It is the platform most brands here start with, and the one where the same video has to work in two feeds at once.
One account, two audiences
That is the local particularity, and it is settled in the edit.
The country watches in two languages, and one post can reach both. A video entirely spoken in one language therefore loses half the potential audience.
Three solutions, in order of effectiveness. Two spoken versions, shot back to back with the same setting and the same light. One spoken version and one subtitled, bearing in mind that a subtitle does not replace a voice for an audience that has the choice. Or a video built on the gesture, where text carries the information and can be swapped in five minutes.
The obligations applicable to the language of commercial communication depend on the medium and on your situation, and are checked with a lawyer before publication.
Precise beats polished
That is the point that surprises teams coming from classic advertising.
In this feed, production value no longer differentiates anything: everybody can make a beautiful image. What distinguishes a video is the precision of the information: an exact figure, a real duration, a verifiable comparison, a detail a catalogue does not give.
A polished, vague video reads as an advert. An ordinary, precise video reads as advice.
The simplest place to test a hook
It is the most profitable use of the platform, and it is free.
Post the same video with three different opening sentences, a few days apart. The body does not change, only the opening does.
In a week you get what a paid test spends a budget to discover: which wording holds the attention of your specific audience.
Two rules to keep the test readable. Change only one thing at a time. And keep the conditions identical: same light, same sound, same posting hour.
The same file can go into advertising
Provided it was planned at the shoot.
A video published organically can be pushed as paid advertising, which multiplies its reach with no new production. But that requires three things: written rights covering paid distribution, a master with no burnt-in text, and framing that leaves the top and bottom bands free for the interface.
Those three points are decided beforehand, not when the video works. That is the most frequent reason a good video cannot be amplified.
What to look at
Three indicators, and none of them is the view count.
The share of people watching beyond the first three seconds, which judges the hook.
Saves and shares, which measure real usefulness rather than approval.
And the messages received after the post, which are the only immediate commercial signal.
A much-watched video producing neither saves nor messages has entertained an audience, which is not what the brand bought.
What the format expects, second by second
| Moment | What must happen | Common mistake |
|---|---|---|
| Before the first second | Movement in the frame | A static, silent shot |
| Second 2 | The text announcing the subject | A decorative title |
| Last second | A reason to watch again | A full-screen logo |
What is prepared for the loop
End on a frame close to the opening shot. The video restarts with no break, and cumulative watch time climbs without changing the content.
What is checked before posting
The area covered by the interface, the readability of text on a small screen, and the presence of the ad disclosure when the video is sponsored.
What the brand must supply
Four elements, otherwise the video will be imprecise.
The list of authorised claims, with their wording.
The mandatory disclosures and their placement, bearing in mind that identifying the commercial nature depends on your situation and is checked with a lawyer.
The expected formats, specifying whether a version for advertising is needed.
And the languages, with the person approving each. Without that last point, the second version waits three weeks, and the campaign launches limping.
Sources
Checked on 4 September 2026. Thresholds and rates change: where this guide and the official source disagree, the official source is right.
