See it in the Meta Ad Library

HeyGen’s carousel ad: “HeyGen”

Running 100 daysFacebook and InstagramWinner

How it opens

“Turn your expertise into video. No camera or studio required.”

Angle: Desire

Why it works

The copy is short and pairs one clear benefit with the biggest objection, so the value lands in seconds. The data also shows strong staying power: it has run for 100 days, is still active, and is spread across 30 active ads, which suggests the brand is scaling it and testing variations rather than relying on one creative. The carousel format likely gives room to show different use cases, though the words alone don't confirm what each card shows.

Who it speaks to: Experts, coaches, creators and professionals who have knowledge to share but don't want to film themselves or set up a studio.

How it’s built

Hook: States the outcome of turning expertise into video.
Objection removal: 'No camera or studio required' takes away the main barrier to making video.
CTA: The 'Sign up' button and heygen.com caption point to a low-friction next step.

What to borrow

Lead with the outcome the customer wants, framed around something they already own, like expertise.
Name the biggest barrier to buying and remove it in a short phrase, as 'No camera or studio required' does.
Keep the copy to one benefit and one objection so it works at a glance in a feed.
Run many variations of one core message, as this advertiser does with 30 active ads, to find what keeps winning.

Its words

HeyGen

Turn your expertise into video. No camera or studio required.

Button: Sign up

Where and how long