COVID-19 Impact on Video Creative & Performance

The COVID-19 pandemic rapidly changed consumer purchasing behavior, impacted ad budgets, and altered the creative brands produce. QuickFrame is utilizing its Video Intelligence technology to uncover advertisers' ongoing respond to the global health crisis and what is driving performance to guide you as you evolve your strategies. This site contains just a sample of our analysis, looking at three video attributes—people, number of people, and animation.

Overall Spend & Performance Trends

The Main Idea:

Brands reduced budgets in May after a surge in April and are facing increasingly expensive media landscape. However, the smartest advertisers are able to optimize campaigns effectively and drive improving results.

Note: Data for following charts is from all advertisers but filtered for those optimizing for conversions or DR initiatives (app installs).

Average CPMs

CPMs are down 12% for Facebook and up 18% Instagram from the week of 3/9 to the week of 5/25. CPMs hit their low the week of 3/16 and have since been rising approximately 8% WoW.

CPMs & Spend

Average spend was down 19.5% from the week of 3/2 to the week of 3/23, but as advertisers that saw success in the current atmosphere scaled, overall spend increased 121% between the weeks of 3/16 and 4/20. Spend has subsequently decreased from the end of April to end of May netting out to a 26% decrease from the weeks of 3/9 to 5/25.

CPMs & Impressions

Lower CPMs coupled with increased average spend resulted in a 73% increase in average impressions from the weeks of 3/16 to 4/20. As CPMs have increased since end of April and spend decreased, impressions have dropped.

CPM & CTR

After a decrease in CTR at the end of March, advertisers have optimized towards the new atmosphere and CTR has seen a subsequent increase of 30% from the end of March to the end of April. With the 14% pull back in spend, CTR has increased at the same rate.

People vs. NO PEOPLE Trends

The Main Idea:

At the outbreak of the pandemic, brands initially scaled back running ads with people, but that trend has been reversed over April and May as live action production has become easier to accommodate in states that are reopening. Videos without people, however, are still seeing the best CVRs.

Note: Data for following charts is from isolated advertisers that have maintained or increased spend pre- and post-COVID-19, enabling us to view top trends

Frequency of Usage

Brands initially scaled back on videos containing people, however since the end of April videos without people have decreased in use by 50%.

Spend

Videos featuring people initially saw a steep increase in average spend (in-line with the rate at which spend increased overall). From the end of March to the end of April, however, spend on videos featuring people decreased 12% faster than the average. Since the end of April, videos with people have seen a 33% decrease in average spend and videos without people have had a 52% decrease.

CVR

Overall CVR has dropped 11% from the end of April to end of May, and videos with people are following a similar trend. Videos without people saw a 19% increase in conversion rate but this was likely due to pulling back spend by 52%.

Number of people Trends

The Main Idea:

While brands may be back to running more videos with people, they are focused on videos with just 1 person (perhaps driven by social distancing guidelines). These 1-person videos, however, are not seeing improved CVR. Instead, it's videos without people that have seen the biggest increase in CVR during the pandemic.

Note: Data for following charts is from isolated advertisers that have maintained or increased spend pre- and post-COVID-19, enabling us to view top trends

Frequency of Usage

From March to April, videos containing 3+ people saw the largest decrease in usage, while videos containing 2 people or no people have seen the largest increase. However, since the end of April, only videos with one person have increased in use.

Spend

From March to April, videos containing 2 people and no people saw an increase in usage, however, videos without people scaled spend 2x faster than the scale in usage, compared to an equal scale in spend and usage for videos containing 2 people. Since the end of April, all people counts have seen a decrease in average spend with videos with one person seeing the lowest decrease.

CVR

Videos without people have seen the largest increase in CVR, even at the same % use and spend as videos with 2 people which saw CVR stay relatively flat. Videos with one person have seen a flat conversion rate even with the significant increase in usage.

Animation Trends

The Main Idea:

Brands continue to lean on partially animated videos, likely reflecting the reliance upon post production during this time. And this strategy is paying off—the CVRs of partially and fully animated videos have stayed the strongest across the month of May.

Visual Legend:

Fully Animated

Partially Animated

Not Animated

Note: Data for following charts is from isolated advertisers that have maintained or increased spend pre- and post-COVID-19, enabling us to view top trends

Frequency of Usage

Fully animated videos saw an initial 38% increase in usage since the end of March to the mid-April, while videos with no animation have seen a decline, and the usage of partially animated videos has remained mostly stagnant. Since then, the use of partially animated videos have seen the largest increase in use, 10% from mid-March to end of May, while fully animated and not animated videos have both decreased in use.

Spend

From the end of April to the end of May, non-animated content has seen the largest pull back in investment—a 54% decrease, 2.7x higher than the average.

CVR

Videos with no animation have seen the largest drop in CVR from end of April to end of May, even with the drop in use and drop in spend. Partially animated and fully animated content have seen reduced CVR similar to the average trend.

Want to Learn More?

QuickFrame's Video Intelligence technology reveals what drives performance for your brand in particular, what video trends you should be paying attention to, and what competitors are doing on different platforms.

Contact us to learn more!