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Is it enough to simply “make more video”? As usual, it’s not quite that straightforward. The key is to look at your own marketing through the customer’s eyes. Today’s customers make decisions quickly, often after just a few seconds of watching content, and video is precisely the space where they decide whether they’ll even get to the point of making a purchase. If you don’t want to be left out of the game, you need to know how to use this format to get concrete business results from it.
Meta has introduced three approaches that can help with this.
1. Test multiple ad variants simultaneously
Meta is heavily promoting its generative AI tools, which allow you to quickly create multiple versions of ads including videos. They’re integrated into Advantage+ campaigns and can automate creative testing at scale. This can be useful for e-shops with limited resources, but the real value depends on whether AI-generated visuals actually outperform your own creatives.
2. Reels and creator collaborations can reduce CPA
Meta claims that by incorporating Reels and creators into long-term campaigns, companies can acquire customers more cheaply whilst increasing their brand visibility. If this approach suits your segment, it’s worth trying – if only because 79% of respondents said they purchased a product or service after watching Reels.
Don’t get carried away by high follower counts, however. Success depends on finding creators who suit your audience.
3. Let the algorithm know which customers are most valuable to you
Updated Value Optimization and Value Rules tools allow you to prioritise ad delivery to customers with higher predicted value. For e-shops with quality customer data, this could mean more efficient budget allocation to more profitable segments.
Trend versus results
Meta is pushing advertisers towards AI and video. Whilst this may be an opportunity for e-shops, it’s only worthwhile if they approach it strategically. Not because the platform says so, but because their own data confirms it. Try, measure, compare. Only then decide whether it’s worth investing time and money in the video and AI tools that Meta is pushing forward.
