# Turning creator footage into video ads | Crank OS Source: https://wearecrank.com/insights/crank-os/video-ads-from-creator-footage How to turn creator footage into video ads that hold attention: a strong opening, captions, the right shape for each placement, and versions ready to swap in. --- [![Crank - Providing your levers for growth](/images/crank-logo-full.png)![](/images/crank-icon.png)](/) [Book a live demo](/contact?enquiry=live-demo)[Chat now](https://wa.me/447457416922?text=Help%20my%20business) Guide · Video ads # Video ads cut from creator footage **Crank** Updated 28 October 2026 · 3 minute read The short answer Creator footage rarely works as an ad until it is edited into one. The edit that matters most is the opening: if the first seconds give no reason to stay, people scroll on. Cut several different openings from the same footage, add captions because much phone video is watched on mute, and make a version for each shape of placement. Then keep a few versions ready, because every ad tires. ## Why raw footage is not an ad A creator's video is made to be watched once, in full, by someone who chose to press play. An ad is watched by someone who was scrolling. Four slips cost spend before anyone notices. ### A slow opening If the first seconds give no reason to stay, people scroll on. The opening needs the most interesting moment, not the warm-up. ### Sound off, no captions Much of the video watched on a phone is watched on mute. Without captions, those viewers get nothing. ### One shape for every placement A wide video squeezed into a tall slot is cropped or boxed in, and the subject can vanish. Each placement needs its own version. ### Nothing ready to swap in When an ad tires and nothing is ready, the choice is to keep spending on a tired ad or to stop. See the guide on [creative fatigue in Meta ads](/insights/crank-os/creative-fatigue-meta-ads). ## What a good edit does * Finds the strongest moment in the footage and puts it first. * Cuts dead air, repeated phrases and slow lead-ins. * Adds captions timed to the speech, in your brand's style. * Ends with a clear next step, such as a title or end card. * Is exported in the shapes the placements need: tall (9:16), four by five (4:5) and square (1:1). If you cut your own, look at the finished video on a phone with the sound off. If it still makes sense, the edit is doing its job. ## Make several versions from one piece of footage One good clip can become several ads. Different openings reach different people, and a spare version is what you swap in when the first one tires. ### Different openings Cut three or four different first few seconds from the same footage. The rest of the video can stay the same. ### Different lengths A short cut and a longer one let you see which holds attention for your product. ### Different shapes A tall cut for Stories and Reels, and a four by five or square cut for feeds. Change one thing at a time between versions, so that when one wins you know why. When you cut for full-screen placements, keep captions and faces inside the safe areas, which the guide to [image ad sizes](/insights/crank-os/image-ad-sizes-meta-google) explains. ## Doing it yourself, or having it done If you have footage, an editor and the time, you can do all of this in-house. If you do not, video ad edits are part of the Content plan in Crank OS: creator or supplied footage cut into ads with a hook, captions, titles, music and an end card, with several hooks from one piece of footage, delivered in 9:16, 4:5 and 1:1. Every video is checked against your brand, scored, and sent to you in Review to approve or comment on before it goes anywhere. Content is from £6,250 a month and also covers image ads and a brand film. See [ad production](/crank-os/ad-production) and [pricing](/crank-os/pricing). ## Questions ### How many versions should I make from one clip? There is no fixed number. Start with a few different openings so you can see which holds attention, and keep one or two spare to swap in when an ad tires. ### Do I need captions? Yes. Much of the video watched on a phone is watched on mute, so every video should carry captions. ### Can you work from footage we already have? Yes. In Crank OS, creator or supplied footage is cut into ads, and you sign each one off before it goes anywhere. ### Does Crank OS run the ads? No. Crank OS makes the ads and can build the campaigns paused. Your media team switches them on and runs them. Crank OS never buys your media. ## Read next [PageAd production](/crank-os/ad-production) [PageCreative dashboard](/crank-os/dashboards/creative) [GuideCreative fatigue in Meta ads](/insights/crank-os/creative-fatigue-meta-ads) ## Got footage that is not working as ads yet? Book a live demo with the Crank team, and bring a clip. [Book a live demo](/contact?enquiry=live-demo)[Message us on WhatsApp](https://wa.me/447457416922?text=I%27d%20like%20a%20live%20demo%20of%20Crank%20OS)