How to Use Video in Martial Arts Ads to Skyrocket Trust and Enrollment

If you’re running a martial arts school, you’ve probably noticed that attention spans are shorter, competition is louder, and trust is harder to earn.

I've read some where on the net - (we know how truthful that can be) that we now have less than the attention span of an ant. 

Wow. 

So how do you stand out and get more parents or adults to choose your school over the dozen others around?

Video.

(shameless plug - we put together 2 epic programs to walk you through our process for Facebook Meta Ads here - and for TikTok, IG, and FB Reels here. ) 

It’s not just flashy content.

It’s a trust accelerator, and when done right, it can multiply your enrollment results. It really gives you a view into your culture. Your community, programs and the overall feel of your business - before they get there. 

Let’s break down why and how to use video in your martial arts ads to build trust, showcase value, and turn scroll-stoppers into students.

Why Video Works (Especially in Martial Arts)

• Video shows proof. A smiling kid in uniform or an adult hitting pads tells a more powerful story than any written copy ever could. And it is better than you telling it. 

• It builds familiarity. When prospects see your face or hear your voice, they start to feel like they know you—even before they walk through the door. Especially eyes - humans - communicate through eyes as much as their mouth. 

• It triggers emotion. Excitement, confidence, discipline, fun—these are feelings your ideal clients want. Video conveys them better than any flier or Facebook post. Emotion is what sells. People do not buy logically - they buy emotionally. 

• It’s favored by algorithms. Meta (Facebook & Instagram) gives more reach to video than static images or plain text. Video crushes for us when we use them as content or run them as ads. And it does great when we use them on landing pages to tell a story. 

The 4 Types of Videos That Drive Enrollments

1. Testimonial Videos (Parents or Students)

Nothing beats real people talking about their transformation. Get as much footage as possible of people talking about their results or their families transformations with you. 

• Parent: “My son was shy, now he’s leading at school.”

• Adult: “Muay Thai gave me confidence I haven’t had in 10 years.”

Tip: Keep it under 60 seconds (now 15-30 seconds is prob best), and include the student’s age, the challenge they faced, and the result they got.

2. Instructor Introduction Video

Let them meet you before they meet you.

• Smile. Speak confidently. Speak from your chest not your nose. 

• Tell them who you help. 

• Share your values in 30 seconds. 

Example Script:

“Hi, I’m Coach Alex. At Phoenix Martial Arts, we help kids grow confidence, focus, and discipline through martial arts—and we make sure they have a blast doing it.”

This builds trust instantly. Weave it with some action footage someone takes of you and students together. 

3. Program Explainer Video

Show clips of your classes, then overlay them with voiceover or text explaining what’s included. (kudos points for adding music - and some action footage over that as well) 

• What’s a trial like?

• What ages is it for?

• What should they expect?

Tip: Include a simple call to action at the end like,

“Tap Learn More to claim your free trial class.”

4. Behind-the-Scenes / Class Clips

Short videos from a real class, a belt ceremony, or a fun sparring moment build authenticity. Music is another energy multiplier. 

• Don’t over-edit. Real is better than perfect.

• Use captions or a 3-second headline to hook people in.

How to Use These Videos in Your Ads

1. Hook Them in the First 3 Seconds

   Use motion, emotion, or a bold headline to stop the scroll. We love to use motion since most of the videos start off without sound. 

2. Use Captions (Always!)

   85% of Facebook/Instagram users watch videos without sound. Capcut, or any video editor does them very well in 2025. 

3. Target Specific Audiences

   • Parents of kids ages 4–12 within 5–10 miles of your dojo

   • Adults ages 25–45 for fitness kickboxing or self-defense

   • Try separate genders for targeting 

    

4. Send Them to the Right Page

   Your video should link to a landing page with one action:

   “Claim Your Free Week” or “Schedule Your First Class”
   

   Side note - Landing pages and websites will make or break your entire campaign. If they are not set up to convert - they fail the marketing flow.
   
   Every part of your marketing chain has to be strong or it falls apart. 

Pro Tip: Combine Video with Direct Mail

At Dojo Muscle, we’ve seen the magic combo of:

• Video Ads +

• EDDM Postcards with a QR Code →

• Leads landing on a page with your video ad embedded

This multiplies trust and gives your audience multiple ways to see you, hear you, and believe in you.

Plus when you do it right - the moment someone scans a QR code - they are essentially marketed too for up to 90 days, so it's not just a one time thing. It keeps circulating. It's a spider web of connectivity and engagement that often lasts far longer than just 1 engagement. 

Video isn’t just about looking cool. It’s about connecting, educating, and building trust at scale. And in a business like martial arts, where trust leads to enrollments, that’s everything.

If you’re not using video in your ads yet—you’re invisible to the modern buyer. If want to test out - epic story driven ads that we professionally created - to use for Meta Facebook ads- check out our Dojo Videos here.