Many people like to talk about facebook ad strategies like CBO, audiences, placements, scaling optimizations. On facebook groups, many people like to think whatever strategies they are implementing is not working out for them and they’re constantly looking for the next strategy to follow… However, most do not realise that there is one single factor that can determine a 6 figure store or a one that is not so profitable…. and that’s Ad creatives. 

For the beauty niche, it is definitely getting increasingly competitive, with many beauty brands popping out over the years. Fortunately, the tides are in your favour when running facebook/ instagram story ads.

Think about it, where do your target audience/ customers hang out?

In this case, it’s social media, or more precisely, facebook and instagram. Apart from checking up on their favorite influencers, your target audience go on social media platforms to post their face/body/looks and also consume content to gain inspiration for makeup looks, deciding on cosmetics products to solve their problem, and many other reasons. Basically, they breathe and live on social media.

Why you should read this article:

  • What are the problems your target audience face?

  • How to structure your ads

  • Top of the funnel buzz feed style ads

  • Reviews & Testimonial type ads

  • The psychology behind User-Generated Content

  • Founder’s journey type ads


If you’re not asking this question – then you’re not doing it correctly. The #1 way to make money is to solve a problem.  Doctors solve BIG problems, they get paid premium prices. Lawyers keep people out of jail, that’s why they can charge a premium price. So, the bigger problems that your product or service can solve, the bigger paydays.


You’re not selling teeth whitening – you’re boosting someone’s confidence, so they can get a promotion or look good at a wedding.

You’re not selling acne skincare products – you’re again, boosting someone’s confidence, and making them feel good about themselves again.

 And the next question would be, how do you incorporate this information into the ad creatives? How do your ad creatives connect to your audience and present your product as a solution for them? 

Before you even start creating the ads, do your RESEARCH. Spend most of your focus on understanding your targeted audience/ customer inside out. Understand their daily problems, their frustrations with other brands, the type of content and visuals that attracts them, why they love xyz brand(your competitors) and how they came about it. Understanding your customer is so crucial and should never be neglected. Here are some of the ways:

  1. Studying your competitor’s ads

Make screenshots of your competitors ads, and see what type of visuals your target customer likes to see. Try to add them to a google sheet so you can always come back and gain inspiration when crafting a new ad creative. 


  1. Read Amazon reviews or comments for your competitors.

Reading the comments of your competitors’ ads will give you an insight of how the audience think and what they really want.

So some may ask questions like: “Are the ingredients all natural”, “How long do i have to use the product to get results?”, “I have sensitive skin, will it be suitable for me”. Add these questions into a google sheet and analyse them so you have a grasp on how your customer thinks. You can incorporate them in your ad to bust out any objections.

  1. Find magazines of your niche on google and study them

Printing an ad on a magazine is super duper expensive, and these companies probably spent loads of research and money to craft the perfect ad before posting it. Study the type of copy, angle and headlines they use and craft your own while referring to them. Always seek to copy, improve and lastly, add your own flair.

  1. Reaching out to your existing customers

Simply reach out to your customers through surveys. Decipher the range of emotions your customer is going through, their pain points, the type of personality and vibe they encompass, and extract all these data to use it for creatives and copy.

After doing your research, you should have mapped out your entire customer’s journey. From their pain points to their desires, to emotional triggers, etc. 

 How to structure your ads?

There are three types of ads that works in unison:

  1. TOF Buzzfeed styled ads

  2. TOF Founder’s journey

  3. Reviews with subtitles

We’ll be going through each of them and give a breakdown.

Top of the funnel Buzzfeed Styled Ads

So what would an enticing ad creative that shows the purpose of the brand/product/service, and talks to the customer’s pain points and desires look like? What works best are what we call Buzzfeed styled ads.

What do I mean by buzzfeed style? Examples of brands that are in the beauty niche can be found here:



This kind of fast paced, engaging format tells a story in a compelling way. So what we’ll need to do is follow this format and incorporate the information that we gathered during the research phase. The result would be an enticing ad that covers the brand’s product identity, pain points of the customers, desires, fears while the information is given in a simple, buzzfeed style. Make sure to always include social proof and your own brand’s flair/vibe in the ad. Or else it’ll just look like any other buzzfeed styled ads. 

Also the captions in the ad should always be in the 3rd person perspective. We wouldn’t want to be saying we’re the “best makeup remover in the world”, but however have, someone/ preferably a customer do it for you. It’ll make more sense to have someone, independent of the brand, be giving good praise. 

One more thing is the scroll stopper. Always have a flashy and unique start to the video as people have low attention span. Your job is to make your audience stop scrolling and watch your video. So  always test different stoppers/ thumbnails/ effects/ color contrasts. This is where you can go back to the google file of competitor’s ads and see what is working for them.

Reviews & Testimonial Type Ads

This is where we target the people who watched the TOF ad. They are interested but have not pulled the trigger. Read the comments from the first ad, find out what are the possible objections your customers have and try to answer them with a “customer review styled video”. There are no one systematic way to structure the customer review ad, but these following pointers are good to follow.

  1. Have your customers send you their whole experience and journey when using the product/service. Them talking on an iphone is good enough. Also have them use the product/service on the video, so you can edit the ad to make it engaging. Instead of just having your customer talk about the product, have clips of them actually using the product. 

  2. Understand your target audience and find someone who fits the target audience, be it age group, emotional pain points, lingos, humour. You can craft a review using an actor as well.

  3. In the beauty niche, before and after is king, but unfortunately, Facebook hates that. With abit of careful subtleness, you can somehow sneakily slide that in. Simply add a scene in between the before and after so that it’s not noticeable.

  4. Always, always have subtitles. That is a must.

These are some great examples: 

The psychology behind user-generated content

What even are user-generated content? Basically, they are content made by the customer, so reviews or testimonials about their user experience and journey when using the product and services. Why are they so powerful, you may ask? It generates authenticity and social proof.

People want to connect with the brand before making a purchase. In the case of acne skincare products, why would someone want to buy from you, if there are so many other acne skincare products out there and after years of trying different products that don’t work, or are sub-par, they would have lost all trust in the industry. So, acne skincare brands have to gain their trust by being relatable through user-generated content. With user generated content, it isn’t seen as a brand simply trying to sell you their product, it is seen as the brand sharing stories of how their product solves the problem for their customers. That’s one of the many reasons why it works so well.

Founder’s journey

What better way to connect and build a bond with your future customers, than to show why the founder even created the brand in the first place. An example of a good ad would be Averr Aglow founder’s video. I break down why it works so well below. PS: I only explain snippets of the ad.

Facebook has very strict rules to advertise, and you can’t be direct when pinpointing out a problem. It has to be subtle and indirect. The video starts off with a quote – “I’m 32 and I still struggle with breakouts”. Not only is this indirectly pointing out a problem, it’s relatable to the audience who they’re targeting, which I assume to be middle aged women with skin problems.

Right after, they introduce the founder, in a third person’s perspective, and tell the story of how she experienced the same problem. 

After making the founder’s journey as relatable to the audience, bring up the solution and how it solves the problem. Always take note to have the ad feel as though it’s made by an independant source, instead of the actual company. This ad does it so well, it doesn’t feel like a brand bragging about it’s products, but simply a founder’s story of how overcame her problems and sharing it with the world. That’s the power of creating stories. 

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