Succeed with Product Level Video on Meta
In today's competitive e-commerce world, brands are always looking for new ways to grab their audience's attention. This can be especially tough on fast-moving social media platforms.
If you're already running Dynamic Product Ad (DPA) campaigns on Meta, Product Level Video (PLV) is currently the best way to stand out and get consumers attention. These videos let you highlight individual products with eye-catching content that engages viewers.
With Renable, you can effortlessly leverage AI and automation to run Dynamic Ad campaigns with animated videos for each product.
Benefits of Product Level Video for E-commerce Advertisers
Product Level Videos offer several key advantages over static image ads for e-commerce advertisers. Here are some of the main benefits:
Increased Engagement: Videos tend to capture the user’s attention more effectively than static images. Moving visuals and sound can convey more information in less time, creating an immersive experience that holds the viewer’s attention.
Higher Conversion Rates: Product Level Videos provide a more comprehensive product view, helping customers make more informed purchase decisions. Studies show that videos often lead to higher click-through rates (CTR) and better conversion rates compared to static ads.
More space: The “extra frames” naturally provided by the video format, allow e-commerce brands to tell a more complete story by showcasing the content elements that are most requested by consumers, for instance: customer review testimonials, product USPs, and multiple images.
Competitive Edge: In a market saturated with static ads, Product Level Videos can help your brand stand out. The motion, storytelling, and dynamic nature of these ads can differentiate your offerings from competitors still relying on traditional formats.
Create Product Level Videos for Your Products with Renable
Renable’s platform makes it incredibly easy for e-commerce companies to generate Product Level Videos for every product in their catalogue.
Here’s how it works:
Data ingestion to Renable
Renable pulls product data, including images, prices, descriptions, and availability, directly from your catalogue. We can also ingest your product level review data. We can ingest data via a variety of common feed formats, or via API connectors.
Apply Aimee (our collection of AIs)
Renable use highly trained AI models to select (or generate) product level ad content elements that are optimised for Dynamic Ads. These includes customer review testimonials, average review scores, product USPs, background removal of Product-shot images, image classification and more.
Video Templating
You then select a video template that you like, modify it to fit your Brand Identity (your logo, your colours), and the platform then automatically generates high-quality videos tailored to each product. If you wish, you can do more advanced customization and create completely unique videos for your products. Our video template editor is easy to work with and you don’t need to be a designer or have prior experience with animation. Renable’s platform does the heavy lifting for you.
What sets Renable apart is the use of AI-powered automation to select (or generate) an abundance of the most effective content elements for your products. This not only saves time but also ensures that your ads are optimised for performance right from the start.
With Renable, advertisers can easily integrate branding elements, special offers, or seasonal promotions into their product videos, making them even more compelling.
How-to Create a Product Level Video Campaign on Meta
Once you’ve generated your product level videos and you have your Renable enriched product feed URL, you are ready for deployment with Meta. Head over to Meta’s Commerce Manager and create a new catalog, using Renable’s channel URL as source (or if you have an existing catalog you can just replace the original feed URL with the Renable’s feed URL).
The rest is as simple as setting up a regular DPA campaign on Meta, just make sure that you also follow these extra steps during the setup:
Step 1: Edit your Single image ad
Scroll down to your Advantage+ creative section, click the Edit button.
Step 2: Choose to customize the Dynamic media setting (should be activated)
Click the Customise button.
Step 3: Force Meta to use video when available
Make sure to check the checkbox “Always show videos when available“.
Playbook for Product Level Video on Meta
To fully capitalise on the power of Product Level Videos on Meta, we advise advertisers to follow a set of best practices. These tips will help you create, execute, and optimise successful PLV campaigns but many of these tips are true also for regular DPA campaigns on Meta:
1. Keep It Short and Engaging
Why It Matters: Quick, digestible content is key on social platforms where users are constantly scrolling. Shorter videos (15 seconds or less) have a higher chance of being fully watched, especially on platforms like Instagram and Facebook, where users’ attention spans are short.
How to Implement: Focus on delivering your key message early. Videos with fast-paced transitions and a clear value proposition upfront tend to capture attention. Utilise visual cues such as motion graphics or quick cuts to maintain interest throughout.
Bonus Tip: Design your content to be effective even if watched without sound. Many users scroll through social media with sound off, so incorporating text overlays or captions ensures your message is still delivered.
2. Start with a Strong Hook
Why It Matters: The first 3 seconds of your video ad are the most important. A strong hook that grabs attention immediately can make the difference between a viewer stopping to watch or scrolling past.
How to Implement: Movement is imporant early in the video. For instance; it’s a good idea to bring in the most important ad elements with animations early on in the video.
Bonus Tip: Lead with the most converting content first, for instance if the product is on sale, highlight that with an animation early on.
3. Leverage Different Product Image Types
Why It Matters: Choosing the right image type for your product videos can significantly impact the way your audience perceives your brand and products. By using a combination of lifestyle and product images, you can appeal to different customer preferences.
How to Implement: Renable’s platform automatically categorises your product images into different types such as "Product-shot" or "Lifestyle." This allows you to prioritise or combine image types based on what works best for your product offering. For visually driven products like fashion or home décor, Lifestyle images may resonate more, while Product-shots are often ideal for tech gadgets.
Bonus Tip: Test different combinations of lifestyle and product shots to see which drives the most engagement with your audience.
4. Maximise Your Product-Shot Images and Brand colours
Why It Matters: Product-shot images allow customers to focus on the key aspects of the product, but adding a unique background or branding element can help differentiate your ad from the competition.
How to Implement: Renable automatically removes the background from all your "Product-shot" images, giving you the flexibility to add coloured or custom backgrounds that align with your brand identity.
Bonus Tip: Try experimenting with seasonal or thematic backgrounds that match current promotions or events. This can help your products stand out in a crowded social feed, while also reinforcing your brand’s visual identity.
5. Leverage Your Brand’s Unique Identity
Why It Matters: Consistent branding in your ads helps build trust with your audience and fosters brand recognition over time. A strong, cohesive brand presence sets you apart from competitors and can improve long-term customer loyalty.
How to Implement: With Renable’s customizable video templates, you can easily integrate your brand’s colours, fonts, and other design elements into your product videos. Even without design expertise, you can modify the look and feel of your video templates to reflect your brand values and identity.
Bonus Tip: Start with Renable’s free video templates and apply your brand’s unique elements, such as logos, colours, and signature fonts. Over time, these small changes will strengthen brand recall and recognition.
6. Leverage Social Proof for Greater Impact
Why It Matters: Customer reviews and testimonials, collectively “UGC”, is the most powerful type of ad content that you can include in your ads. Incorporating real feedback into your product videos can build trust and persuade potential buyers to take action.
How to Implement: Renable’s AI automatically scans your product reviews and selects the most impactful excerpts to use as ad copy in your product level videos. This feature helps you highlight authentic customer experiences, which can increase credibility and conversions.
Bonus Tip: While the best effect generally comes from short-form customer review testimonials, togheter with the indivudal review rating and author name, it also very powerful to show the average review score and the total number of reviews.
7. Leverage Your Product Data for Optimised Messaging
Why It Matters: Highlighting the right product features in your video ads ensures that customers receive relevant, useful information, which can boost engagement and drive conversions. The more effectively you communicate the value of your product, the more likely customers are to take action.
How to Implement: Renable’s platform automatically generates both short and long-form ad copy that summarises key features of each product in your catalogue. This ad copy is optimised for product-level dynamic ads, helping you deliver the most relevant product information to your audience.
Bonus Tip: Use shorter ad copy for quick, attention-grabbing videos, and longer, more detailed copy for product videos that require more explanation.
8. Ad Placements Best Suited for Product Level Videos
Why It Matters: Meta offers a variety of ad placements across Facebook, Instagram, Messenger, and Audience Network, but choosing the right ones is essential for optimising performance.
How to Implement:
Instagram Stories & Reels: These placements are ideal for short-form Product Level Videos, as they take up the full screen and offer an immersive, mobile-first experience. Since users swipe through Stories quickly, be sure to grab attention immediately.
Facebook Feed & Instagram Feed: These are great for more detailed product videos. Feed placements allow for longer content and give users more time to engage with your message. They also support both square and vertical formats, which perform well on mobile.
Bonus Tip: Use Meta’s Automatic Placements feature, which allows their algorithm to determine the best placement for your ads based on performance data. This helps you reach more people efficiently across multiple surfaces. You can always turn off placements that don’t perform later.
9. Meta Ad Types Best Suited for Product Level Videos
Why It Matters: Not all Meta ad types are created equal for the Product Level Video format. For the “Single Image” you can force Meta to always use a video if available for a product. For carousel ads, you can definitely use video, but you cannot force Meta to always prioritise videos.
How to Implement: Force meta to always use video when available for the “Single Image” ad type. For the Stories format, make videos that include the content elements inside the video, because that format doesn’t allow for dynamic ad copy outside of the media element.
Bonus Tip: We have seen good results with the carousel ad type as well, so try it out and compare the performance against the other ad types before discarding it.
10. Consider ad platform’s element overlays
Why It Matters: Meta has their own overlays (buttons, icons etc) so you need to take these into account when you decide on the placement of your various content elements in your video.
How to Implement: Look at video ads running in the placement where you want to run your ads, make notes where content elements would be hidden by Meta’s own overlay elements.
Bonus Tip: All Renable’s free video templates are designed with these no-go zones in mind.
11. Optimise for Mobile Viewing
Why It Matters: The majority of Meta users access the platform via mobile, making it critical to optimise your Product Level Videos for mobile-first experiences.
How to Implement: Design your videos in vertical or square formats (or include both sizes) to maximise screen space on mobile devices. Make sure that all key information, including CTAs, product details, and visuals, are easily viewable on smaller screens.
Bonus Tip: Use Meta’s ad preview tool to check how your Product Level Video will look on different devices before launching your campaign. Note that all Renable’s free video templates come ready with a 1:1 and 9:16 formats.
12. Product set size
Why It Matters: It’s well known that larger product sets perform better on Meta.
How to Implement: Employ product sets with at least 200 items-
Bonus Tip: Many of our clients that have already started using PLV have decied to limit video generation to a catalog subset. This can be smart if you have a large product inventory (no need to generate videos for products that won’t be advertised anyways). This is easily done with our platform. You can create catalog subsets (“product sets”) by filtering on categories, Google Analytics performance data, or other product data. Many of our PLV clients start out with their popular products and go from there.
By following this comprehensive playbook and utilising Renable’s platform to automate and optimise your Product Level Video creation process, you’ll be able to craft campaigns that resonate with your audience, drive meaningful engagement, and increase sales.
