If you are planning to film your own funnel videos, we recommend following our best practices below. 

Filming Preparation:

• Write and read scripts out loud before filming. We do not recommend fully memorizing the scripts. You want to sound confident, not robotic!
  Tip: Set up a teleprompter with the scripts (Parrot Teleprompter, PromptSmart, and Teleprompter Pro Lite are a few teleprompter apps we recommend)
• Please reach out to your CSM or support@getbreakthrough.com to gain access to our scripts.
• Try to use a neutral background so as not to create distractions. Our filming team uses a dark grey background for all videos.
• Please do not make any major edits to the scripts provided by Breakthrough, especially the landing page script. Our scripts are tested to convert and, most importantly, are Facebook compliant.

During Filming:

• Wear a branded polo or dress shirt that contrasts against the color of your chosen background.
• Film videos horizontally (landscape orientation) and from the waist up. 

After Filming: 

• Upload your edited videos to Breakthrough using this how-to article!

A Bit of Background - Why Make Videos?

Video is one of the best-performing ad formats on Meta. It grabs attention fast, shows off personality, and helps people connect with your clinic in a more human way. Meta’s algorithm loves video because it keeps users engaged longer, especially when it’s shot in a casual, native style (think: vertical, face-to-camera, straight to the point).

It’s also more likely to get shares, comments, and saves: all things that boost your reach for free. Even a simple video shot on your phone can outperform your current best ads! Meta wants more engagement with short format videos on Reels, so providing them with it helps better optimize when and where your ads are shown.

We use high-performing generic video ads on your account, but nothing beats the power of personalization. People want to see and hear real people! Clinic-specific videos are a great way to show off your personality and connect with your local community. These videos also feel more natural and authentic, which makes them stand out in the feed and helps them feel less like a traditional ad.

Videos are consistently getting better CPLs, better Click-Through-Rates (CTRs), and higher percentages of people fully completing the form!

Best Practices For Filming:

Pro Tip: Always film vertically (9:16) — this fits mobile screens best.

Lighting:

• Film in bright, natural light whenever possible (facing a window is ideal).
• Avoid strong backlighting (try NOT to have windows behind you).
• If indoors, use a ring light or well-lit space to reduce shadows.

Audio:

• Record in a quiet space with minimal background noise.
• Use a phone mic close to the speaker, or AirPods if needed.
• Only have one person speak at a time.

Framing like a pro:

• Keep the subject in the center third of the screen.
• Film at eye level and keep the phone as straight as possible; try to avoid angling up or down.
• Make sure the subject is centered and framed clearly (avoid cutting off heads!).

Tips For Natural, Engaging Videos:

• You can avoid shaky footage by using a tripod, but it isn’t necessary! Just try to keep still or be smooth if walking around during the video.
• Try not to read off the script, keeping “eye contact” with the viewer makes the video feel more authentic to the viewer.
• It’s okay to not follow the script word for word, you can put your own spin on it! Talking in a casual tone is best practice here.
• Film in front of your clinic, the front office, staff treating (on patients willing to be recorded for Facebook!), staff waving, a panorama of the clinic. All kinds of “secondary” content helps your video become more informative and personal.
• Keep videos under 30 seconds, ideally between 15-20.

What Is A "Hook"?

A “Hook” is that first bit of your video. The average viewer of a Meta Reel only pays attention for 8 seconds, so at maximum, that’s how long you have to grab their attention! A great tip here is to film multiple hooks. You can read the same script each time, but adjust the first line. That way we can have multiple versions of your ad and see which one catches your audience's attention the best. Here are some hooks from our library, but feel free to come up with your own that may be specific to your area or specialities.

1. Struggling with [pain type]? You’re not alone.
2. Here’s why your [pain type] hasn’t gone away yet.
3. The #1 mistake people make with [pain type].
4. If you’re tired of living with [pain type], watch this.
5. What your doctor might not tell you about [pain type].
6. How to get relief from [pain type] without medications or surgery.

Ideally, film multiple different hooks so we can create multiple different ads. Try filming with at least 3-4 different first lines so we will have 3-4 variations.

Scripts:

Not sure exactly what to say and need a script for a workshop? We can help! Please reach out to your CSM or contact Breakthrough Support at support@getbreakthrough.com.

Final Takeaways:

Film as much as possible, even if you’re making mistakes or messing up your script. It’ll all be edited and more content is better than "perfection". Keep it casual, yet confident, and let your clinic and staff’s bright personalities shine!