Industry
Wellness video ads: real customers telling their own story
The wellness video ads that work best show a real customer describing their own experience in their own words. Specific details, like the time they woke up each night or a habit they changed, make it easier to believe.
In short
- The best wellness video ads show a real customer describing their own experience, filmed on their own phone.
- Customer stories are easier to believe when they are specific, like the time they woke up each night and the habit they changed.
- Meta rejects lines that suggest the viewer has a health condition, like "Do you have diabetes?"
- In the US, if most customers will not get the result someone describes, the ad must say what people usually get.
- Cutroom turns a phone video of someone talking into a finished, captioned vertical ad. Your first video is free.
What makes a good wellness video ad
A good wellness ad sounds like a person telling a friend what changed. These are the parts it needs.
- A real customer or practitioner on camera, in the room where they usually sit.
- A specific time, like "I woke up at 3am every night for about a year".
- A habit that changed, like "I stopped taking my laptop to bed", rather than a feeling that improved.
- Small details from their own life, like where they sat or what they did instead of scrolling.
- Their own words, rather than a summary like "improved sleep quality".
- Captions, because many people watch ads with the sound off.
Wellness video ad ideas
Each customer has a different story, so each one can be a different ad.
- Film several customers, not just one. In Motion's study of 550,000+ Meta ads, only 5 to 8% of ads became winners, roughly one in every 13 to 20 ads.
Five wellness ads you can film
| Ad | What they talk about |
|---|---|
| What changed in my week | One habit that changed, with the time and the place |
| It took a while | "It took six weeks and I nearly stopped", and why they kept going |
| What a session is like | A practitioner explaining what happens, step by step |
| Who it is for | One kind of customer, like a shift worker or a new parent |
| A new class or opening times | A short announcement, which an AI presenter can read |
Ad: What changed in my week
- What they talk about
- One habit that changed, with the time and the place
Ad: It took a while
- What they talk about
- "It took six weeks and I nearly stopped", and why they kept going
Ad: What a session is like
- What they talk about
- A practitioner explaining what happens, step by step
Ad: Who it is for
- What they talk about
- One kind of customer, like a shift worker or a new parent
Ad: A new class or opening times
- What they talk about
- A short announcement, which an AI presenter can read
This is the whole editor
Highlight a phrase and a clip lands on those exact words. No timeline, no keyframes, no layers.
Wellness ad rules
Wellness ads fall under Meta's health rules, and US advertising law covers testimonials. This is not legal advice, so have your counsel check any claim about results.
- Meta rejects lines that suggest the viewer has a health condition, like "Do you have diabetes?" A person describing their own experience does not do that.
- Meta does not allow claims to cure incurable diseases, or health claims in sensational, exaggerated language.
- On Meta, ads for health supplements and weight-loss products must target people 18 and over.
- In the US, the FTC treats a customer's result in your ad as your claim. If most people will not get that result, the ad must say what people generally get.
- If the customer got something for the video, such as a free product, a discount or payment, the ad must say so.
- Let the customer talk about themselves ("I slept badly for a year"), never about the viewer ("Can't sleep?").
How to film a wellness video ad
Ask the customer to film themselves on their phone, in the room they usually sit in.
- Ask them to describe one specific week, rather than read a script.
- A kitchen table in daylight is enough. A polished set can make the story feel less real.
- Let them talk. The best sentence is often in the middle, and you can cut the rest.
Filming a wellness ad
Ask a customer
For example, one who wrote back to say it helped
They film on their phone
Front camera, up to 3 minutes, no script
Get written permission
To use the video in ads
Edit and add captions
Vertical, for Reels, TikTok and Shorts
Making the ad in Cutroom
Cutroom does the editing. You upload the customer's video, up to 3 minutes. A finished vertical ad comes back in about a minute.
- Cutroom adds captions timed to the voice and drafts a headline for the opening. On Punch and Native it also shortens the pauses.
- If the best sentence is two minutes in, trim the clip so it starts there before you upload, or film again and open with it.
- Upload clips of your studio, product or sessions once. Pick the words they belong to, and the clip plays over exactly those words.
- Where you have no clip of your own, Cutroom adds free stock clips, such as morning walks, kitchens and quiet rooms.
- Your clips never take over the ad. The customer stays on screen for about half the video or more.
- Cutroom does not check claims, so have them checked before you post the ad.
What a finished ad looks like
A headline at the top, a clip in a small tilted frame while the person keeps talking, and captions on screen.
What a wellness video ad costs
In Cutroom, a 30-second ad costs 110 credits: 100 to edit it and 10 to export it.
- Twenty ads, one per customer story, cost 2,200 credits, which fits in one month of Basic.
- You pay Meta or TikTok separately to show the ad.
Cutroom plans
| Plan | Price | Credits | 30-second ads |
|---|---|---|---|
| Free | $0, no card | 600, for one video | 1, made within 7 days, with a watermark |
| Lite | $19.99 a month | 1,250 | About 11, no watermark |
| Basic | $39.99 a month | 2,500 | About 22, plus AI presenters and music |
| Premium | $79.99 a month | 5,000 | About 45 |
| Top-up | $39.99 once | 2,500 | About 22 more |
Plan: Free
- Price
- $0, no card
- Credits
- 600, for one video
- 30-second ads
- 1, made within 7 days, with a watermark
Plan: Lite
- Price
- $19.99 a month
- Credits
- 1,250
- 30-second ads
- About 11, no watermark
Plan: Basic
- Price
- $39.99 a month
- Credits
- 2,500
- 30-second ads
- About 22, plus AI presenters and music
Plan: Premium
- Price
- $79.99 a month
- Credits
- 5,000
- 30-second ads
- About 45
Plan: Top-up
- Price
- $39.99 once
- Credits
- 2,500
- 30-second ads
- About 22 more
Questions people ask
- What makes a wellness testimonial believable?
- Specific details from their own life, like the time they woke up each night and the habit they changed. "I woke up at 3am every night for a year" is easier to believe than "improved sleep quality".
- How do I ask a customer to record a video testimonial?
- Ask for up to three minutes on their phone's front camera, in the room they usually sit in, with no script. Get their written permission to use it in ads. If you give them anything in return, such as a free product, the ad must say so.
- Can I use an AI presenter for wellness ads?
- Yes, for announcements like a new class or new opening times, at 350 credits a minute on Basic and up. Not for a testimonial, because an AI presenter has no experience of its own.
- Can a wellness ad make health claims?
- Only claims you can back up, and never that it cures a disease. On Meta, the ad also cannot suggest the viewer has a health condition. Have your counsel check the wording.
- Does Cutroom check my wellness claims?
- No. Cutroom does not review wording. If your lawyer or Meta's ad review rejects a line later, film that take again without it, because Cutroom keeps the lines you say.
- How much does it cost to make a wellness video ad?
- In Cutroom, 110 credits for a 30-second ad. Basic is $39.99 a month for 2,500 credits, about 22 ads. Your first video is free, with no card.
Ask one customer to tell their story on their phone camera, and get a finished ad back. Your first video is free.