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Facebook Ads Storytelling Framework
A narrative structure for Facebook ads that disrupts users by addressing pain points, casting future vision, and positioning product as the bridge
How It Works
Uses storytelling to shift users from their current mindset into a buying mindset by creating emotional connection through shared pain and aspirational outcomes
Components
Hook: Call out target audience with specific behavior or role
Pain point: Describe current frustration or challenge in vivid terms
Vision: Paint picture of desired future state or outcome
Bridge: Position your product as the solution connecting current state to future
Call to action: Simple next step to enter your funnel
When to Use
For Facebook, Instagram, TikTok and other social media advertising where users aren't actively searching for solutions
When Not to Use
For search advertising where users already have clear intent and just need to see the solution
Anti-Patterns to Avoid
Example
“Ad starts 'If you do influencer marketing, listen to this...', describes frustration of manually extracting emails from recaptcha, envisions effortless bulk email extraction, then presents tool as the bridge to that reality”