[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fturning-facebook-instagram-video-roas":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":17,"class_list":20,"acf":31,"head_links":447,"breadcrumbs":448,"reading_minutes":92,"category":456,"head":459},"2018-10-23T15:17:51",{"rendered":6},"\u003Cp class=\"p1\">\u003Cem>A write up & interpretation of Akvile DeFazio’s talk at PPC Hero Conference: ‘Set Your Metrics in Motion with Facebook & Instagram Video Ads’\u003C\u002Fem>\u003C\u002Fp>\n\u003Cp class=\"p1\">Facebook and Instagram video ads are still heavily underutilised for B2C and even more so for, B2B brands. Video is not only effective in capturing the attention of your potential customers, but also convert at a higher rate than their static creative counterparts.\u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"why-should-you-use-facebook-and-instagram-video-ads\">\u003Cb>Why should you use Facebook and Instagram video ads?\u003C\u002Fb>\u003C\u002Fh3>\n\u003Col class=\"ol1\">\n\u003Cli class=\"li1\">Get your brand to stand out among the stillness of the news feed. Did you know the typical user has an attention span of just 8 seconds?!\u003C\u002Fli>\n\u003Cli class=\"li1\">Gain higher engagement & awareness (the first step in hitting your sales\u002Fconversion goals). Users who viewed a video are 85% more likely to purchase than user who did not.\u003C\u002Fli>\n\u003Cli class=\"li1\">Video presents a smaller attention commitment for over-stimulated users. Studies have shown that 95% of information is retained from video, as opposed to 10% of the information presented in text format.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"creating-video-content-for-ads\">\u003Cb>Creating Video Content for Ads\u003C\u002Fb>\u003C\u002Fh3>\n\u003Cp class=\"p1\">\u003Cspan style=\"text-decoration: underline;\">\u003Cspan class=\"s1\">Brevity\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">Keep it short. Put your best foot forward in the first 10 seconds and let your user know what your product\u002Fservice is and why they need it without delay.\u003C\u002Fp>\n\u003Cp class=\"p1\">Remember, that short attention span does not give you long to sell your brand, product or service before your potential customer has moved on to the next item in their feed.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan style=\"text-decoration: underline;\">\u003Cspan class=\"s1\">Captions\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">85% of video content in the Facebook and Instagram news feed is watched without sound. So think like a silent-film artist and create your video for sound-off. Facebook can transcribe and create captions for you when you upload your video (with the ability to check and correct, which we recommend you do!), or you can upload a text file directly to Facebook at the time of uploading your video.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan style=\"text-decoration: underline;\">\u003Cspan class=\"s1\">Design\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">You don’t need big budgets or a video production team to create video content. Overlay effects, slow motion, time lapse, stop motion, cinemagraphs, and many more techniques can help brands create direct and eye-catching video content. For starters, check out the below apps and tools;\u003C\u002Fp>\n\u003Cul class=\"ul1\">\n\u003Cli class=\"li1\">Boomerang\u003C\u002Fli>\n\u003Cli class=\"li1\">Hyperlapse\u003C\u002Fli>\n\u003Cli class=\"li1\">Stop Motion\u003C\u002Fli>\n\u003Cli class=\"li1\">Flixl\u003C\u002Fli>\n\u003Cli class=\"li1\">VidLab\u003C\u002Fli>\n\u003Cli class=\"li1\">Legend\u003C\u002Fli>\n\u003Cli class=\"li1\">Quick (GoPro)\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp> \u003C\u002Fp>\n\u003Ch3 class=\"p1\" class=\"p1\" id=\"other-campaign-considerations\">\u003Cb>Other Campaign Considerations\u003C\u002Fb>\u003C\u002Fh3>\n\u003Cp class=\"p1\">In addition to the above points, when making video content (or launching your video campaign), also consider;\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan style=\"text-decoration: underline;\">\u003Cspan class=\"s1\">Which channels will your video be used on?\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">Users will be in different mindsets or wanting to take different actions when using different channels. For example, LinkedIn video may be watched during work hours, Instagram story videos while commuting, or Facebook video on a tablet at home.\u003C\u002Fp>\n\u003Cp class=\"p1\">At the time of building your video strategy (before you even start creating your content), consider what action you want your audience to take and which stage of the sales funnel you are targeting, then ensure you are creating your campaign on the appropriate channel.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan style=\"text-decoration: underline;\">\u003Cspan class=\"s1\">Video Length\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">In addition to the above point, your creative will need to suit the platform, both in length (for example, a 15-second version for Instagram, 30 seconds for YouTube, and a 2-minute version for your remarketing lists further down the funnel) and the screen\u002Fsize format.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan style=\"text-decoration: underline;\">\u003Cspan class=\"s1\">Split test your audience and creative\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">There is no point in creating a great piece of video content, only to serve it to one audience, who may not give you the best response or results.\u003C\u002Fp>\n\u003Cp class=\"p1\">Equally, if your brand appeals to a number of different ‘types’ of user with different motives, or has different target markets for different products, create variations of your video that appeals to their individual needs.\u003C\u002Fp>\n\u003Cp class=\"p1\">\u003Cspan style=\"text-decoration: underline;\">\u003Cspan class=\"s1\">What is the next step?\u003C\u002Fspan>\u003C\u002Fspan>\u003C\u002Fp>\n\u003Cp class=\"p1\">Your audience should experience a seamless transition from your video to the landing page. Make your landing page intuitive, relevant to the video content (you may need to split test here too, or create multiple PPC landing pages to suit each of your audiences or video creatives), and then guide users through the sign-up or purchase process.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cblockquote>\n\u003Cp class=\"p1\">52% of consumers said watching product videos made them more confident in their purchasing decisions\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>If you would like to find out more about how to leverage the power of video content in your paid social advertising, get in touch with our PPC team.\u003C\u002Fp>\n",false,"standard",[10,11],36,40,[13],{"id":14,"name":15,"path":16},144,"Hero Conf","\u002Fblog\u002Fcollection\u002Fhero-conf\u002F",[18,19],96,95,[21,22,23,24,25,26,27,28,29,30],"post-4110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social","category-ppc","collections-hero-conf",{"page_content_modules":32,"hero":88},[33,38],{"acf_fc_layout":34,"reduced":35,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":35,"title":36,"content":6,"authors":37},"blog_post_content",true,"Turning Facebook & Instagram Video into ROAS",[],{"acf_fc_layout":39,"reduced":35,"top_overlap":40,"bottom_underlap":40,"disable_observer":-1,"heading":41,"cta_text":42,"cta_link":43,"items":44},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[45,62,74],{"type_key":22,"title":46,"excerpt":47,"to":48,"postedAt":49,"readingTime":50,"image":51,"authors":52,"category":59},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[53,56],{"name":54,"image":55},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":57,"image":58},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":60,"name":61},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":22,"title":63,"excerpt":64,"to":65,"postedAt":66,"readingTime":67,"image":68,"authors":69,"category":73},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[70,72],{"name":71,"image":55},"Harry Clements",{"name":57,"image":58},{"to":60,"name":61},{"type_key":22,"title":75,"excerpt":76,"to":77,"postedAt":78,"readingTime":79,"image":80,"authors":81,"category":85},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[82],{"name":83,"image":84},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":86,"name":87},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F","Paid Social",{"type":89,"style":90,"heading":36,"date":4,"updatedAt":91,"reading_minutes":92,"image":93,"imageAlt":36,"categories":94,"collections":367},"blog-post","light","2022-02-07T16:48:27",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FmsCzBx8H-050720211625514606_avel-chuklanov-509630-unsplash-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[95,282],{"id":10,"count":96,"description":97,"link":86,"name":87,"slug":98,"taxonomy":99,"parent":100,"meta":101,"acf":102,"head_links":103,"resource_count":104,"yoast_title":105,"yoast_meta":106,"yoast_json_ld":151,"_links":250,"path":86},103,"Keeping up to date with the latest \u003Ca href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> trends, strategies, and announcements can be difficult. Our digital experts regularly blog about paid social media news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!","paid-social","category",0,[],[],[],11,"Paid Social Media Blog | Tips & Advice | Impression",[107,109,112,115,118,121,124,126,128,130,133,136,139,142,145,148],{"property":108,"content":105},"title",{"property":110,"content":111},"description","Keeping up to date with the latest paid social media trends, strategies, and announcements can be difficult. 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We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. 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