Social Media

Everything Food & Beverage Brands Need to Know About Video Ads in 2024


igital advertising has evolved rapidly. It began with static banner ads, then shifted to the rise of programmatic advertising that harnesses user data. This dynamic shift has been driven by technological advances, changing user behaviors, and the relentless pursuit of more personalized, engaging ad experiences. And now? Advertisers harness AI, AR/VR, and video storytelling and offer content that's not just promotional, but also immersive and tailored to individual preferences.

In this article, we'll unravel the magic behind video advertising. Why all the buzz? What makes it so compelling? And more importantly, how can you capitalize on this trend? We'll break down what video ads are, discuss their escalating significance in today's market, and illuminate the key platforms worth your attention. Plus, for those who appreciate a deeper insight, we'll guide you through the intricacies of crafting and executing a top-notch video ad campaign. Whether you're an established advertiser or a newcomer eager to learn, this exploration into the vibrant world of video ads promises valuable insights. Dive in and let's journey through the exciting landscape of video advertising together!

What is a video ad?

Video advertising uses the power of visual storytelling to showcase and elevate a brand, its services, or its products. It capitalizes on the human brain's propensity to process visuals faster than text, making it an effective tool to capture attention and convey messages succinctly. With a myriad of formats at its disposal—ranging from meticulously crafted branded content to organic user-generated product reviews and testimonials—video ads provide flexibility in how a brand chooses to narrate its story.

But beyond mere storytelling, video ads serve different strategic objectives based on where a potential consumer is in the buying cycle. Upper-funnel videos primarily focus on educating the audience, building brand trust, and fostering engagement. They are crafted to resonate with consumers, elucidate a brand's values, and position the brand as a credible player in the market. On the other hand, lower-funnel videos are more conversion-centric, employing tactics to nudge a potential customer towards a purchase decision.

In the digital age, especially with the ubiquity of smartphones and social media, video ads on platforms like Facebook, Instagram, TikTok, and YouTube have become pivotal. Social media video ads leverage the platforms' vast reach and targeting capabilities, offering tailored content to specific audiences, resulting in higher engagement rates. Ignoring the rising dominance of social media video ads would be a missed opportunity for any brand.

To integrate video ads effectively into your marketing strategy, it's crucial to recognize the best platforms for your target audience. Equally vital is understanding the nuances of creating compelling video content. Whether it's a 6-second bumper ad or a 2-minute explainer video, the content needs to be relevant, engaging, and true to the brand's essence. As video advertising continues its upward trajectory, mastering its nuances can provide brands with a competitive edge in the market.

In this guide, we will dive deep into the rising significance of social media video ads, underscore their essential role in a robust marketing strategy, explore the pivotal platforms to utilize, and provide insights on crafting impactful video advertisements on these platforms.

Surge in paid social: why marketers can’t afford to miss out

The rise of social media advertising becomes evident when examining the profound impact of online and social video marketing. 

In 2023, the digital landscape paints a vivid picture: 

- People are dedicating an average of 17 hours weekly to online video consumption, and video content is 52% more likely to be shared by viewers than any other content type. 

- With a jaw-dropping 3.1 billion individuals consuming videos daily, it's no surprise that online videos are projected to constitute 82.5% of all web traffic by the end of the year. 

- A staggering 73% of these viewers consume short-form videos on their mobile devices, and 66% assert that short-form video stands out as the most engaging type of content, emphasizing the importance of mobile-optimized content. 

- Two-thirds of consumers have turned to videos as a means to familiarize themselves with a brand or product, underscoring the medium's educational potential. 

On the advertising front, marketers are keenly aware of this trend and are adjusting their strategies accordingly: 

- A remarkable 91% of marketers have incorporated video content into their 2023 plans. 

- Established platforms like Facebook and YouTube are leading the charge, with 86% and 90% of marketers respectively deploying videos on these channels. Meanwhile, emerging platforms such as TikTok are also gaining traction, with 35% of marketers tapping into its burgeoning user base. 

- Social video advertising is expected to reach $79.28 billion in 2024.

This shift in consumption and the subsequent advertiser response underscore the pivotal role of video in the evolving digital marketing landscape.

Crafting Stellar Videos: A Comprehensive Guide Across Top Platforms

In today's digital age, video content reigns supreme, captivating audiences across various social platforms and driving tangible results for brands. Whether you're a budding entrepreneur or a seasoned marketer, leveraging the potential of videos is no longer a choice but a necessity. While each platform - be it TikTok, Facebook, Instagram, or YouTube - has its unique characteristics and audience, certain foundational elements remain consistent across the board. This guide aims to demystify the art of crafting impactful videos, providing you a roadmap to navigate the digital landscape of these key platforms effectively.

Setting Objectives and KPIs

The cornerstone of any successful video campaign is clarity on its purpose. Ask yourself, is the video intended to catapult your brand into the limelight or to give a boost to your latest product's sales? Generally, objectives are categorized into awareness, consideration, conversion, or retention. It's essential to note that higher-funnel objectives like increasing awareness will typically focus on metrics like traffic (impressions) while lower-funnel objectives will focus on increasing KPIs like conversion rate.

Upper Funnel

The primary aim of upper-funnel campaigns is to increase brand visibility and recognition. At this stage, the audience may not be familiar with your brand, product, or service, making it vital to capture attention and leave a lasting impression.

- Broad Reach with Engaging Content: Given the objective is brand awareness, casting a wide net is beneficial. But equally crucial is ensuring the content is engaging, memorable, and resonates with viewers.

- Educational and Entertaining: Since the audience might be unfamiliar with your brand, offering value through educational or entertaining content can help foster positive associations. Think about explainer videos, behind-the-scenes glimpses, or light-hearted brand stories.

- Soft CTAs: The focus isn't directly on sales, so CTAs can be subtle, urging viewers to 'Learn More,' 'Discover,' or simply 'Visit Our Site.'

- Metrics to Monitor: Track metrics like video views, impressions, brand recall, and engagement rates like click-through rates to gauge the success of your upper-funnel video ads.

Lower Funnel

When delving into the lower-funnel, the audience has moved past the awareness stage. They are more informed and closer to making a decision. The emphasis shifts from mere visibility to encouraging concrete actions like making a purchase, signing up, or downloading an app.

- Detailed Product Showcases: Dive deeper into product specifications, benefits, and features. This is the stage where you can delve into the nitty-gritty, demonstrating why your product or service stands out.

- Testimonials & Reviews: Social proof is a powerful tool in driving conversions. Integrate genuine testimonials or reviews that address potential concerns and underscore the value of your offering.

- Compelling Offers & CTAs: Entice viewers with limited-time offers, discounts, or bonuses. The CTAs should be clear and direct, like 'Buy Now,' 'Sign Up Today,' or 'Grab Your Discount.'

- Retargeting: Utilize retargeting strategies to reconnect with viewers who have interacted with your brand before but haven't converted. By showcasing tailored content based on their previous interactions, you can nudge them closer to conversion.

- Metrics to Prioritize: Monitor conversion rates, click-through rates, ROAS (return on ad spend), and the cost per conversion to assess the impact of your lower-funnel video ads.

By understanding the distinct objectives and strategies of upper and lower-funnel video ads, brands can craft tailored campaigns that resonate with viewers at every stage of their journey, maximizing impact and ROI.

Identifying Target Audience

A message, no matter how beautifully crafted, loses its impact if not directed at the right audience. Dive deep into understanding the demographics, preferences, behaviors, and pain points of your target market. This ensures your content resonates, engages, and prompts desired actions.

Creative Elements

Crafting an impeccable video isn't solely about high-end equipment or cinematic visuals. It's the fusion of multiple elements that strike a chord with viewers. Here's a handy checklist:

- Hook: Commence with a bang! The initial few seconds should be so gripping that scrolling past becomes unthinkable.

- Pain: Address a genuine problem your target audience faces. This not only showcases empathy but also primes them for the solution - your product or service.

- Product Demo: Highlight the key features of your product, be it through an introduction, a feature walkthrough, or elaborating on its myriad benefits.

- Product Result: Showcase real-world applications or outcomes, illustrating the transformative power of your offering.

- Social Proof: Incorporate user-generated content or testimonials, lending credibility and trustworthiness to your claims.

- Wrap Up: Conclude with a succinct summary, reiterating the key points and, if applicable, any guarantees.

- Call to Action: Finally, guide your audience towards the next step, whether it's purchasing, subscribing, or simply exploring more.

In the subsequent sections, we'll dive deeper into the nuances of each platform - TikTok, Facebook, Instagram, and YouTube - equipping you with tailored strategies to amplify your video marketing endeavors.

Crafting Captivating Campaigns: Your TikTok Ads Playbook

TikTok, originally conceived as a platform for sharing short, engaging video clips, has rapidly morphed into a dominant player in the world of digital advertising. With its unique format and a user base that spans the globe, TikTok offers advertisers a fresh, dynamic arena to connect with consumers. Video ads on TikTok don't just offer visibility; they present an opportunity to interact with audiences in authentic, memorable ways, largely due to the platform's immersive and user-centric design.

One of the standout aspects of TikTok's advertising potential is how deeply integrated the platform is in its users' purchase decisions. A striking statistic reveals that 3 out of 4 TikTok users make the majority of their household purchase decisions directly on the app. This is a testament to the platform's influence and its capability to not just entertain, but also to inform and guide consumer choices.

Beyond mere exposure, TikTok provides brands with a unique avenue to collaborate with creators, who are often at the heart of the platform's most viral content. These collaborations aren't just about gaining eyeballs; they significantly enhance brand perception. According to recent data, creator-made branded content on TikTok has been found to bolster brand favorability by a notable 24%. This amplifies the message that authentic, relatable content resonates deeply with the TikTok audience, creating lasting impressions and fostering brand loyalty.

In summary, TikTok video ads present a compelling opportunity for brands. The platform's influence over purchasing decisions, combined with the undeniable power of creator collaborations, establishes TikTok as an essential tool in the modern advertiser's arsenal.

Tips and Tricks

- Conciseness is Key: Ensure your videos are short and engaging. The sweet spot for TikTok ads lies between 9-15 seconds. Anything longer risks losing the viewer's attention.

- Go Vertical: TikTok is optimized for vertical content. Always use the vertical video format to ensure your ads match the native look and feel of other content on the platform.

- Clear CTAs: Your call-to-action should be unambiguous and compelling. You want viewers to know exactly what the next steps are and be motivated to take them.

- Pricing Strategy: The TikTok community often leans towards younger audiences, primarily Gen-Z. As such, their buying power might be slightly lower than users on other platforms. It's advisable to pitch products at a more affordable price point. Ideally, keeping your product pricing within the $20-30 range can enhance conversions.

Remember, the key to a successful TikTok ad campaign lies in understanding the platform's audience. Keep your content authentic, engaging, and in line with the TikTok spirit, and you're bound to see positive results!

Let's pivot to explore a few exemplary brands that have mastered the art of TikTok advertising with flair and efficacy.

Kind Snacks

Renowned for their wholesome bars, Kind Snacks tapped into the immense popularity of creator Zach King to boost their TikTok presence. Recognizing the significance of captivating storytelling, they combined Zach's signature magic-themed content with their brand messaging. The resulting ads, all crafted to engage within the 30-second window, utilized clever narratives and visual tricks to highlight their products. But Kind Snacks didn't stop at just utilizing an influencer. They further amplified their campaign by encouraging TikTok users to craft their own content, using a specific hashtag. This ingenious move not only extended the reach of their campaign but also enriched their brand image through authentic user testimonials and engagement.


Olipop, a brand known for its health-centric sodas, recognized the value of genuine customer testimonials on TikTok. Instead of crafting polished, high-budget ads, Olipop leaned into User Generated Content (UGC). By partnering with a plethora of TikTok creators, they showcased their products organically—on store shelves, in homes, and through candid reviews. These creators offered genuine testimonials, sharing their love for Olipop drinks, and showing potential customers exactly where they could find them in stores. The authenticity of these ads, paired with the trustworthy voice of real consumers, greatly enhanced Olipop's relatability and appeal.

Stories, Streams, and Sales: Unwrapping Instagram Ad Strategies

Instagram, a visual storytelling powerhouse, has evolved into a dominant force in the realm of social media advertising. Its stellar rise as a platform resonates with a vast audience, offering brands an unparalleled opportunity to engage and convert. With a whopping 2 billion monthly active users, Instagram isn't merely a space for sharing aesthetic pictures or catching up with friends; it's a bustling marketplace where brands can weave narratives and foster deep connections. Given the staggering 80% uptick in the time users invest in watching videos, it's evident that video content on Instagram isn't just thriving; it's leading the charge.

This monumental shift towards video consumption aligns perfectly with the shopping habits of Instagram's users. An astounding 130 million users actively tap on shopping posts each month. This stat alone illuminates the platform's commercial dynamism and underscores the potential for brands to tap into a ready and receptive audience.

But what truly sets Instagram in a league of its own for advertisers is the versatile range of video ad placements it offers:

- Stories: This ephemeral format, vanishing in 24 hours, offers brands a unique full-screen canvas to craft immersive narratives. Perfect for flash sales, limited-time offers, or behind-the-scenes peeks, Stories captivate audiences in real-time, encouraging swift action.

- Feed: Nestled organically amongst user posts, video ads in the Feed benefit from prolonged visibility. They integrate effortlessly into the user's regular scrolling routine, granting brands the opportunity for deeper engagement, richer storytelling, and a broader call-to-action.

- IGTV: Pioneering the longer-form video content space on Instagram, IGTV is where brands can delve deep. From detailed product demos to influencer collaborations, IGTV is the avenue for comprehensive content that needs more than a fleeting moment.

- Explore: Often overlooked, the Explore section is a treasure trove for brands seeking new audiences. It's a curated space of discovery, ensuring video ads reach those potential customers who might not be following the brand but are in the ecosystem of related interests.

To encapsulate, Instagram's multifaceted video ad placements offer brands the flexibility and creativity to curate campaigns that resonate, engage, and convert. In the evolving tapestry of digital advertising, Instagram stands out, promising brands not just visibility but meaningful, sustained engagement. With such compelling figures and diverse ad avenues, it's no wonder that Instagram is fast becoming the first choice for brands aiming for impactful digital storytelling.

Tips and Tricks

- Utilize Instagram's 'A/B testing' to see which version of your ad performs better.

- Consider incorporating user-generated content, as it often appears more authentic and can resonate better with audiences. For more tips on how to leverage UGC, read here.

- Engage with comments on your ad. It boosts engagement and shows responsiveness.

By meticulously following these steps and continually refining your approach based on performance data, you can create impactful Instagram video ad campaigns that resonate with your audience and meet your objectives.

Shifting our focus, let's dive into some standout brands that have seamlessly harnessed the power of Instagram ads.

Magic Spoon Cereal

Magic Spoon Cereal has effectively harnessed Instagram's video capabilities to boost brand visibility and engagement. They've ingeniously tapped into User Generated Content (UGC) via Instagram Reels, showcasing real consumers enjoying their seasonal flavors. This authentic approach not only showcases the product in a relatable manner but also broadens their reach as users share their experiences.

Liquid Death

Liquid Death, known for its bold branding and equally audacious marketing strategies, has masterfully employed Instagram's video functionalities to further its distinct brand image. The company's decision to capitalize on User Generated Content (UGC) in their Reels offers a fresh, unfiltered connection with their audience, while simultaneously communicating their brand values in a light-hearted manner. In a market saturated with conventional advertising, Liquid Death stands out by choosing humor as its weapon, partnering with influencers to bring comedic takes on the brand's edgy image. These genuine, spontaneous moments don't just entertain; they form an authentic bond with viewers. Potential customers get a taste of the brand's persona, not through scripted ads, but from fellow consumers who enjoy the product and its unique branding. 

Navigating the Facebook Video Landscape

In the ever-evolving landscape of social media, Facebook remains an indomitable force. As the world's leading social media platform, it offers unparalleled reach and engagement opportunities for brands looking to connect with their target audience. One of the most compelling tools in Facebook's arsenal is its video ad capabilities. These ads have transformed the way brands communicate with users, providing richer, more engaging content than traditional text-based posts.

The statistics speak for themselves. Native videos on Facebook have a staggering 10x more reach than shared YouTube links. This means that original video content posted directly on the platform has the potential to resonate with a significantly larger audience than shared external links. But the benefits don't end there. Facebook native videos also boast an impressive 478% more shares compared to videos from other platforms. This virality factor ensures that your content doesn't just reach your immediate followers but gets amplified to their networks as well, exponentially increasing visibility.

Advertisers can position their content in a variety of ways - from the main News Feed to Stories, from in-stream ads in longer videos to the newer video-centric Watch platform. This versatility ensures that brands can tailor their content to fit the viewing preferences of their audience, optimizing engagement and conversion rates.

Facebook's dominance in the social media realm combined with its potent video capabilities presents a golden opportunity for brands. By leveraging native videos and the myriad of placement options available, businesses can craft dynamic campaigns that resonate deeply with their audience, driving both brand awareness and conversion.

Tips and Tricks

- Attention-grabbing Start: The initial few seconds are crucial. Make them captivating to reduce scroll-bys.

- Optimize for Mute: Many users watch videos without sound. Use captions or make sure your message gets across even without audio.

- Test Variants: Create different versions of your ad to see which one performs best. This A/B testing can offer insights into audience preferences.

By following this guide, you'll be well-equipped to craft effective video ad campaigns on Facebook, engaging your audience and achieving your marketing objectives.

Moving over to the social media giant, let's explore a few brands that have mastered the art of Facebook video advertising.


Oreo, a brand synonymous with innovative marketing, has astutely harnessed the power of Facebook video ads to accentuate its seasonal campaigns, especially during the Halloween season. Recognizing the platform's massive reach and the ability to tap into trending content forms, Oreo crafts captivating video campaigns that resonate with the festive mood. One such trend they've adeptly incorporated is the "unboxing videos," which have gained immense popularity across social media. In these videos, Oreo unveils their special Halloween-themed cookies, generating anticipation and excitement among viewers. The unboxing not only showcases the product but also creates an experience, drawing viewers into the joy of discovering what's inside. By merging the allure of seasonal celebration with trending video formats, Oreo ensures that its brand remains top-of-mind during key festive moments, fostering both engagement and sales.

For more tips on how to leverage holiday/seasonal marketing, visit here

Hidden Valley Ranch

Hidden Valley Ranch leveraged Facebook to promote their latest product offering. Collaborating with the esteemed restaurateur Stephanie Izard, they've elevated their advertising game to a new pinnacle. Stephanie Izard masterfully showcases how to incorporate the new ranch chili oil product into a variety of enticing recipes. It's more than just an advertisement—it's a culinary tutorial that underscores the product's versatility. As audiences watch the blend of Hidden Valley's new offering with Izard's culinary prowess, they're not only informed about the product but are also inspired to try it in their own kitchens. This blend of product promotion with actionable content illustrates Hidden Valley Ranch's forward-thinking approach to leveraging Facebook video ads for effective product launches.

YouTube: Unraveling the Power of Short-Form Content

In today's rapidly evolving digital landscape, YouTube stands out not just as a video-sharing platform but as a formidable advertising powerhouse. With the advent of YouTube Shorts, the platform's answer to the short-form video trend, YouTube has once again demonstrated its prowess in understanding viewer preferences and behavior. A testament to its skyrocketing popularity, YouTube Shorts has amassed an astounding 50 billion daily views. Moreover, with a staggering 1.5 billion viewers tuning in each month, advertisers have an unparalleled opportunity to tap into a vast and engaged audience.

But the benefits of YouTube advertising don't stop at sheer numbers. YouTube has always been a platform where content is king, and with Shorts, this mantra is only reinforced. Recognizing the potential for advertisers, YouTube has recently introduced 'YouTube Select' to Shorts. This innovative feature offers a targeting solution that's nothing short of revolutionary. With YouTube Select, advertisers can meticulously pick out content packages tailored to their brand's ethos and target audience. This means that brands can now present their ads alongside short-form videos that are not only popular but also contextually relevant. It's a win-win; viewers get ads that resonate with the content they're consuming, and advertisers achieve higher engagement and conversion rates.

Furthermore, the diverse placements available on YouTube, from skippable and non-skippable video ads to bumper ads and display ads, ensure that brands can choose the format that aligns best with their advertising objectives. Whether it's building brand awareness, driving website traffic, or boosting product sales, YouTube's varied ad placements cater to a myriad of marketing goals.

In essence, YouTube, with its blend of expansive reach, precision targeting, and versatile ad placements, offers brands an advertising experience that is both efficient and effective. And with the continuous evolution of features like YouTube Select for Shorts, advertisers can be assured of staying ahead in the dynamic world of digital marketing.

Tips and Tricks

- Engaging Content is King: While this might seem obvious, the first few seconds of your video are crucial. Viewers decide in this short span whether they'll watch your ad or skip it. Use engaging visuals, strong messages, or intriguing questions to grab their attention immediately.

- Optimize for Mobile: With a significant portion of YouTube views coming from mobile devices, ensure your video ad looks great on smaller screens. Clear visuals and audible sound are a must.

- Leverage YouTube SEO: Just like with regular videos, ensure your ad videos are discoverable. Use relevant keywords in your video titles, descriptions, and tags.

- Consider Viewer Retention: It's not just about getting views but retaining those viewers. Aim for higher retention rates by ensuring your content is relevant and engaging throughout the ad's duration.

Remember, successful YouTube advertising is as much about understanding your audience as it is about compelling content. Continuously analyze, refine, and iterate based on performance data to get the best results from your campaigns.

Shifting our focus to the world's largest video platform, let's dive into examples of brands making waves with YouTube ad campaigns.


Kerrygold, a renowned butter and dairy brand, has astutely tapped into the influencer-driven digital ecosystem by partnering with the celebrated chef Molly Baz on YouTube. Recognizing the expansive reach and dedicated following of Molly's YouTube channel, Kerrygold aims to drive sales of their products through engaging cooking demonstrations and recipes. This collaboration not only showcases the versatility and premium quality of Kerrygold's offerings but also resonates authentically with viewers, given Molly's credibility in the culinary world. Through this strategic alliance, Kerrygold seamlessly merges traditional product promotion with modern influencer marketing, enhancing their brand presence and customer engagement on the YouTube platform.


Snickers, with its keen understanding of audience segmentation, has brilliantly tapped into the YouTube advertising platform by targeting fans of the hit show "Hot Ones." Recognizing the connection between the show's audience, who revel in the world of spicy sauces and wings, and the widely popular activity of consuming these treats during football games, Snickers leveraged this overlap to promote their sponsorship of the NFL. By zeroing in on this specific audience overlap, the brand effectively demonstrates the power of finely-tuned targeting. Snickers' move epitomizes the art of aligning brand messages with seemingly distinct interests, showcasing how companies can weave intricate connections to amplify their marketing efforts and resonate deeply with their desired audience.

To wrap up, in today's dynamic digital landscape, videos have emerged as a paramount medium, rapidly redefining the contours of marketing and advertising. The decline of traditional advertising has heralded a new era, prompting brands to pivot towards social media platforms as their preferred advertising arena. As statistics reveal, video marketing is not just a trend but an imperative, with a significant surge in online video consumption and a pronounced inclination towards video content by marketers across various platforms. This article equipped readers with insights on creating compelling short-form video campaigns, delving into the intricacies of platforms like TikTok, Facebook, Instagram, and YouTube. Every platform offers unique benefits and challenges, and understanding each one's nuances is essential for optimized campaign performance. In this digital age, a meticulously crafted video strategy is indispensable for brands seeking impactful reach and engagement. For those looking to harness the power of influencer or UGC video campaigns, Crafted is your go-to marketing platform, dedicated to helping brands achieve retail success through short-form video. For further assistance and collaboration opportunities, please reach out to us at

Oct 24, 2023
Social Media
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