Jumpstart Your Visibility with a Simple £2/day IG Ad - Amber Rose Thomas

Website: https://www.launchwithamber.com/

Instagram: https://www.instagram.com/launchwithamber/

https://www.launchwithamber.com/preplist/?JuneJumpstartSummit2025

00:00 Hello and welcome to this training called, ‘Jumpstart Your Visibility with a Simple $2/day Instagram Ad.’ I’m Amber, and I’m excited to dive into this with you. In this session, we're going to cover: why visibility ads are the first thing you should start with if you're going to run ads, how to create simple video ads that build an audience of future buyers, and how to make sure your ads are actually reaching the right people for your offers. You’re in the right place and you’re watching the right session if having an active audience is important to you. So if you're selling to an audience and you're building an audience, this is going to really help you. It's also going to be good for you if you have a personal brand that you’re the face of. And “visibility,” in the context of this session, is talking about you showing up.

00:43 You’re also in the right place if you want to automate your visibility strategy with paid ads. If we haven’t met before, I’m Amber Rose. I’m a marketing strategist and a paid ads manager. I mostly work with coaches, consultants, course creators—people in that kind of space. I’ve been doing ads for a while and I love working with people one-on-one and teaching in trainings just like this. The number one thing I hear from people when I talk to them about ads is this: “I'm just not ready for ads yet. They're for people with massive budgets and fancy funnels.”

01:16 While it is helpful to have things ready to sell if you're going to run paid ads, they aren’t that scary—I promise. They don't have to be expensive, and they don't have to be complicated. So today I want to share with you my super simple visibility ads technique, which is going to get you in front of more people from the moment you publish it. No waiting around for people to convert. You start getting results immediately. And this entire strategy is based on around $60 a month in ad spend, because we're doing $2 a day.

01:45 So, first things first: what is a visibility ad? What am I talking about here? Well, in most traditional ad campaigns, when we think of those, we're pitching something. Even if it's true that you want someone to sign up for a lead magnet, or sign up for your webinar, or buy your thing. And in those types of ads, you are secondary. The whole core piece of the content is the free thing itself or the paid thing itself—you’re making a fuss about that offer. Whereas in visibility ads, you are front and center because we want people to get to know you and recognize you as the face of your brand.

02:23 Why do you want to highlight you so early in this process? Well, even if they don’t buy right away, these people are going to recognize you, your name, and your brand. And that means they’re way more likely to engage with your content and open your emails. Because when one of your emails drops into their inbox, they’re not going to go, “Wait, who is this? How many people’s lists am I on? Do I even recognize this person?” Instead, they’re going to go, “Oh yeah, I know that person.”

02:47 “I saw her on Instagram last week.” And that does so much for your recognition, for your trust, for the connection you have with your audience—but also for open rates and all of those things as well. So let’s compare the two quickly. In pitch ads, you're focusing on engagement. You're focused on getting people to do something as a result of the ad. They're all about quick wins in terms of “Come and get my free thing,” “Do this thing really quickly,” “Nice and easy.” And they’re also there to catch someone’s attention and get them to take action.

03:17 Whereas visibility ads—they're all about showcasing you and how good you are, what you can do. They're all about connecting with people, starting a conversation, and sparking interest in your work. And they’re also really helpful for gauging how interested someone is in a particular topic, which is going to be really helpful for you down the line in terms of knowing what to pitch—and to who. So in traditional pitch ads, we always put a call to action in. And while you can have a call to action in a visibility ad, that’s not really the point of why we’re doing this. Visibility ads’ whole purpose is to build that know, like, and trust factor with people right from the beginning.

03:55 We're not trying to do that over the course of several emails or anything like that, because once you've built that, when people see your other content, they're going to remember you. And that's so important. So how are we going to do this thing? We’re going to create a 90-second video to use as your handshake content and your official introduction to new people. Handshake content is what you would basically like people to see the first time they meet you. What is the first thing you’d love someone to see if it was the first time they were ever exposed to you? And this is perhaps the kind of interesting topic that you might choose if you were pitching to be in a summit.

04:34 This is the sort of thing that you might love to talk about on a podcast episode, because all of those things are content that we usually think about in the context of “I want to get in front of new people, and this is how they’re going to meet me.” And we don’t usually think about that when we’re thinking about selling—we're not really worried about how we’re perceived when we’re trying to pitch a free thing. Whereas we are, in terms of how we show up with our expertise, when we’re thinking about those kinds of content.

05:00 And that’s the same philosophy with these ads. So it’s not about selling something directly. It’s about that introduction to you, who you are, and what you do. And we’re going to use this whole thing to build know, like, and trust factor, which is: Who on earth are you? What do you even stand for? What do you do? And then “like” is: Do I enjoy listening to you? Because let’s be real—there are some people whose voice you just can’t stand, whose whole way of being you just… you just don’t vibe with them.

05:29 And that’s totally okay. But if that’s true, you’re not very likely to go and buy some massive training from them, because then you’ve got to watch them or listen to them for hours on end. So that is definitely something that people think about when they’re buying something—it’s, “Do I want to spend more time with this person?” And finally, we have the trust thing: “Do I believe you even know what you're talking about?” There are loads of people on the internet who do not know what they’re talking about, who are just repurposing things they’ve seen elsewhere, who are in it to try and make some quick money.

05:58 And people are skeptical—more so than ever before—and that’s just going to keep getting worse. So we have to counteract that with being more trustworthy, more ethical, and building deeper, better connections. So your goal when you create this video is going to be creating something short, impactful, that's going to make someone who has literally never met you before think, “Wow, this person really gets it. This was helpful and actually surprisingly refreshing. I want to hear more from them. I want to know what else they have to say.” And this is the kind of content that’s going to lead to that brand recognition, that audience growth, and creating a warm pool of aligned future buyers. Because we’re not pushing to them yet—but that will happen eventually as they see more of your content.

06:42 So what makes a really good visibility ad? We’ve covered what it is, but how do you make a good one? These videos need to be around 90 seconds long. They can be slightly longer. And you might be thinking, “Wow, I’ve been told I need to do like 7-second reels, if not 15—why are we doing 90 seconds? That seems like an age.” Well, that’s because those other reels are designed to grab your attention and get you to take action very quickly. Remember, they’re not about you—they’re about the thing. Whereas these are about you, and they are about your expertise. So we need some time and space for you to actually talk about something interesting.

07:18 And the other reason is because you want to be able to build up an audience of people who are actually interested in what you're doing. And by having a longer video, you can then track who actually takes the time to hang around and watch it. Very few people will get to 100%, and that’s fine. But if they even get to 50%—and sit there and actually watch you and listen to you for 45 seconds—you’re doing way better. You're doing three times better than all those people out there who are just creating 15-second reels that aren’t really connecting with anyone.

07:55 The next thing it needs to do is show you as your most compelling self. I want you to play up your personality. If you’re sassy, show up as that. If you’re irreverent, show up as that. If you’re down to earth or relatable, show up as that. There’s no rule about how you have to show up in order to make this work—only that it is authentic and that it matches how you show up in the rest of your business. There’s no point being one way and attracting people who resonate with that, but then in your courses and in your emails, you're completely different. So keep that all the same. I want you to think about this as the espresso shot version of you—when they get to meet you in that tiny window of video. Coffee is coffee, but there’s an espresso version and a latte version. So even if you’re showing up slightly differently in other places where you have more space and more time, it’s still the same flavour with a bit of a remix. As long as you’re keeping that core central piece the same, you’re good.

08:51 Also, we need to see your face and hear your voice. This has to be a video for connection so people actually have someone to connect with. Talking head styles are perfect for this. We’re not talking about you making completely fancy videos where you’re doing multiple cuts or anything crazy. You don’t have to have B-roll, you don’t have to be walking around in an office or at the beach or in a Ferrari or anything like that.

09:16 Not true. We literally just need your face—and probably your shoulders. Just that crop of you talking to the camera is all you need. Also, no slides. This is a short video, and while we do want it to be educational, we want to see you—and that’s the most important thing. The reason I say this is because I always encourage people to repurpose content they already have, and sometimes their only educational content is content with slides.

09:42 But cutting slides into real videos and having a voiceover doesn’t do the job, because we don’t get that same level of connection as we do with video. For the content part, you’re looking for things like hot takes, bold opinions, controversial perspectives—things that make people not just go, “Yeah, I like this person,” but “Oh, they really get what I’m talking about.” You don’t just hit all the right keywords—they really understand what I’m struggling with. Or “Wow, I’ve never thought about it this way before.”

10:14 That’s all really important because we want people, in the same way as with an espresso shot, to really understand what your perspective is. Everyone has their own perspective. Everyone has their own take. For example, my take on marketing is that I love automating it. I think it does everyone a massive disservice to not be automating your marketing. I’m a big fan of paid ads for automation. So my hot take might be something along the lines of: “You are delaying your success and pushing all of your milestones further into the future by sticking to organic content and refusing to do paid ads.”

10:49 I don’t think it’s a flex when people say they built a 6-figure business without paid ads. I just go, “Well, it would’ve been 7 figures by now.” That would be my hot take—and that’s an example. You probably have an opinion just like it about something related to your niche and your topic.

11:14 The other thing it needs to have is a strong hook. This is basically the only thing it has in common with other reels: having a really catchy opening that is specific, direct, relevant, and curiosity-building. If I opened a video with, “It’s not a flex to say you built your 6-figure business without paid ads—you’d be at 7 by now if you had scaled properly,” that opening hook is a bit of a hot take. It’s direct, it’s specific, and it also builds curiosity. People are going to be like, “Oh my goodness, what is she going to say next?” It’s also really relevant to people who are my ideal clients, in terms of—they’ve probably heard that phrase “6-figure business,” they know what paid ads are. And if I put in a few more keywords—things like “online business” or “creating courses” or “selling digital products”—that’s going to help even more.

11:57 So this is something to spend some time on, because we need to hook people in those first three seconds. It’s your content that’s going to do that. There are other things you could do in terms of making hooks hookier, but your lighting, your captions, your outfit—none of that is as important as what you say in those first few seconds. Don’t feel like, “Well, I don’t have an interesting place to shoot video, therefore I can’t do this,” because you don’t need an interesting place to shoot video—you just have to have an interesting thing to say.

12:26 Use the same kind of hooks you’d use for regular short-form content—like Reels or TikTok—but after that, you’re connecting and you’re educating, not just entertaining. Ideally, as a result of watching this video, we want them to follow you. We want them to want to stay in touch. That’s the only outcome we’re really hoping for from this. Beyond that, you’re just building an audience, building brand recognition, and you want them to see you in other places—which they will, in other ways that you follow up with them. But in terms of a call to action on this ad, we just want them to start following you.

12:58 So, homework from this session—don’t worry, we’re not near the end—but I want you to start thinking about these things because there are things to do in order to get this working for you.

Homework piece number one is going to be to research some ideas. I want you to literally go through Instagram and see what Reels grab your attention—what makes you want to watch more. And the reason I'm saying Instagram is because we're specifically talking about that as an ad platform. So don’t go and see what works on TikTok to look for ideas for running ads on Instagram. You want to stick with what’s working on that platform, because the whole vibe is slightly different.

13:31 So go through, find some inspiration, and look for things that make you carry on watching. And if you can’t find anything easily when you’re just scrolling—because sometimes the news feed just doesn’t deal up what you’re looking for—go look at the people you already follow and see what content they have. Sometimes just looking around at people in your own industry will give you some ideas.

Now remember, when you’re looking—not all Reels are handshake Reels. If they’re faceless with voiceover, if they’re mostly B-roll, or they’re showcasing products, that’s not what you want. You want to be building that connection with people—and that’s the focus. So it’s got to be educational.

14:06 Homework piece number two: I want you to actually create some of this content for yourself. Another thing I hear often when I talk about strategy is, “Oh Amber, do I really need to create new videos? I’m swamped as it is.” Well—maybe, maybe not.

You can absolutely repurpose content that you already have—as long as it fits the criteria that we’re looking for here. And there are lots of ways you can look for content that you already have lying around that would make great visibility ads.

14:34 You can look for things like Zoom call recordings. I have a whole bunch of Zoom recordings from past summit interviews I’ve done, including ones where I’ve been the host and I’ve been chatting back and forth with a guest and I’ve said something that I thought, “You know what? That would make a good clip.”

You can find great things in there. Old webinars that you still have access to—as long as you have a section with your own video. Podcast clips—so long as you were filming on video, even if that didn’t end up in the final podcast. Previous Facebook Lives you did. Anywhere where you’re talking to the camera would probably be a good place to look for something you could repurpose.

15:07 You can even repurpose non-video content, but then film it—like Instagram captions that you wrote that did well, posts on Facebook that got a really good response, posts in Facebook groups that got a great response, mini rants that you put in an email newsletter, great sections from a sales page where you’re talking about your unique point of view or perspective—just anything that sparked good engagement and connection.

Those were basically good hooks and great content, so keep an eye out for those and keep saving them for future visibility videos. Once you’ve got it in your mind that you’re going to be repurposing content, it makes it so much easier to do in the future, because you already have that lens that you look at all your content through. When something starts to look good, you’ll be like, “Ah, that’s going to be great for a future ad,” and so you save it as you go.

15:56 Having a system where you start spotting moments and saving them will make your future life so much easier.

Homework piece number three is going to be that you’ve actually published your ad. Now, today’s session is not a tutorial on how to run Facebook ads—but here’s something I do want to cover. Because when you do go to set up your ads, there’s one really important thing that you’re going to have to choose—and that is who you’re going to target.

16:27 Targeting is how you make sure that you're getting visible in front of the right people—because as with anything you do in business, it’s only worthwhile if it’s getting you in front of people who are a great fit for what you offer.

If you’re getting interviewed on podcasts where your ideal clients aren’t in the audience, that was a waste of time. If you're speaking at summits where the general audience isn’t your ideal client, that was a waste of time. And the same goes for this. So when you set up your visibility ads, don’t send them out to just anyone. They have to be going out to people who are ideal future clients for you.

16:53 So here are some things to consider when you’re choosing the targeting for your ad campaigns—and this applies to any ad campaign you run. Whenever you run ads to cold audiences, use these tips.

Number one: start with the number one thing that has to be true for someone to be in your target audience. These are your primary interests. For me, the one thing that has to be true is that they’re an online business owner. That’s who I teach, that’s who I talk to—it has to be that. So that’s where I’m going to start. First of all, build a whole audience of online business owners by using targeting interests.

17:28 Then I’m going to add another layer, because there’s a little button there when you set this up called “Define Further.” That means I’m saying the first part has to be true and the second part has to be true—in order for someone to be a good fit.

So if you’re a business coach for health coaches, you might also want your audience to be interested in health and wellness, as well as having a business.

17:47 So think about that—what layers of things have to be true for your audience in order for all of this to work well. You can name them in all sorts of interesting ways, but if you have a bunch of interests that fit your primary audience, keep them similar. For example, “creative entrepreneurship” and “digital marketing” would go in the same group. But things like “ClickFunnels” and “Dubsado” should go in a separate group. I like to group things together.

So then, when you come to your “Define Further” and add your secondary interests, you’re giving Facebook so much more information on where to go to find your people—because they have double the amount of context about who you’re looking for.

18:24 So let’s recap what we covered in this summit session. We talked about why you need to be getting more visible—in terms of, you need to be reaching more people, you need to be getting out there and attracting people who will be future buyers for you. And ideally, you want to be automating that to make your life easier. We’re going to use simple ads to get you more visible—and that’s going to be the visibility ad we talked about today.

We talked about what content to use, which is your educational visibility content. We’re not going to be using cute Reels or entertaining things—that’s not the point of this. We’re going to really educate and wow people. We talked about some ways that you can repurpose content—especially if you start looking out for repurposing opportunities as you go. And we also talked a little bit about layering your targeting to make sure you’re finding the right people with your visibility ads.

19:13 That’s super important. So when you go to do this yourself, I hope you have an amazing time playing around with your content and finding cool things to say. And I also hope you approach it like a fun business experiment—because most things in business, I find, are more fun if you approach them with the idea of, “Let’s just see what happens.”

And the great thing about ads in particular is that they’re perfect for that approach. Because when you go into it, you’re testing everything. You can split-test your topics, you can try different audiences, you can try everything. So if you find that you’ve created a video that you’re super proud of but it’s just not landing—try different audiences before you decide it wasn’t a good video.

19:54 And if you think you’ve found the perfect audience but the video just isn’t doing well—try a new video. Keep going. Keep trying new things. Because I promise, it’s one of those things where it’s not a matter of if it will work—it’s a matter of when.

So keep going, keep trying new things in your business. I’m sure you’ll find some great topics around this session as well, and I hope you have a great time trying this out in your business. Thank you for being here today, and I hope you got a lot out of the session.

00:00 Hello and welcome to this training called, ‘Jumpstart Your Visibility with a Simple $2/day Instagram Ad.’ I’m Amber, and I’m excited to dive into this with you. In this session, we're going to cover: why visibility ads are the first thing you should start with if you're going to run ads, how to create simple video ads that build an audience of future buyers, and how to make sure your ads are actually reaching the right people for your offers. You’re in the right place and you’re watching the right session if having an active audience is important to you. So if you're selling to an audience and you're building an audience, this is going to really help you. It's also going to be good for you if you have a personal brand that you’re the face of. And “visibility,” in the context of this session, is talking about you showing up.

00:43 You’re also in the right place if you want to automate your visibility strategy with paid ads. If we haven’t met before, I’m Amber Rose. I’m a marketing strategist and a paid ads manager. I mostly work with coaches, consultants, course creators—people in that kind of space. I’ve been doing ads for a while and I love working with people one-on-one and teaching in trainings just like this. The number one thing I hear from people when I talk to them about ads is this: “I'm just not ready for ads yet. They're for people with massive budgets and fancy funnels.”

01:16 While it is helpful to have things ready to sell if you're going to run paid ads, they aren’t that scary—I promise. They don't have to be expensive, and they don't have to be complicated. So today I want to share with you my super simple visibility ads technique, which is going to get you in front of more people from the moment you publish it. No waiting around for people to convert. You start getting results immediately. And this entire strategy is based on around $60 a month in ad spend, because we're doing $2 a day.

01:45 So, first things first: what is a visibility ad? What am I talking about here? Well, in most traditional ad campaigns, when we think of those, we're pitching something. Even if it's true that you want someone to sign up for a lead magnet, or sign up for your webinar, or buy your thing. And in those types of ads, you are secondary. The whole core piece of the content is the free thing itself or the paid thing itself—you’re making a fuss about that offer. Whereas in visibility ads, you are front and center because we want people to get to know you and recognize you as the face of your brand.

02:23 Why do you want to highlight you so early in this process? Well, even if they don’t buy right away, these people are going to recognize you, your name, and your brand. And that means they’re way more likely to engage with your content and open your emails. Because when one of your emails drops into their inbox, they’re not going to go, “Wait, who is this? How many people’s lists am I on? Do I even recognize this person?” Instead, they’re going to go, “Oh yeah, I know that person.”

02:47 “I saw her on Instagram last week.” And that does so much for your recognition, for your trust, for the connection you have with your audience—but also for open rates and all of those things as well. So let’s compare the two quickly. In pitch ads, you're focusing on engagement. You're focused on getting people to do something as a result of the ad. They're all about quick wins in terms of “Come and get my free thing,” “Do this thing really quickly,” “Nice and easy.” And they’re also there to catch someone’s attention and get them to take action.

03:17 Whereas visibility ads—they're all about showcasing you and how good you are, what you can do. They're all about connecting with people, starting a conversation, and sparking interest in your work. And they’re also really helpful for gauging how interested someone is in a particular topic, which is going to be really helpful for you down the line in terms of knowing what to pitch—and to who. So in traditional pitch ads, we always put a call to action in. And while you can have a call to action in a visibility ad, that’s not really the point of why we’re doing this. Visibility ads’ whole purpose is to build that know, like, and trust factor with people right from the beginning.

03:55 We're not trying to do that over the course of several emails or anything like that, because once you've built that, when people see your other content, they're going to remember you. And that's so important. So how are we going to do this thing? We’re going to create a 90-second video to use as your handshake content and your official introduction to new people. Handshake content is what you would basically like people to see the first time they meet you. What is the first thing you’d love someone to see if it was the first time they were ever exposed to you? And this is perhaps the kind of interesting topic that you might choose if you were pitching to be in a summit.

04:34 This is the sort of thing that you might love to talk about on a podcast episode, because all of those things are content that we usually think about in the context of “I want to get in front of new people, and this is how they’re going to meet me.” And we don’t usually think about that when we’re thinking about selling—we're not really worried about how we’re perceived when we’re trying to pitch a free thing. Whereas we are, in terms of how we show up with our expertise, when we’re thinking about those kinds of content.

05:00 And that’s the same philosophy with these ads. So it’s not about selling something directly. It’s about that introduction to you, who you are, and what you do. And we’re going to use this whole thing to build know, like, and trust factor, which is: Who on earth are you? What do you even stand for? What do you do? And then “like” is: Do I enjoy listening to you? Because let’s be real—there are some people whose voice you just can’t stand, whose whole way of being you just… you just don’t vibe with them.

05:29 And that’s totally okay. But if that’s true, you’re not very likely to go and buy some massive training from them, because then you’ve got to watch them or listen to them for hours on end. So that is definitely something that people think about when they’re buying something—it’s, “Do I want to spend more time with this person?” And finally, we have the trust thing: “Do I believe you even know what you're talking about?” There are loads of people on the internet who do not know what they’re talking about, who are just repurposing things they’ve seen elsewhere, who are in it to try and make some quick money.

05:58 And people are skeptical—more so than ever before—and that’s just going to keep getting worse. So we have to counteract that with being more trustworthy, more ethical, and building deeper, better connections. So your goal when you create this video is going to be creating something short, impactful, that's going to make someone who has literally never met you before think, “Wow, this person really gets it. This was helpful and actually surprisingly refreshing. I want to hear more from them. I want to know what else they have to say.” And this is the kind of content that’s going to lead to that brand recognition, that audience growth, and creating a warm pool of aligned future buyers. Because we’re not pushing to them yet—but that will happen eventually as they see more of your content.

06:42 So what makes a really good visibility ad? We’ve covered what it is, but how do you make a good one? These videos need to be around 90 seconds long. They can be slightly longer. And you might be thinking, “Wow, I’ve been told I need to do like 7-second reels, if not 15—why are we doing 90 seconds? That seems like an age.” Well, that’s because those other reels are designed to grab your attention and get you to take action very quickly. Remember, they’re not about you—they’re about the thing. Whereas these are about you, and they are about your expertise. So we need some time and space for you to actually talk about something interesting.

07:18 And the other reason is because you want to be able to build up an audience of people who are actually interested in what you're doing. And by having a longer video, you can then track who actually takes the time to hang around and watch it. Very few people will get to 100%, and that’s fine. But if they even get to 50%—and sit there and actually watch you and listen to you for 45 seconds—you’re doing way better. You're doing three times better than all those people out there who are just creating 15-second reels that aren’t really connecting with anyone.

07:55 The next thing it needs to do is show you as your most compelling self. I want you to play up your personality. If you’re sassy, show up as that. If you’re irreverent, show up as that. If you’re down to earth or relatable, show up as that. There’s no rule about how you have to show up in order to make this work—only that it is authentic and that it matches how you show up in the rest of your business. There’s no point being one way and attracting people who resonate with that, but then in your courses and in your emails, you're completely different. So keep that all the same. I want you to think about this as the espresso shot version of you—when they get to meet you in that tiny window of video. Coffee is coffee, but there’s an espresso version and a latte version. So even if you’re showing up slightly differently in other places where you have more space and more time, it’s still the same flavour with a bit of a remix. As long as you’re keeping that core central piece the same, you’re good.

08:51 Also, we need to see your face and hear your voice. This has to be a video for connection so people actually have someone to connect with. Talking head styles are perfect for this. We’re not talking about you making completely fancy videos where you’re doing multiple cuts or anything crazy. You don’t have to have B-roll, you don’t have to be walking around in an office or at the beach or in a Ferrari or anything like that.

09:16 Not true. We literally just need your face—and probably your shoulders. Just that crop of you talking to the camera is all you need. Also, no slides. This is a short video, and while we do want it to be educational, we want to see you—and that’s the most important thing. The reason I say this is because I always encourage people to repurpose content they already have, and sometimes their only educational content is content with slides.

09:42 But cutting slides into real videos and having a voiceover doesn’t do the job, because we don’t get that same level of connection as we do with video. For the content part, you’re looking for things like hot takes, bold opinions, controversial perspectives—things that make people not just go, “Yeah, I like this person,” but “Oh, they really get what I’m talking about.” You don’t just hit all the right keywords—they really understand what I’m struggling with. Or “Wow, I’ve never thought about it this way before.”

10:14 That’s all really important because we want people, in the same way as with an espresso shot, to really understand what your perspective is. Everyone has their own perspective. Everyone has their own take. For example, my take on marketing is that I love automating it. I think it does everyone a massive disservice to not be automating your marketing. I’m a big fan of paid ads for automation. So my hot take might be something along the lines of: “You are delaying your success and pushing all of your milestones further into the future by sticking to organic content and refusing to do paid ads.”

10:49 I don’t think it’s a flex when people say they built a 6-figure business without paid ads. I just go, “Well, it would’ve been 7 figures by now.” That would be my hot take—and that’s an example. You probably have an opinion just like it about something related to your niche and your topic.

11:14 The other thing it needs to have is a strong hook. This is basically the only thing it has in common with other reels: having a really catchy opening that is specific, direct, relevant, and curiosity-building. If I opened a video with, “It’s not a flex to say you built your 6-figure business without paid ads—you’d be at 7 by now if you had scaled properly,” that opening hook is a bit of a hot take. It’s direct, it’s specific, and it also builds curiosity. People are going to be like, “Oh my goodness, what is she going to say next?” It’s also really relevant to people who are my ideal clients, in terms of—they’ve probably heard that phrase “6-figure business,” they know what paid ads are. And if I put in a few more keywords—things like “online business” or “creating courses” or “selling digital products”—that’s going to help even more.

11:57 So this is something to spend some time on, because we need to hook people in those first three seconds. It’s your content that’s going to do that. There are other things you could do in terms of making hooks hookier, but your lighting, your captions, your outfit—none of that is as important as what you say in those first few seconds. Don’t feel like, “Well, I don’t have an interesting place to shoot video, therefore I can’t do this,” because you don’t need an interesting place to shoot video—you just have to have an interesting thing to say.

12:26 Use the same kind of hooks you’d use for regular short-form content—like Reels or TikTok—but after that, you’re connecting and you’re educating, not just entertaining. Ideally, as a result of watching this video, we want them to follow you. We want them to want to stay in touch. That’s the only outcome we’re really hoping for from this. Beyond that, you’re just building an audience, building brand recognition, and you want them to see you in other places—which they will, in other ways that you follow up with them. But in terms of a call to action on this ad, we just want them to start following you.

12:58 So, homework from this session—don’t worry, we’re not near the end—but I want you to start thinking about these things because there are things to do in order to get this working for you.

Homework piece number one is going to be to research some ideas. I want you to literally go through Instagram and see what Reels grab your attention—what makes you want to watch more. And the reason I'm saying Instagram is because we're specifically talking about that as an ad platform. So don’t go and see what works on TikTok to look for ideas for running ads on Instagram. You want to stick with what’s working on that platform, because the whole vibe is slightly different.

13:31 So go through, find some inspiration, and look for things that make you carry on watching. And if you can’t find anything easily when you’re just scrolling—because sometimes the news feed just doesn’t deal up what you’re looking for—go look at the people you already follow and see what content they have. Sometimes just looking around at people in your own industry will give you some ideas.

Now remember, when you’re looking—not all Reels are handshake Reels. If they’re faceless with voiceover, if they’re mostly B-roll, or they’re showcasing products, that’s not what you want. You want to be building that connection with people—and that’s the focus. So it’s got to be educational.

14:06 Homework piece number two: I want you to actually create some of this content for yourself. Another thing I hear often when I talk about strategy is, “Oh Amber, do I really need to create new videos? I’m swamped as it is.” Well—maybe, maybe not.

You can absolutely repurpose content that you already have—as long as it fits the criteria that we’re looking for here. And there are lots of ways you can look for content that you already have lying around that would make great visibility ads.

14:34 You can look for things like Zoom call recordings. I have a whole bunch of Zoom recordings from past summit interviews I’ve done, including ones where I’ve been the host and I’ve been chatting back and forth with a guest and I’ve said something that I thought, “You know what? That would make a good clip.”

You can find great things in there. Old webinars that you still have access to—as long as you have a section with your own video. Podcast clips—so long as you were filming on video, even if that didn’t end up in the final podcast. Previous Facebook Lives you did. Anywhere where you’re talking to the camera would probably be a good place to look for something you could repurpose.

15:07 You can even repurpose non-video content, but then film it—like Instagram captions that you wrote that did well, posts on Facebook that got a really good response, posts in Facebook groups that got a great response, mini rants that you put in an email newsletter, great sections from a sales page where you’re talking about your unique point of view or perspective—just anything that sparked good engagement and connection.

Those were basically good hooks and great content, so keep an eye out for those and keep saving them for future visibility videos. Once you’ve got it in your mind that you’re going to be repurposing content, it makes it so much easier to do in the future, because you already have that lens that you look at all your content through. When something starts to look good, you’ll be like, “Ah, that’s going to be great for a future ad,” and so you save it as you go.

15:56 Having a system where you start spotting moments and saving them will make your future life so much easier.

Homework piece number three is going to be that you’ve actually published your ad. Now, today’s session is not a tutorial on how to run Facebook ads—but here’s something I do want to cover. Because when you do go to set up your ads, there’s one really important thing that you’re going to have to choose—and that is who you’re going to target.

16:27 Targeting is how you make sure that you're getting visible in front of the right people—because as with anything you do in business, it’s only worthwhile if it’s getting you in front of people who are a great fit for what you offer.

If you’re getting interviewed on podcasts where your ideal clients aren’t in the audience, that was a waste of time. If you're speaking at summits where the general audience isn’t your ideal client, that was a waste of time. And the same goes for this. So when you set up your visibility ads, don’t send them out to just anyone. They have to be going out to people who are ideal future clients for you.

16:53 So here are some things to consider when you’re choosing the targeting for your ad campaigns—and this applies to any ad campaign you run. Whenever you run ads to cold audiences, use these tips.

Number one: start with the number one thing that has to be true for someone to be in your target audience. These are your primary interests. For me, the one thing that has to be true is that they’re an online business owner. That’s who I teach, that’s who I talk to—it has to be that. So that’s where I’m going to start. First of all, build a whole audience of online business owners by using targeting interests.

17:28 Then I’m going to add another layer, because there’s a little button there when you set this up called “Define Further.” That means I’m saying the first part has to be true and the second part has to be true—in order for someone to be a good fit.

So if you’re a business coach for health coaches, you might also want your audience to be interested in health and wellness, as well as having a business.

17:47 So think about that—what layers of things have to be true for your audience in order for all of this to work well. You can name them in all sorts of interesting ways, but if you have a bunch of interests that fit your primary audience, keep them similar. For example, “creative entrepreneurship” and “digital marketing” would go in the same group. But things like “ClickFunnels” and “Dubsado” should go in a separate group. I like to group things together.

So then, when you come to your “Define Further” and add your secondary interests, you’re giving Facebook so much more information on where to go to find your people—because they have double the amount of context about who you’re looking for.

18:24 So let’s recap what we covered in this summit session. We talked about why you need to be getting more visible—in terms of, you need to be reaching more people, you need to be getting out there and attracting people who will be future buyers for you. And ideally, you want to be automating that to make your life easier. We’re going to use simple ads to get you more visible—and that’s going to be the visibility ad we talked about today.

We talked about what content to use, which is your educational visibility content. We’re not going to be using cute Reels or entertaining things—that’s not the point of this. We’re going to really educate and wow people. We talked about some ways that you can repurpose content—especially if you start looking out for repurposing opportunities as you go. And we also talked a little bit about layering your targeting to make sure you’re finding the right people with your visibility ads.

19:13 That’s super important. So when you go to do this yourself, I hope you have an amazing time playing around with your content and finding cool things to say. And I also hope you approach it like a fun business experiment—because most things in business, I find, are more fun if you approach them with the idea of, “Let’s just see what happens.”

And the great thing about ads in particular is that they’re perfect for that approach. Because when you go into it, you’re testing everything. You can split-test your topics, you can try different audiences, you can try everything. So if you find that you’ve created a video that you’re super proud of but it’s just not landing—try different audiences before you decide it wasn’t a good video.

19:54 And if you think you’ve found the perfect audience but the video just isn’t doing well—try a new video. Keep going. Keep trying new things. Because I promise, it’s one of those things where it’s not a matter of if it will work—it’s a matter of when.

So keep going, keep trying new things in your business. I’m sure you’ll find some great topics around this session as well, and I hope you have a great time trying this out in your business. Thank you for being here today, and I hope you got a lot out of the session.