In a context where attracting attention and converting effectively is more difficult than ever, the profitability of Social Ads campaigns has become a real concern for businesses. Indeed, it is no longer enough to broadcast ads to hope for an optimal return on investment. The choice of format, channel and strategy are now making a difference.
Video quickly became the key tool for maximizing the impact of your Social Ads campaigns. More engaging, more memorable and more efficient, it makes it possible to optimize each euro invested and to accelerate business growth. This article shows you how to take advantage of the power of video, with the support of a specialized agency, to get your ROI off the ground on social networks.
Specializing in audiovisual production and creation of digital content, Kosmos supports brands in promoting their image through creative, impacting videos designed for social media uses. Asvideo agency performance-oriented, Kosmos produces formats adapted to social platforms, designed to maximize engagement and support the marketing goals of its customers.
Understand social ads and how they are useful for your digital strategy
Social Ads refer to all the advertisements broadcast on social networks. They differ from traditional advertising formats by their level of targeting, flexibility, and presence where your customers spend the most time. In a digital world dominated by instantaneity and image, these campaigns represent a major opportunity to effectively reach your audience.
Integrating Social Ads into your digital strategy means making the choice to act quickly on your business goals: customer acquisition, reputation, qualified traffic or online sales. Thanks to the tools of the various social platforms, it is possible to dialogue with extremely precise audiences and to measure each action in real time.
This advertising tool has convinced advertisers for its ability to quickly generate visibility, but above all to transform the test into a concrete commitment: clicks, registrations, purchases. In the rest of this article, we will detail how a specialized agency works, which platforms to choose, and how to structure your success through video in your Social Ads campaigns.
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What is a social ads agency and how does it work
A Social Ads agency is a structure specialized in the management and optimization of advertising campaigns on social networks. She supports companies in developing their strategy, creating adapted content, setting up and monitoring ads to maximize performance.
Its missions range from auditing the market to the recommendation of formats, including technical configuration, budget optimization and detailed reporting. The agency is a key partner in ensuring the profitability and consistency of your advertising actions on social networks.
The most effective social networks for advertising
- facebook : Historical platform, ideal for targeting a large audience with multiple formats (in-feed, stories, carousel).
- instagram : Popular with young adults, it promotes engagement through visuals and short video formats, especially stories and reels.
- LinkedIn : Unbeatable in B2B, it makes it possible to target decision-makers by sector, function and company, ideal for B2B leads.
- TikTok : A fast-growing network for 16-34 year olds, ultra-creative with viral videos and high-reach campaigns.
Integrate video into social ads campaigns
Video has radically transformed the way brands communicate on social media. Today, integrating this format into a Social Ads campaign is no longer a simple asset, but a real decisive factor in performance.
The public, saturated with information, favors living, dynamic and immersive content that captures attention from the first seconds. Video perfectly meets this need, by promoting storytelling, by transmitting an emotion and by making it easier to remember the message.
In this chapter, discover why video is overtaking all other formats in terms of effectiveness on social networks and how to choose the right types of videos for your advertising goals to maximize your return on investment.
Why is video the king format on social networks
Video generates 1200% more shares than text and images combined, according to Brightcove. On facebook, videos get an average of 135% more engagement compared to static images (Sprout Social). Nielsen studies also show that the memory of advertising messages increases by 30% thanks to video.
This format, which is very popular with mobile users, promotes immersion and viral sharing. Experts agree that video makes it possible to stand out from the crowd in saturated news feeds, while boosting conversions and brand awareness.
Which video formats to choose to boost your campaigns
- Stories : Short and immersive, ideal for capturing attention in a mobile context.
- In-feed : Integrated into the news feed for native impact and broad reach.
- Reels : Perfect for focusing on virality and engaging a young and creative audience.
- Video carousels : To tell a story in several stages and detail complex offers.
- Live : Adds authenticity and promotes real-time interaction with the community.
The benefits of video for the return on investment
Video is not only an attractive format; it is a real accelerator of return on advertising investment. Integrating video into Social Ads campaigns goes far beyond simply increasing engagement.
This format has a concrete impact on all stages of the customer journey: it captures attention, stimulates brand memory and more easily triggers the desired action (purchase, registration, contact). The ability of video to simplify complex messages or generate emotion improves brand memory and the overall effectiveness of advertising actions.
A judicious use of video also makes it possible to rationalize acquisition costs and to achieve business goals more reliably. The next sections of the guide will show, with supporting figures, how video improves your KPIs and uses less of your advertising budget.
Improving engagement and conversion rates through video
According to Wyzowl, 84% of consumers say they were convinced to buy a product or service after watching a video. HubSpot notes that video campaigns on Instagram generate 38% more engagement than static formats.
Video ads also receive up to 2 times more clicks and 20% more conversions on Facebook than images, according to an Animoto study. These results confirm the ability of video to significantly strengthen your KPIs and to boost the buying journey.
Reduction of advertising costs through the judicious use of video
Video makes it possible to optimize costs per click (CPC) and acquisition costs (CPA) thanks to greater attractiveness and more precise targeting. An engaging video message attracts a more qualified audience, which reduces budget waste.
In addition, platform algorithms favor the video format, thus offering better exposure at a cost that is comparable to, or even lower than, other formats. The result: increased profitability for each euro invested in your Social Ads campaigns.
Building an effective video strategy on social networks
Setting up a video strategy on social networks cannot be improvised. It is a question of building a real coherent advertising mechanism, based on clear objectives and on a detailed knowledge of your audience.
Your approach should be structured from the definition of the message to the choice of formats, including creative adaptation, precise targeting and continuous experimentation (“test and learn”). Succeeding is above all trying to maintain a ROI vision at each stage of the process, in order to manage your strategy as close as possible to results.
This chapter will highlight the importance of targeting, but also creativity, mobile adaptation, and best production practices to maximize the performance of your Social Ads video campaigns.
Targeting the right audience to optimize your ROI
The success of a Social Ads video campaign depends on the precision of the targeting. Thanks to advanced segmentation and the crossing of behavioral data, it becomes possible to reach only the profiles with the most potential for your offer.
The objective is to optimize the relevance of the video message, to minimize advertising waste and to maximize the final return on investment. A well-targeted audience guarantees higher engagement and conversion rates.
Creativity of advertising video and adaptation to social media
- Engage your audience from the first 3 seconds with a striking and visual introduction.
- Favor the vertical format adapted to the mobile, which is dominant on most social networks.
- Add subtitles to ensure comprehension without audio and broaden the reach.
- Structure the message around short, rhythmic and easy to remember storytelling to arouse emotion.
Measure and monitor the performance of your social ads videos
Controlling performance is the key to any ROI approach in video Social Ads. Precisely measuring results makes it possible to optimize continuously, to isolate the most effective content and to adjust budgets accordingly.
It is essential to follow reliable and relevant indicators, adapted to your marketing goals, so as not to make mistakes in analyzing the results. The analysis tools offered by social platforms give you the ability to follow the entire user journey, from viewing to conversion.
The data-driven approach thus makes it possible to ensure optimal management of investments and to amplify only the campaigns that generate the most value. The following will include the essential KPIs to monitor, and the best practices to optimize your campaigns in real time.
The essential KPIs to follow to assess success
- Rate of view : Percentage of people who have watched the video, measures initial attractiveness.
- Cost per view : Indicates the budgetary efficiency of your video content.
- Engagement rate : Includes interactions (shares, likes, comments) that reflect interest.
- Clicks and conversions : Allow you to link the video to the expected actions (purchase, registration).
- ROAS : Return on advertising expenses, a key profitability indicator.
Optimize and adjust your video campaigns in real time
- Regular A/B testing to compare different variants and select the most efficient one.
- Customizing videos according to audience segments to maximize relevance.
- Continuous monitoring of KPIs to adapt budgets and distribution in a few clicks.
The support of a social ads agency specialized in video
Being supported by an agency that is expert in video Social Ads is often an accelerator of results. These partners provide a comprehensive vision, from strategic recommendations to creative production, to advanced performance monitoring.
By entrusting your campaigns to these specialists, you benefit from in-depth expertise on market trends, powerful analysis tools, and the ability to quickly adjust your actions according to feedback from the field. The agency activates all the levers to guarantee, at each stage, the optimization of your ROI.
The following details the main services of an agency, as well as the essential criteria for choosing the right partner according to your sector of activity, your ambition and your budget.
Key services offered by a social ads agency
- Audit : In-depth analysis of your market and your existing advertising accounts to identify areas for improvement.
- Strategy : Development of tailor-made plans aligned with your business goals and marketing priorities.
- Video creation : Production of content adapted to each network and each targeted audience segment.
- Campaign Management : Configuration, budget management, affinity targeting and daily management of ads.
- Optimization and reporting : Monitoring of KPIs, adjustments in real time and detailed reports to manage performance.
What are the criteria for choosing the right social ad video agency
- Sectoral experience : Ability to value your market and your specific challenges.
- Portfolio : Concrete achievements, customer references and results achieved in campaigns similar to yours.
- Certifications : Qualifications recognized on the main platforms (Facebook, Google, TikTok...)
- Data-driven approach : Culture of testing, measurement and iterative optimization.
- Transparency : Clear processes, accurate reporting and regular communication on results.
The key steps of a successful collaboration with a social ad video agency
The success of a Social Ads video campaign is based as much on the quality of the service as on the fluidity of the collaboration with your agency. From the first briefing to the distribution of ads, each step is important to ensure optimal ROI.
Understanding this journey allows you to be well involved in the process, to know what to expect and to make the most of client-agency synergy. The objective is to create a dynamic of continuous improvement, where each campaign benefits from in-depth feedback to progress towards more results.
The next chapter details the typical methodology adopted by a Social Ads video agency, in order to reassure you about the progress and deliverables expected at each stage of the project.
From brief to distribution: analysis of an agency's methodology
- Collection of needs : In-depth exchanges to identify your goals, targets and specific constraints.
- Strategy : Customized construction of the creative and media proposal adapted to your brand.
- Creative production : Production of videos in a format and tone determined to maximize impact.
- Parameterization and distribution : Technical uploading, targeting, calendars and daily budget management.
- Final reporting : Detailed analysis of results, engagement reports and recommendations for future campaigns.
Real case study: results obtained by a social ad video agency
To illustrate the effectiveness of video Social Ads, let's take the example of an SME in the e-commerce sector that has entrusted its strategy to a specialized agency. Objective: boost online sales over three months with a controlled budget.
The agency developed a series of in-feed videos and stories focused on product use, with adaptation to the promotional calendar and A/B tests on audiences. Thanks to this device, the brand saw its conversion rate increase by 42% in three months, while dividing its CPA by 1.7.
The engagement rate on videos increased by 63% and the advertising memory measured after the campaign was 28% higher than the industry average (source: agency study). This data-driven approach illustrates the power of video to boost ROI on social networks.
Current social ad video trends
The Social Ads video landscape is constantly evolving. In 2024, vertical content is already dominating the majority of impressions on Instagram, TikTok and Facebook, driven by mobile consumption.
Ephemeral videos (stories) are also experiencing massive adoption, because they respond to a need for spontaneity and proximity to the brand. Short and “snackable” formats (less than 15 seconds) have much higher completion rates than long videos (source: Facebook IQ).
Ultra-personalization, the creativity of interactive formats, and the use of AI to generate adaptive content are also strong trends to integrate in order to remain competitive on this channel.
Checklist of best practices to boost the ROI of video social ads
- Underinvesting in creation : Neglecting visual and narrative quality drastically reduces engagement and reach.
- Poor targeting : Mass distribution without precise segmentation leads to lost budget and low profitability.
- Not following the right metrics : Focusing only on views or likes misses out on the real business ROI.
- Videos that are too long or poorly adapted : Inappropriate formats lose the audience's attention within the first few seconds.
- Lack of continuous optimization : Not analyzing or adjusting the delivery deprives the campaign of any learning and progression effects.
Checklist of best practices to boost the ROI of video social ads
- Define clear and measurable goals for each campaign.
- Adapt the video format to the network and the context of use (mobile, desktop).
- Nurture creativity with a strong message from the first 3 seconds.
- Optimize targeting to reach the most relevant and profitable segments.
- Conduct systematic A/B tests on hooks, visuals, and segments.
- Analyze the right KPIs (conversion rate, CPA, ROAS, engagement rate).
- Manage your campaigns in real time thanks to reporting and continuous adjustment.
FAQ about video social ads and ROI
Is video really essential for successful social ads campaigns?
Yes, video has become essential on social networks. It captures attention more quickly, promotes engagement and significantly improves the conversion rate. Platforms like Instagram, TikTok or Facebook clearly favor this format in their algorithms.
How does a video ad perform better than a static image?
A video tells a story in seconds and conveys a richer message. It generally generates more clicks, more views, and increases brand awareness among Internet users.
How much budget should you plan to launch a video campaign on social networks?
The budget depends on your goals and the level of production. You generally need between €500 and €3,000 to create videos, and a media budget of at least €1,000 for concrete results.
Does a video campaign work on all social networks?
Yes, but each platform has its codes. Instagram and TikTok are ideal for short, immersive videos. LinkedIn favors more professional formats. An agency will know how to adapt each content to the platform.
What results can you expect from a social ads campaign with video?
Well-optimized video campaigns reduce the cost per acquisition, increase ROAS, and improve engagement. The traffic is also more qualified and the conversions are often more numerous.
How long does it take to see results after launching a video campaign?
The first indicators may be visible as early as the first week. But for a reliable ROI analysis, it usually takes a few weeks of optimization and testing, especially if you're targeting multiple segments.
How does the collaboration with a social ads agency specialized in video take place?
Collaboration starts with a strategic brief, followed by video production, campaign settings and results monitoring. The agency then adjusts the levers based on the data collected.
What are the best video formats for social ads?
Short formats (6 to 30 seconds) are the most effective. Stories, reels, in-feed or video carousels adapt well to mobile uses and user expectations, especially during the acquisition phase.
Can we test several videos in the same campaign?
Yes, and it is even recommended. A/B testing makes it possible to identify the most effective messages and visuals. This allows performance to be continuously optimized and the return on investment to be maximized.
How to monitor and optimize the ROI of a video social ads campaign?
You need to analyze key KPIs such as view rate, click rate, CPA or ROAS. A specialized agency ensures real-time monitoring and adapts campaigns to amplify the most profitable content.
