads: Focus on professional appeal with clear messaging.

Bonus tips for ad success

1. A/B testing: Experiment with different versions of your ad to find the highest-performing variant.
2. Stay platform-specific: Customize ads to fit the unique style of each platform.
3. Monitor performance: Track engagement, click-through rates, and conversions.
4. Refresh content regularly: Rotate creatives to prevent ad fatigue.

With HeyGen, you can create powerful, optimized ads quickly and effectively. Start crafting your next high-converting campaign today!