Published:
Why video?
- Movement catches the eye in the feed. It is easier to scroll past a still image than past a moving scene.
- Instagram Reels and Stories are built for vertical video. Static images often look cramped there.
- Video shows a product's use, texture and feel far better than a single frame can.
How long should it be?
For ads, 10–20 seconds is enough for most products. The first second matters most: that is where the viewer stops scrolling or moves on. Showing the product in the first second and focusing on one message works better than a long story.
Which formats?
- 9:16: Reels and Stories.
- 4:5: Feed.
- 1:1: Square placements and some catalogue slots.
Text and product placement need adjusting for each format. In 9:16, text has to sit in the area Instagram's interface doesn't cover.
One video or several?
Testing three different angles for the same product usually teaches you more than putting the budget into one "perfect" video. For example, one highlights a feature, one a moment of use, one a feeling. After a few weeks, you can see which got more clicks and produce new variations of the winning angle.
When should videos be refreshed?
When the same creative runs for a long time, viewers get used to it and clicks drop. For brands that advertise regularly, refreshing videos every 2–4 weeks is a good starting point.
Is a shoot necessary?
No. Short ad films can be produced with AI from product photos. No studio, crew or shipping, and new scenes can be tried for the same product every month. Our examples: Skin serum, Olive oil, Jewellery.
