AI Marketing Video Prompting Playbook: Write Prompts That Convert

Every AI video tool runs on the same fuel: your prompt. The difference between a generic, forgettable video ad and one that stops thumbs and drives purchases almost always traces back to the quality of the text instruction behind it. Prompting is not a technical skill reserved for engineers. It is the new creative skill -- the bridge between your marketing vision and the AI's output. And like any creative skill, it can be learned, practiced, and systematized.

The problem most marketers face is not access to AI video tools. The tools are everywhere. The problem is that they write vague, under-specified prompts and get vague, under-specified results. They type "make a video ad for my product" and wonder why the output looks nothing like what they imagined. The gap between intent and output is a prompting gap.

This playbook closes that gap. It covers the anatomy of high-converting video prompts, format-specific prompting strategies for every major ad type, platform-specific adjustments for TikTok, Instagram, YouTube, and Facebook, advanced techniques like negative prompting and reference image guidance, model-specific tips for the leading AI video generators, and a practical system for building a prompt library that scales with your brand.

Why Prompting Is the New Creative Skill

Before AI video tools, creative output was bottlenecked by production capacity. You needed cameras, editors, studios, talent. The limiting factor was resources. Now the resources are virtually unlimited -- AI can generate as many videos as you need. The new limiting factor is creative direction, and creative direction lives in the prompt.

Consider two marketers using the same AI video tool:

• Marketer A writes: "Create a video ad for our running shoes."
• Marketer B writes: "A close-up tracking shot of a runner's feet hitting wet pavement at dawn, wearing white minimalist running shoes, camera low to the ground, cinematic motion blur on background city lights, slow-motion water splash on each stride, golden hour side lighting, 4-second clip transitioning to product hero shot on clean white background."

Marketer B will get a dramatically better result every single time. Not because they have a better tool, but because they gave the tool better instructions. Prompting is creative direction translated into language that AI understands.

The marketers and brands that master prompting will produce better creative, faster, at lower cost. Those that treat prompting as an afterthought will continue to get mediocre output and blame the tools.

The Anatomy of a Marketing Video Prompt: 7 Key Components

Every effective AI video prompt for marketing contains seven components. You do not need all seven in every prompt, but the more components you include, the more precisely the output matches your vision.

1. Subject and Product

What is in the frame? Be specific about the product, its appearance, and its context.

• Weak: "A bottle of shampoo"
• Strong: "A matte-finish amber glass bottle of organic shampoo with a minimalist white label, positioned on a wet river stone surrounded by fresh eucalyptus sprigs"

Specificity in subject description eliminates ambiguity. Include material, color, finish, size reference, and surrounding elements.

2. Camera Movement and Angle

How does the camera behave? Camera movement is what separates a static-feeling video from one that feels professionally directed.

Common camera movements for ad video prompts:

• Slow push-in: Creates focus and intimacy. Ideal for product hero shots.
• Orbit / arc: Camera circles the subject. Creates dimensionality for physical products.
• Tracking shot: Camera follows a moving subject. Perfect for lifestyle and action contexts.
• Crane up / down: Vertical movement that reveals scale or environment.
• Static with subject motion: Camera stays still while the subject moves within frame. Effective for unboxing and demo content.
• Dolly zoom: Background shifts while subject stays same size. Creates dramatic emphasis.

3. Lighting and Mood

Lighting sets the emotional tone of the entire video. Describe it explicitly.

• Soft diffused natural light: Clean, approachable, trustworthy. Best for skincare, wellness, food.
• Golden hour / warm directional light: Aspirational, premium, lifestyle-driven. Best for fashion, travel, luxury.
• High-contrast dramatic lighting: Bold, edgy, attention-grabbing. Best for tech, fitness, entertainment.
• Studio lighting with clean white background: Product-focused, e-commerce-ready. Best for product demos and comparison content.
• Neon / colored accent lighting: Modern, youthful, trend-forward. Best for gaming, nightlife, streetwear.

4. Motion and Action

What happens in the video? Describe the motion, action, or transformation you want to see.

• Product interaction: "A hand reaches in and picks up the bottle, tilting it slightly to catch the light"
• Transformation: "The grayscale scene gradually fills with color starting from the product outward"
• Use demonstration: "Coffee being poured from the French press into a clear glass mug, steam rising visibly"
• Before/after: "Split screen showing dull skin on left transitioning to glowing skin on right"

Action creates narrative. Even in a 4-second clip, something should happen.

5. Style and Aesthetic

Define the visual style you want. Reference cinematic styles, art directions, or specific visual qualities.

• "Shot on 35mm film with slight grain and warm color grading"
• "Clean, minimal Scandinavian aesthetic with muted pastel tones"
• "Hyper-realistic product visualization, studio-quality rendering"
• "UGC-style handheld footage, slightly imperfect framing, authentic feel"
• "High-fashion editorial, Vogue-quality lighting and composition"

6. Duration and Pacing

Specify how long the clip should be and how the pacing should feel.

• "4-second slow-motion clip"
• "15-second sequence: 3 seconds product intro, 8 seconds demonstration, 4 seconds CTA"
• "Quick 2-second transition clip between scenes"

Pacing guidance helps the AI allocate visual weight across the duration.

7. Text and Overlay Instructions

If your video needs text, specify it in the prompt including placement, timing, font style, and content.

• "Bold sans-serif text 'FREE SHIPPING' appears bottom-center at second 3, white on dark overlay"
• "Animated price tag '$29.99' slides in from right at the end of the clip"

Not all AI video models handle text well natively. For precise text overlays, generate the video first and add text in post-production using AdCreate's AI tools, which handle text placement, animation, and formatting automatically.

Prompts by Ad Format

Different ad formats require different prompting approaches. Here are prompt frameworks for the five most common video ad types.

Product Demo Prompts

Product demos need to show the product in use, clearly and compellingly.

Framework:
"[Camera angle] shot of [specific product description] being [action/use case] by [person description if applicable], [lighting description], [environment description], [motion detail], [duration]"

Example prompt:
"Close-up overhead shot of a matte black electric coffee grinder on a marble countertop, a hand presses the single button, coffee beans visibly grinding through the transparent chamber, soft morning window light from the left, steam rising from a white ceramic mug in the background, shallow depth of field, 5-second clip"

Pro tip: For product demos, always include a human interaction element. Products being used by a person convert 35-50% better than products shown in isolation.

Testimonial and UGC-Style Prompts

Testimonial ads need to feel authentic and relatable, not produced.

For testimonial-style content, AdCreate's talking avatar feature is the most effective approach. Instead of prompting an AI video generator for a talking-head video, you write a script and select an avatar that matches your target customer profile.

Script prompting framework for avatar testimonials:

• Open with a relatable problem statement ("I was spending $200 a month on...")
• Describe the discovery moment ("Then I found [product] and...")
• Share specific results ("In three weeks, I noticed...")
• Close with a recommendation ("If you're dealing with [problem], you need to try this")

Keep scripts under 45 seconds. Use conversational language -- contractions, filler words, and natural pauses make avatar content feel more authentic.

Promotional Offer Prompts

Promo videos need urgency, clarity, and visual impact.

Framework:
"[Dynamic opening shot of product], [transition to offer display], [urgency element], [CTA], [brand colors and style]"

Example prompt:
"Fast-paced montage of a fitness supplement lineup on a dark textured background, dramatic side lighting with teal accent glow, each product rotates quickly into frame then slides out, bold animated text '40% OFF EVERYTHING' slams onto screen at second 4, countdown timer element in corner, 8-second clip with high-energy pacing"

Brand Story Prompts

Brand story videos are longer and more atmospheric. They sell the why, not just the what.

Framework:
"[Opening establishing shot that sets the world], [transition to founder/team/process], [product reveal in context], [brand message moment], [cinematic quality and tone description]"

Example prompt:
"Wide aerial shot slowly descending over a sun-drenched Italian olive grove at golden hour, transitioning to a close-up of weathered hands picking olives from a branch, then a smooth cut to dark green premium olive oil being poured in slow motion catching the light, warm earth tones throughout, shot in anamorphic widescreen with gentle film grain, contemplative pacing, 15-second sequence"

Tutorial and How-To Prompts

Tutorial ads demonstrate value by teaching something useful while featuring the product.

Framework:
"Step-by-step visual sequence showing [process], [clear product integration at key step], [before/after or result reveal], [clean instructional aesthetic]"

Example prompt:
"Top-down flat lay sequence on a clean white surface: Step 1 -- hands arrange three skincare products in a row, Step 2 -- pump cleanser onto fingertips (close-up), Step 3 -- apply serum with dropper (macro detail of golden liquid), Step 4 -- final moisturizer application, result shot of glowing skin in soft ring light, each step separated by a clean fade transition, 12-second clip with calm pacing"

Platform-Specific Prompting Adjustments

The same product needs different video approaches for different platforms. Your prompts should account for where the video will run.

TikTok Prompts

TikTok rewards raw, fast-paced, trend-aware content. Your prompts should reflect this.

Adjust for TikTok:

• Specify vertical 9:16 aspect ratio
• Front-load the hook in the first 1-2 seconds
• Request fast transitions and quick cuts
• Describe a UGC or creator-style aesthetic (handheld, slightly imperfect)
• Include trending format references when relevant
• Keep total duration at 8-15 seconds for ads

TikTok-specific prompt addition:
"...shot in vertical 9:16 format, handheld camera feel with slight motion, fast-paced editing with quick jump cuts, authentic creator-style aesthetic, hook moment in first 1.5 seconds..."

Generate TikTok ad content at scale using AdCreate's text-to-video feature, which outputs in platform-native formats and aspect ratios.

Instagram Reels Prompts

Instagram Reels overlap with TikTok but skew slightly more polished and aesthetic.

Adjust for Instagram:

• Vertical 9:16 format
• Slightly more polished than TikTok -- better lighting, cleaner composition
• Aesthetic consistency matters more (Instagram audiences expect visual cohesion)
• Smooth transitions preferred over hard jump cuts
• 10-20 second optimal duration for ads

Instagram-specific prompt addition:
"...vertical 9:16, polished but approachable aesthetic, smooth slide and fade transitions, cohesive color palette matching brand identity, Instagram-native visual quality..."

YouTube Prompts

YouTube serves both short-form (Shorts) and pre-roll/in-stream ads.

For YouTube Shorts:

• Vertical 9:16, similar to TikTok but can be slightly longer (15-30 seconds)
• More informational content performs well (mini-tutorials, product facts)

For YouTube pre-roll ads:

• Horizontal 16:9 format
• Must hook in first 5 seconds (before skip button appears)
• Higher production quality expected
• Sound-on is the default (unlike social feeds)

YouTube pre-roll prompt addition:
"...cinematic 16:9 horizontal format, high production value, compelling visual hook in first 3 seconds that demands attention before the skip button appears, broadcast-quality lighting and composition, designed for sound-on viewing..."

Facebook Feed Prompts

Facebook Feed ads need to work in a mixed-content environment with varied audience demographics.

Adjust for Facebook:

• Square 1:1 or vertical 4:5 format (maximizes feed real estate)
• Must work with sound off (critical -- most Facebook viewing is muted)
• Text overlays and captions are essential
• Slightly slower pacing than TikTok -- Facebook audiences engage with more deliberate content
• Clear product visibility throughout

Facebook-specific prompt addition:
"...square 1:1 format optimized for mobile feed, clear product visibility throughout the entire clip, designed to communicate message without audio, moderate pacing with deliberate product focus moments..."

Negative Prompting: Telling AI What Not to Do

Negative prompting is one of the most underused techniques in marketing video generation. While your main prompt tells the AI what to create, negative prompts tell it what to avoid. This removes common failure modes and pushes output quality significantly higher.

How Negative Prompting Works

Most AI video generators accept negative prompt parameters -- instructions that tell the model to steer away from specific visual elements.

Common negative prompts for marketing videos:

• "No text, no watermarks, no logos" (when you plan to add your own branding in post)
• "No distorted faces, no extra fingers, no unnatural body proportions" (for any content featuring people)
• "No blurry elements, no low resolution, no pixelation" (general quality floor)
• "No oversaturated colors, no neon tones" (for brands with muted aesthetics)
• "No cluttered backgrounds, no distracting elements" (for product-focused content)
• "No stock photo feel, no corporate aesthetic" (for UGC-style content)

Strategic Negative Prompting for Brand Consistency

Build a brand-specific negative prompt list that maintains your visual identity:

• If your brand is minimal: "No busy patterns, no cluttered compositions, no heavy visual effects"
• If your brand is warm and natural: "No cool blue tones, no artificial lighting, no sterile environments"
• If your brand targets professionals: "No cartoon elements, no playful fonts, no childish aesthetics"

Keep your negative prompts in a reusable template. Append them to every generation prompt to maintain consistency across all content.

Reference Image Prompting

Reference image prompting lets you guide AI output with visual examples instead of relying entirely on text description. This is the fastest way to achieve consistent visual quality across multiple video generations.

How to Use Reference Images Effectively

Product shots as references: Upload your actual product photography and instruct the AI to feature that exact product in the generated video. This is the primary use case for AdCreate's image-to-video pipeline -- your real product photos become the foundation for AI video generation, ensuring the product looks accurate in every output.

Mood board references: Provide images that represent the visual style, lighting, color palette, and mood you want. Combine mood board references with text descriptions for maximum control.

Competitor ad references: Capture screenshots or screen recordings of competitor ads that represent the visual quality or format you want to match (or surpass). Use these as style references while creating original content featuring your own products.

Frame-by-frame storyboard references: For complex sequences, provide a reference image for each key moment in the video. This gives the AI a visual roadmap for the entire clip.

Reference Image Best Practices

• Use high-resolution source images (minimum 1080p)
• Provide multiple reference angles for physical products
• Include both product-only and product-in-context reference images
• When using style references, choose images that clearly represent the lighting and mood you want
• Combine reference images with detailed text prompts -- images set the visual direction, text provides specific instructions

Model-Specific Prompting Tips

Different AI video generation models respond to prompts differently. Understanding these nuances helps you get better results from each tool.

Google Veo (Veo 3.1)

Strengths: Photorealistic output, excellent lighting and physics simulation, strong coherence across longer clips, native audio generation.

Prompting tips for Veo:

• Veo responds exceptionally well to cinematographic language ("dolly shot," "rack focus," "anamorphic lens")
• Specify lighting conditions in detail -- Veo's light rendering is its standout strength
• For product shots, describe the surface material and how light interacts with it
• Veo handles longer sequences (8-12 seconds) better than most models without losing coherence
• Include ambient sound descriptions when audio matters ("sound of coffee pouring," "soft background cafe ambiance")

OpenAI Sora (Sora 2)

Strengths: Strong text comprehension, good at interpreting complex scene descriptions, creative and artistic output.

Prompting tips for Sora:

• Sora handles complex, multi-element scene descriptions well -- you can be more verbose with scene setup
• Benefits from narrative-style prompts ("a story that begins with...")
• Specify style references clearly ("in the style of a luxury fragrance commercial")
• For consistent characters across clips, provide detailed character descriptions and reference back to them
• Sora sometimes over-stylizes -- use negative prompts to keep output grounded for commercial content

Kling (Kling 2.6)

Strengths: Fast generation, good motion quality, strong at human movement and dance, cost-effective for high-volume needs.

Prompting tips for Kling:

• Kling excels at human motion -- prompts involving people in action produce especially strong results
• Keep prompts more concise and action-focused than with other models
• Specify motion intensity explicitly ("gentle slow movement" vs. "dynamic fast action")
• For product videos, include explicit product placement instructions ("product centered in frame, occupying 40% of the visual area")
• Kling benefits from numbered step sequences for multi-phase clips

General Cross-Model Tips

• Always specify aspect ratio (9:16, 16:9, 1:1) explicitly
• Include duration in seconds
• Start with the most important visual element
• Use concrete, measurable descriptions over abstract ones ("golden warm light from the left at 45 degrees" rather than "nice lighting")
• Test the same prompt across multiple models to find which produces the best result for your use case

A/B Testing Prompts for Performance

Prompting is not a one-shot creative exercise. The highest-performing video ads emerge from systematic prompt testing.

The Prompt A/B Testing Framework

Step 1: Identify the variable
Test one prompt element at a time to isolate what drives performance differences.

Testable variables:

• Opening hook visual (different first 2 seconds)
• Camera angle and movement
• Lighting and color mood
• Product context (studio vs. lifestyle vs. in-use)
• Pacing (slow and cinematic vs. fast and energetic)
• Style (polished vs. UGC-authentic)

Step 2: Generate paired variations
Create two (or three) prompt variations that differ only in the variable being tested.

Example test -- camera angle:

• Prompt A: "Eye-level medium shot of woman applying moisturizer..."
• Prompt B: "Close-up overhead shot of hands applying moisturizer..."
• (All other prompt elements identical)

Step 3: Run equal-budget ad tests
Publish both variations as ads with identical targeting, budget, and placement. Run for 3-5 days minimum to collect statistically significant data.

Step 4: Record results and compound learnings
Document which prompt variable won and by what margin. Apply the winning approach to future prompts and test the next variable.

What to Measure in Prompt A/B Tests

• Hook rate (3-second view rate): Tests whether your opening prompt is grabbing attention
• Hold rate (average watch time): Tests whether the pacing and visual narrative sustain engagement
• Click-through rate: Tests whether the overall visual presentation drives action
• Cost per acquisition: The ultimate test of whether a prompt approach converts

Over 8-12 weeks of systematic prompt testing, you will build a dataset of proven prompt patterns specific to your brand, product category, and audience. This is a compounding competitive advantage.

Building a Prompt Library for Your Brand

Prompt libraries prevent you from starting from zero every time you create content. They capture proven formulas and make them reusable.

Prompt Library Structure

Organize your library by these categories:

1. Product prompts
Base descriptions for each product or product category. Include product appearance, materials, colors, and key visual features.

Product: Vitamin C Serum
Base description: "A sleek 30ml amber glass dropper bottle with minimalist white label reading 'Vitamin C Serum', golden-orange liquid visible through the glass, positioned on..."

2. Scene prompts
Reusable environment and context descriptions.

Scene: Clean bathroom morning
"Modern minimalist bathroom vanity, white marble countertop, soft morning light from a frosted window, single green plant accent, steam gently visible in the background"

3. Camera and motion prompts
Reusable camera movement and visual motion descriptions.

Camera: Product orbit
"Slow 180-degree orbit around the product, starting from 45-degree angle and rising to eye level, smooth constant speed, shallow depth of field with background softly blurred"

4. Style prompts
Brand-specific style instructions that get appended to every generation prompt.

Brand style: [Your Brand]
"Warm neutral color palette, soft natural lighting, minimal composition with generous negative space, matte textures preferred, Scandinavian-inspired clean aesthetic"

5. Negative prompts
Brand-specific exclusion list.

Always exclude: "No cool blue tones, no cluttered backgrounds, no text in frame, no artificial neon lighting, no stock photo aesthetic, no distorted proportions"

6. Platform format prompts
Pre-built format specifications for each platform.

TikTok format: "Vertical 9:16, handheld camera feel, fast-paced, hook in first 1.5 seconds, 8-15 second duration"
Instagram Reels: "Vertical 9:16, polished aesthetic, smooth transitions, 10-20 seconds"
YouTube pre-roll: "Horizontal 16:9, cinematic quality, visual hook before second 5, 15-30 seconds"
Facebook Feed: "Square 1:1, works without sound, clear product focus, 10-15 seconds"

Assembling Prompts From Your Library

When you need to create a new video ad, assemble your prompt by combining library modules:

Final prompt = Product prompt + Scene prompt + Camera prompt + Style prompt + Platform format prompt + Negative prompt

This modular approach means you can generate hundreds of unique prompt combinations from a library of 20-30 base components. AdCreate's AI ad generator streamlines this assembly further -- you provide your product details and the platform handles prompt engineering, format optimization, and generation in one workflow.

Building a Prompt System for Your Brand

A prompt library is a starting point. A prompt system is a repeatable process that your entire team can follow to produce consistent, high-quality video creative.

The Brand Prompt Playbook

Create a living document (or dedicated workspace) that contains:

1. Brand visual identity rules for AI prompting

• Approved color palettes with specific descriptions ("warm terracotta" not "orange")
• Approved and prohibited visual styles
• Lighting preferences and restrictions
• Typography and text overlay standards
• Product photography standards for reference images

2. Approved prompt templates by use case

• New product launch prompt template
• Seasonal sale prompt template
• Retargeting prompt template
• UGC-style prompt template
• Brand story prompt template

3. Platform-specific guidelines

• Format specs and prompt adjustments for each platform
• Performance benchmarks from past prompt A/B tests
• Winning prompt patterns specific to each platform

4. Quality control checklist
Before publishing any AI-generated video, verify:

• Product accuracy (color, shape, label, proportions)
• Brand consistency (colors, mood, style match guidelines)
• Platform optimization (correct format, duration, and pacing)
• No visual artifacts or distortions
• CTA is clear and properly placed

Workflow: From Brief to Published Ad

1. Marketing brief: Define the campaign goal, product, platform, and offer
2. Prompt assembly: Combine library modules into a complete prompt. Adjust for the specific campaign angle
3. Generation: Run the prompt through AdCreate's video ad generator. Generate 3-5 variations from slight prompt modifications
4. Review and select: Evaluate outputs against brand guidelines. Select top 2-3
5. Post-production: Add text overlays, CTAs, brand logos, and music
6. Publish and test: Launch as A/B test with equal budgets
7. Record and learn: Document which prompt approach won. Update the prompt library

This workflow turns video ad creation from an unpredictable creative process into a repeatable system that improves with every cycle.

Advanced Prompting Techniques

Chain Prompting for Multi-Scene Ads

For ads that require multiple distinct scenes (common in 15-30 second formats), use chain prompting -- generate each scene as a separate clip with its own optimized prompt, then assemble the scenes into a cohesive ad.

Scene 1 prompt: "Close-up of tired eyes in morning light, alarm clock showing 6:00 AM, muted desaturated color palette, 3-second clip" (the problem)

Scene 2 prompt: "Same person's hand reaching for a bright green smoothie bottle on a sunlit kitchen counter, color saturation increases, energetic camera push-in, 3-second clip" (the solution)

Scene 3 prompt: "Wide shot of the person jogging through a park, full color, golden hour lighting, slow-motion smile, 4-second clip" (the transformation)

Each scene gets a purpose-built prompt that optimizes for its narrative role. This produces much better results than a single long prompt trying to describe the entire sequence.

Iterative Refinement Prompting

Rarely does the first prompt produce perfect output. Use iterative refinement:

1. Generate V1 with your initial prompt
2. Identify gaps between output and intent ("the lighting is too harsh," "the product is too small in frame")
3. Refine the prompt by adding specific corrections ("soft diffused lighting from above, product occupying 50% of the frame")
4. Generate V2 and evaluate again
5. Repeat until the output matches your vision

Most marketers generate one version and settle. The best results come after 2-3 rounds of refinement. Save your refined prompts -- they become your highest-value library entries.

Prompt Chaining With Image-to-Video

One of the most powerful workflows combines static image generation with video generation:

1. Use an AI image generator to create the perfect key frame
2. Feed that image into AdCreate's image-to-video feature with a motion prompt
3. The image provides visual precision while the motion prompt adds cinematic life

This two-step approach gives you more control than text-to-video alone, especially for product shots where accuracy matters.

Common Prompting Mistakes and How to Fix Them

Mistake 1: Being Too Vague

Bad: "A nice video of our product"
Fix: Specify every visual element. Describe the product, environment, lighting, camera, and motion explicitly.

Mistake 2: Overloading a Single Prompt

Bad: A 500-word prompt trying to describe a 30-second multi-scene ad in one block.
Fix: Break multi-scene concepts into individual scene prompts. Generate each scene separately and assemble.

Mistake 3: Ignoring the Platform

Bad: Same prompt for TikTok, Instagram, YouTube, and Facebook.
Fix: Create platform-specific prompt variations. A vertical, fast-paced TikTok prompt is fundamentally different from a horizontal, cinematic YouTube prompt.

Mistake 4: No Negative Prompts

Bad: Hoping the AI avoids visual problems on its own.
Fix: Include explicit negative prompts to prevent common issues (distortion, wrong style, cluttered compositions).

Mistake 5: Not Specifying Duration and Pacing

Bad: Letting the AI decide how long the clip should be and how fast it should feel.
Fix: Always include exact duration in seconds and pacing descriptions (slow-motion, fast-paced, steady).

Mistake 6: Forgetting About Sound

Bad: Treating every video as silent.
Fix: Include audio descriptions when the model supports it: ambient sounds, music mood, voiceover tone. For platforms where sound-off viewing is common (Facebook), design the visual prompt to communicate without audio.

Prompt Templates Ready to Use

Here are five copy-and-customize prompt templates for common marketing video needs.

Template 1: Product Hero Shot

[Camera: slow push-in] [Product: detailed description] centered on [surface/environment], [lighting description], [background description], [subtle motion element], [aspect ratio], [duration], photorealistic quality.
Negative: no text, no watermarks, no distortion, no busy background.

Template 2: UGC-Style Testimonial

Use with talking avatar feature:
Script: "Okay I have to talk about [product] because [specific benefit statement]. I've been using it for [timeframe] and [specific result]. The [standout feature] is honestly [emotional reaction]. If you [target audience identifier], you need this."
Avatar: [demographic match to target customer]
Setting: casual home environment, natural lighting, vertical format

Template 3: Limited-Time Offer

[Dynamic opening: product in motion or dramatic reveal], [transition to offer text display], bold [brand color] accents, high-energy pacing, [product lineup or hero shot], "[Offer text]" appearing at [timestamp], urgency elements (countdown, flashing, pulsing), [aspect ratio], [duration].
Negative: no slow pacing, no muted colors, no subtle presentation.

Template 4: Before/After Transformation

[Split screen or sequential: "before" state] -- muted colors, flat lighting, [problem visual], [transition element: wipe, dissolve, split], ["after" state] -- vibrant colors, glowing lighting, [solution visual with product visible], [aspect ratio], [duration].

Template 5: Lifestyle Context

[Wide establishing shot of aspirational environment], [camera finds subject naturally using product], [close-up detail of product in use], [pull back to reveal full lifestyle scene], warm natural lighting, [brand color palette], authentic and unforced aesthetic, [aspect ratio], [duration].
Negative: no studio feel, no staged posing, no artificial environments.

Adapt these templates with your specific product details, brand style guide, and platform requirements. Use them as starting points and refine based on A/B test results.

Explore the full range of ad creation formats available through AdCreate's template library to see how professional prompt engineering translates into production-ready video ads across every major format and platform.

Frequently Asked Questions

What is the ideal length for an AI video prompt?

Most effective marketing video prompts are 40-100 words. Shorter prompts lack the specificity needed for commercial-quality output. Longer prompts risk confusing the model with competing instructions. The sweet spot provides enough detail to control subject, camera, lighting, motion, and style without over-constraining the generation. For complex multi-scene ads, write separate 40-60 word prompts for each individual scene rather than one massive prompt for the entire sequence.

Do I need to learn different prompting for different AI video tools?

Yes, but the differences are smaller than most people assume. About 80% of prompting best practices are universal -- specificity, visual language, camera direction, lighting description. The remaining 20% varies by model: some handle longer prompts better, some prefer concise action-focused instructions, some excel at cinematic language while others respond to simpler descriptions. Start with universal prompting principles, then learn model-specific adjustments through testing. Platforms like AdCreate abstract away model-specific differences by handling prompt optimization on the backend.

How do I prompt for brand consistency across multiple video ads?

Build a brand prompt kit: a set of reusable prompt components that define your visual identity. This includes a brand style description (colors, mood, aesthetic), approved lighting descriptions, a product base description for each SKU, and a negative prompt list of visual elements to always avoid. Append your brand style and negative prompts to every generation prompt. This ensures every output shares a visual DNA even when the specific content varies. Review the prompt library section of this guide for a detailed structure.

Can AI video prompts replace professional video directors?

For the majority of performance marketing content -- product showcases, social media ads, promotional clips, retargeting creative -- AI prompting produces output that matches or exceeds the ROI of professionally directed content at a fraction of the cost and time. For brand campaigns requiring complex narratives, celebrity talent, or broadcast-quality production, professional direction remains valuable but AI handles pre-visualization, derivative content creation, and scaling of the core creative across formats. The practical answer for most brands: AI prompting handles 80-90% of their video advertising needs, with professional production reserved for flagship campaigns.

What is negative prompting and should I always use it?

Negative prompting tells the AI what visual elements to exclude from the generated video. It is essentially a quality control layer built into your instructions. Yes, you should include negative prompts in every commercial video generation. At minimum, include: "no distorted faces, no extra limbs, no blurry elements, no text unless specified, no watermarks." Beyond these universal negatives, add brand-specific exclusions that prevent the AI from generating content that conflicts with your visual identity. Negative prompting typically improves output quality by 20-30% compared to positive-only prompts.

How do I get started with AI video prompting if I have no experience?

Start with the templates in this guide. Pick the template closest to your need, fill in your product and brand details, and generate your first video. Evaluate the output, identify what does not match your vision, and refine the prompt by adding more specific instructions for those elements. Within 5-10 generations, you will develop intuition for how your AI tool responds to different instructions. Start with AdCreate's free credits to experiment without cost pressure, and focus on mastering one format (product hero shots are the easiest starting point) before expanding to more complex ad types.

How does prompt quality affect ad performance metrics?

Directly and measurably. In A/B tests, well-prompted video ads consistently outperform poorly-prompted ones by 40-80% on hook rate (3-second views) and 25-50% on click-through rate. The difference compounds at the conversion level -- a video that grabs attention and sustains it through good visual storytelling (driven by prompt quality) will generate significantly more purchases than a generic, unfocused video. Prompt quality is not a creative nicety. It is a direct input to your cost per acquisition and return on ad spend.

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