In this session, we partnered with video creative agency ReadySet to talk about how to create engaging, authentic videos that work across platforms, and how to measure their performance.

1. The 2022
Social Media
Advertising Series
Social Media Marketing
What Successful Leaders Need To Be Thinking About in 2022
10am PT | 1pm ET
Creating Engaging Videos
Everything You Need To Know To Produce Authentic Content Across Channels
10:35am PT | 1:35pm ET
Contextual Targeting in a Post-Privacy World
A Great Place to Start is Reddit, the World’s Largest Online “Community of
Communities”
11:10am PT | 2:10pm ET
Panel Discussion
The New Blueprint for Social Measurement Given Privacy Changes
11:45am PT | 2:45pm

2. Creating
Engaging Videos
Everything You Need To Know To Produce
Authentic Content Across Channels

3. Today’s Logistics
Kerry Mallett
Senior Content Specialist,
Webinar
Recording & slides will be in your inbox
by tomorrow morning
Download relevant resources
Join our chat and submit questions for live Q&A
Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!

4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
1000+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speakers
KELSEY MILLER
Director, Paid Social
JOHN GARGIULO
CEO + Co-Founder

7. Agenda
● Trends in the Paid Social Video Landscape
● The End of Social Cutdowns: How to Design for
Each Social Platform
● Four Frameworks You Can Use
● Expert Tips on Creating Great Videos
7

8. Trends in the Paid Social
Video Landscape
8

9. Optimizing your creative approach is essential
According to a recent Nielsen study, the quality of ad creative directly
impacts a brand’s ROI on social channels. When it comes to
performance, creative is one of the largest drivers of success. It’s
imperative to tailor your creative messaging strategy to each paid
social platform & audience.
E
63%
63% OF A BRAND’S PERFORMANCE LIFT FROM SOCIAL
ADVERTISING CAN BE ATTRIBUTED TO THE QUALITY
OF THE CREATIVE
9

10. Optimizing your creative approach is essential
20%
In 2022, advertisers will spend $24.35 billion on
video advertising that appears on social networks,
up 20% YoY.
10
1 in 10
Social network video ads will count for 1 in 10 total
digital ad dollars in the US in 2022—or 10.2% of the
total US digital ad market
Source: eMarketer Social Video Advertising report 2022

11. 11
The mobile canvas is
vertical. Maximize screen
real estate with
placement customization.
For Facebook/Instagram campaigns, vertical or
square creative on average achieved a
31% higher ROAS vs. horizontal creative.
Create all new videos in 1:1 a & 9:16 format
Source: Facebook internal data; 2019. Analysis of aggregated results from 50 multi-cell
brand lift studies and 50 split test studies measuring 121 ad campaigns, verticals incl.
consumer packaged goods, e-commerce, entertainment, travel, education, financial
services, retail, technology, professional services, and nonprofit.

12. 12
The rise of UGC video
With the meteoric rise of TikTok, users
are gravitating away from glossy,
editorial videos and towards authentic,
low-production testimonials videos.
Tinuiti has seen UGC and influencer
videos drive a 40% higher CTR compared
to branded videos.
Test sourcing videos from loyal fans or
brand ambassadors.

13. 13
Test participatory
ad types
Participatory ad types such as TikTok
Hashtag Challenges or Snapchat AR
lenses encourage users to engage with
the brand and can help jump-start spend
on a new social platform.
Ensure brand challenges are closely
aligned with trending topics and
consider creating a custom music for
users to create with.

14. 14
Lean into Performance
Creators
Influencers go beyond driving awareness for
brands. Nano, micro, and macro creators bring
authenticity to your messaging and can inspire
sales. Tinuiti has seen videos that open with an
influencer drive a 28% higher purchase
consideration lift compared to brand videos
when the messaging is product-forward.
Test pairing influencer videos with product
close-up shots to drive lower-funnel
performance

15. How to Design for Each
Social Platform
15
The End of Social Cutdowns

16. A quick poll:
On what social platforms are you currently
spending? (let us know in the chat!)
● Facebook/Instagram
● Snapchat
● Pinterest
● TikTok
● Reddit
16

17. 17
DESIGN WITH A PLATFORM FOCUS

18. Tailor your creative approach to each platform
● Strong upfront branding
and product forward
messaging
● In-feed placements
trend more editorial/
high production
● Story and reels
placements lean more
influencer and
entertainment focused
● Music-forward and
trend-forward
messaging
● 15-20 second videos
perform best
● Sound-on environment
● Influencer content feels
most native
● Visual-forward planning
platform
● Strong text overlays and
call to actions
● How-to content, styling
advice, & holiday
planning content thrive
● Choose a strong cover
image for your video
● Fast 3-6 second ads
● Stick to one messaging
point
● Sound on environment
● UGC content thrives;
don’t overly produce
your videos

19. 19
Align your Video Ad Type to your Business Goal
Facebook instream video
Instagram reels
Snapchat commercials
Pinterest max width video
TikTok topview videos
Video link page posts
Facebook instant experiences
Snapchat story ads
Pinterest carousels
Pinterest video pins
Dynamic ad carousels
Collection ads
Facebook & Instagram shops
TikTok shops
AWARENESS
CONSIDERATION
CONVERSION
Brand differentiators
Top reasons to buy
Trust building
New product lines
Product specific messaging
Cart abandoner re-engagement
Promotions
Brand education
Brand specific initiatives
Product overview
Creative Approach KPIs
Brand lift
CPM / Reach
Video View Rate
Link Click Through Rate
Cost per Landing Page View
Cost per Add to Cart
Return on Investment
Cost per Purchase
Conversion Rate

20. Poll:
What is your biggest challenge in
developing paid social creative?
● Lack of internal resources
● Lack of knowledge about social platform
best practices
● Cost of development
20

21. Four Frameworks You Can
Use to Get a Hit Ad
21

22. 22
Four Winning Direct Response Frameworks
Problem, Solution Desirable Situation Useful Information
Delivered Uniquely
Flip the Script

23. The Traditional 4 Frameworks
in a Digital Age:
1) Desirable Situation
● Make things look wantable
● Doesn’t just make you better (cooler, prettier,
fitter, etc.) but it’s accessible and easy to do
● Show the desirable within the real
● Think about what a Desirable Situation looks
like for your product
Move from traditional hero shot, glamorous
photography to effortlessly cool.

24. ● Before & Afters
● Product as catalyst for change
● The viewer themselves as the solution
● Problem, no solution needed!
Some things, like orthodontia take time. A
benefit of our more “genuine”-leaning
landscape is that viewers are more likely
to accept seeing a before without a
perfect after.
The Traditional 4
Frameworks in a Digital Age:
2) Problem, Solution

25. ● The readiest route to TikTok
● From “hacks” to conspiracy theories
● Who doesn’t want to know more than their
neighbors?
● Charismatic talents; making use of memes
Very native format: stitching with an
existent prompt. Viewer is already primed
to receive information.
The Traditional 4
Frameworks in a Digital Age:
3) Useful Information
Delivered Uniquely

26. ● “The world is not what it seems.”
● Often a marriage of humor and contrarianism
● A challenge to the status quo
● Snark, mythbusting but make it memeable
● Potential to particularly resonate with
Millennials and Zoomers
Instead of a traditional MYTH, FACT format,
assume that the viewer knows whatever
common logic you’re referring to and
immediately negate it in a
natural-sounding way.
The Traditional 4
Frameworks in a Digital Age:
4) Flip the Script

27. Expert Tips on Creating
Great Videos
27
There are many ways to get a hit ad.

28. Rhythm & Visuals
Keep the ad moving
● Cadence is everything
● You’ve got 1.56sec to capture
attention
● Think in microseconds
● Avoid boring visuals!
● Shots need action
● Use compelling copy
● Keep it simple
● Native doesn’t mean messy
● It should tell a person’s story
At first glance this seems like influencer content.
But the clean, white-marble background, the Moen sink
fixture, the used candle, the nails grown out but still
pristine… every intentional detail of this image tells the
narrative of a busy-yet-put together woman.

29. Authenticity is Everything
● Triggering emotional reaction
● Real people’s real struggles = more genuine,
the solutions more attainable
● Doesn’t necessarily mean tears
● Relatable + respectful
● Most of all: be authentic.

30. Be Unique
● Be specific. Be unique. Be INTERESTING.
● “Why 30 year olds are obsessed with this
subscription razor.”
● Know the social landscape.
● Be able to pivot fast.
● Nothing will turn a savvy audience off quicker
than a not-savvy ad. Stay up to date.
● Ideally, SET trends.
Just because you’re aware of a “meme”
doesn’t mean it’s still relevant.
Or audience appropriate.

31. Your Creative
Development Checklist
MAXIMIZE THE IMPACT OF YOUR NEXT CREATIVE CAMPAIGN

32. CHECKLIST TO MAXIMIZE THE IMPACT OF YOUR NEXT CREATIVE CAMPAIGN
Your Creative Development Checklist
Set the objective of your media
(awareness, consideration, conversion)
Align the social platforms and placements to
your objective
Establish your creative KPIs and benchmarks
Utilize ad libraries (Facebook, TikTok) to keep
identify trending topics
Capture mobile-shot & vertical video at the
shoot
Brainstorm ways that brand loyalists can
participate in your campaign (submitting
UGC, hashtag challenges, etc…)
Shoot your concept so you can test multiple
video frameworks
In post-production, edit your videos to each
social platform’s best practices (aspect ratio,
video length, messaging approach, copy)
Test, Test, & Test
What works on one platform may not work on
another

33. Schedule Your
Consultation
with a Social Media
Advertising Expert

34. Q&A
KELSEY MILLER
Director, Paid Social
JOHN GARGIULO
CEO + Co-Founder

35. 35
Stay informed
on the future of
digital marketing
Visit our new content hub ➜

36. Thank you!

37. The 2022
Social Media
Advertising Series
Social Media Marketing
What Successful Leaders Need To Be Thinking About in 2022
10am PT | 1pm ET
Creating Engaging Videos
Everything You Need To Know To Produce Authentic Content Across Channels
10:35am PT | 1:35pm ET
Contextual Targeting in a Post-Privacy World
A Great Place to Start is Reddit, the World’s Largest Online “Community of
Communities”
11:10am PT | 2:10pm ET
Panel Discussion
The New Blueprint for Social Measurement Given Privacy Changes
11:45am PT | 2:45pm