Running video ads on Meta? Try this tweak

Your weekly dose of best practices for building a successful DTC brand.

Love is in the air 💕

Welcome to this romantic issue of The DTC Insider newsletter. 👋

If you're new to our community, welcome! We'll send you weekly emails, every Wednesday, trying our best to deliver great value to your inbox.

In this newsletter, you'll find:

💠 Running Video Ads on Meta? Try This Tweak.

💠 Top Tips From Successful DTC Brands I'm In Love With

💠 4 Key Trends Among Successful Brands

Running Video Ads on Meta? Try This Tweak.

Attribution is a complex subject.

And trying to get 100% accuracy on the source of a purchase is like chasing the sun, as there are too many moving parts.

That being said, advertisers need to understand the touchpoints involved in the customer journey.

And this is exactly why this tweak is relevant for your brand.

If you're running video ads (if you're not, I hope you have a good reason 😅), there's something you can do to better understand if they generated conversions.

What is it?

I'm talking about the "Engaged-view" attribution.

By default, Sales campaigns on Meta use the following attribution settings:

👉 Click-through: 7 days

👉 Engaged-view: None

👉 View-through: 1 day

Consider switching these to:

👉 Click-through: 7 days

👉 Engaged-view: 1 day

👉 View-through: none


The Engaged-view counts conversions when someone plays 10 seconds of a skippable video ad, or watches at least 97% of the video ad (if it's shorter than 10 seconds), and converts on your website.

Thus, I'll provide Meta's algorithm with more data to work with and improve the performance of your campaigns.

Does this work on all placements?

No. Only on Skippable Video Ads, which are:

👉 Facebook In-Stream Video Ads

👉 Facebook Reels

👉 Instagram Reels

👉 Instagram Stories (it's not official, but Meta uses this exact placement as an example on their website)

Would you test this?

Top Tips From Successful DTC Brands I'm In Love With

To honor Valentine's Day, I'll share the top tips I received from successful DTC brands I love.

Here we go!

❤️ 1. Offer a Product Your Audience Loves:

Forget about your ads for a minute.

Take the time to develop a product your target audience loves.

Otherwise, everything else will be an uphill battle.

ğŸ“ž 2. Call Your VIP Customers to Say Thank You:

Take 5-10 minutes of your time to thank each VIP customer who supports your brand.

This will allow you not only to express gratitude...

...but also to get more insights on what people love about your brand & products and why they buy.

❓ 3. Video Responses to People's Questions:

When somebody sends a message to a brand, they expect a proper response.

However, they don't expect a video, and that's exactly why it works so well.

Choose some customers a week and record a quick video to answer somebody's question.

As you can imagine, as a customer this is way more engaging and personalized than receiving an email.

👨‍👨‍👦 4: Build a Community:

There are countless benefits to doing this.

First and foremost: you own this, and today that's priceless.

Many brands use it to:

👉 Get feedback on current and new products

👉 Communicate new product releases

👉 Giveaways

👉 Accountability

👉 Share wins/success stories

👉 Answer people's questions

👉 Invite industry experts to talk about a relevant subject matter

✉️ 5: Get Feedback:

Getting continuous feedback from your customers should be a priority for every brand in order to improve.

Whether it's through surveys, calls, or any other method, reaching out to everyone who has bought in a certain period.

After interviewing a very successful brand, we thought there were many things in common with other successful businesses.

That's why we wanted to put them together in this episode.

On this episode of The DTC Insider podcast, we discussed:

👉 4 key things successful DTC brands do

👉 Traps to avoid along the way

👉 The importance of proper processes and small iterations

ğŸŽ§ Tune in to our latest episode:

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