See it in the Meta Ad Library

HeyGen’s image ad: “HeyGen: AI Video Generator”

Running 107 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 moves from a benefit to a removed barrier to a free trial, so there is little to read and little to doubt. The data shows it has run for 107 days, is still active, and is spread across 28 active ads, which suggests the brand keeps spending on this message and is likely testing variations around it. The free-video offer is specific and countable, which makes the first step feel low risk.

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

How it’s built

Hook: 'Turn your expertise into video' frames the product around the viewer's own knowledge.
Objection removal: 'No camera or studio required' takes away the main barrier to making video.
Offer: 'Make your first 3 videos free' lowers the risk of trying it.
CTA: The 'Sign up' button and heygen.com give one clear next step.

What to borrow

Open with something the viewer already has (their expertise, their story) so the promise feels achievable.
Name the biggest barrier directly and cross it off in a few words, as 'No camera or studio required' does.
Make the free offer concrete with a number, such as 'first 3 videos free', rather than a vague 'try it free'.
Keep one clear action in the button and caption so the ad leads to a single next step.

Its words

HeyGen: AI Video Generator

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

Make your first 3 videos free on HeyGen.

Button: Sign up

Where and how long