Video is the dominant format across every DTC channel — TikTok, Meta, YouTube, product pages, email. We produce video creative for DTC brands at every level: UGC-style mobile video, studio production, AI-assisted video and performance creative optimised for each platform's algorithm.
UGC-style, mobile-shot video consistently outperforms polished studio production on TikTok and Meta for DTC. The native, authentic look converts better because it does not look like an ad. For YouTube and brand awareness, higher-production video is more appropriate. Format depends on platform, audience and campaign objective.
TikTok and Instagram Reels: 15–30 seconds for performance, 30–60 seconds for product education. Meta feed: 15–30 seconds. YouTube pre-roll (skippable): first 5 seconds must hook, 30–60 seconds total. YouTube non-skippable: 15–20 seconds. YouTube mid-roll: can be longer for engaged audiences.
The first 2–3 seconds must earn the next 2–3 seconds of attention. Strong hooks: visual contrast (before vs after), pattern interruption (unexpected first frame), direct problem statement ('if you have X problem'), social proof statement ('50,000 people love this'), or bold claim ('the only product that does X').
Brands spending £10,000+/month on paid social should produce 8–15 new video ads per month to stay ahead of creative fatigue. Brands at £5,000/month need 4–8 new pieces. An 'always on' creative testing programme means at least one new concept in testing at all times.
AI video production (HeyGen, ElevenLabs, Runway) is ready for product demos, multilingual localisation and scaled content production. For hero brand campaigns and emotionally resonant storytelling, human production still outperforms. The right approach is using AI for scaled content volume and human production for hero creative.
Book a free creative strategy session and design your video production programme.