Product Level Videos: The Game-Changer You Didn’t Know You Needed

Videos in Dynamic Ads - now a reality.

Close your eyes and think of what your DPA ads look like on Meta. Are you seeing the typical static image “vanilla” that looks just like any other DPA ad on Meta? What if, instead of static images, you get dynamic, engaging videos that actually show off what makes your product awesome. It’s like giving your product a voice—and maybe a dance routine.

All right, a step back. At re:nable we have been doing AI-enriched, templated, static-image Dynamic Ads since…forever. And it’s been a blast, we have truly made a difference for our clients, making their full-catalog ads perform at a different level, not least proven by our clients’ average results:

The average results from clients using our platform during 2022/2023.

But, all the while we have secretly been waiting for the next step in e-commerce catalog marketing, which is of course the video format.

And recently, a bit under the radar, our friends at Meta have finally released the option to use video (rather than static-image) as creative for Dynamic Ads (DPA). They call it PLV (Product Level Videos). We have known about this for quite a while, and have prepared accordingly, by creating scalable in-house AI models, that will generate the abundance of high-quality image and ad copy elements, needed for automatic SKU-level video generation.

Here are couple of examples of animated videos for apparel that you can easily do with our platform for all your products:

Again, close your eyes and think of the typical generic static image that are normally used for “vanilla” Dynamic Ads… can’t see it? Let us remind you:

Why Should You Care About PLVs?

• Engagement That Pops: People love videos - it’s a fact. PLVs are way more likely to grab attention than static images, which means more clicks, more likes, and more love for your brand.

• More room for communication: Apart from the natural attention-grabbing feature of the video format, it also supplies us with more space to fill with content. And, this needs to be done with afterthought. What content will make the ad-viewer convert? (we know)

Let’s Break It Down - What Do You Need To Do to Run PLVs on Meta?

1. Lights, Camera, Action!
   First off, you need to create video creatives that don't suck. It’s all about making your products shine - highlight their features, include Social Proof, make it relatable, maybe even sprinkle in some humor. This is what our Templating Editor was made for, no need to be a designer! To get you started, we have a bunch of gallery templates that you can customise to fit your brandbook and temperament.

2. Upload Like a Pro
   Next, connect your new video template to your output channel (catalog feed), and finally connect the output channel to your Meta catalog.

3. Targeting Like a Sharpshooter
   Once your PLVs are locked and loaded, it’s time to launch them into the world of Meta (or your ad platform of choice). We leave the targeting and campaign creation to you with simply one recommendation; the secret sauce is testing. Don’t just set it and forget it - compare your PLVs against those old-school static ads. Adjust, optimize, and watch your click-through rates soar. Soon, you’ll be running campaigns so good, even your competitors will be jealous.

The Reality Check

Sure, PLVs are amazing, but they’re not magic. Plus, video generation is more expensive than the generation of static ad images. So, here are a couple of bullet points to consider before jumping in:

• Tricks to limit costs for video generation:

  • Make a smaller product set (perhaps with you top-sellers only) and generate videos for those products only, nice-looking templated static ad images will do for the rest of your products.

  • Each time a product data element included in the video changes, for instance the price, the video will be re-generated. To limit re-generations, you might want to consider leaving some frequently changing elements out of your video template.

• Should you include audio and if so how?

  • Audio can make the impact of your video even higher, however most people don’t have automatic audio switched on for ads on Meta. But if you do want to look into it, good news is that re:nable’s template editor has full support for it. And there are plenty of good online sources for getting free cool beats for your videos, just Google “Royalty free beats and music”.

• What are the best content elements to include in PLV videos?

  • Short answer; Social Proof (content from user reviews), on-sale graphics (for products on sale), high-impact ad copy elements such as product highlights (our platform generates those automatically for you).

Final Thoughts: Are You Ready to Roll?

If you’re serious about stepping up your catalog marketing game on Meta or Tiktok, PLVs are the way to go. They offer a fresh, engaging way to showcase your products and really connect with your audience. So, what are you waiting for? It’s time to turn your product catalog into a blockbuster hit.