You may be asking, how do I choose a backdrop for video funnels based on which ad creatives I'm testing with? Generally the purchase journeys we see drive the best conversions are either:
Static ads that drive consumers to UGC, or a branded social proof video as the backdrop of a video funnel
A UGC video ad that drives consumers to the same UGC video OR a produced testimonial mashup / informational video about the product as the backdrop of a video funnel
We strongly recommend you avoid using a singular creator's UGC creative that directs to a video funnel featuring a different person. This creates a broken customer journey experience.
Video Specifics
Video Size: 9x16. Ensure your background is a high-quality video.
Length of Video: No more than 30-45 seconds
Captions or Voice Over: Both is best
Sound: Music or voice overlays are encouraged. If doing a voice overlay, include captions and/or text overlays.
Captions: If text is included, ensure it’s at the center of the screen - to avoid it getting obfuscated by headers & product cards on the funnel. You can use this guide as a reference.
Video Funnels Examples
Here are a few performative video funnels you can draw inspiration from: