Meta is temporarily pausing delivery of CPV in the Feed Carousel placements to focus on developing important improvements and enhance its performance. Dynamic Media ads will continue showing images on these placements. This is part of their efforts to improve CPV outcomes across all placements. The new primary placements are Reels and Stories, which use a 9:16 vertical format.
What does this mean for you?
CPVs will no longer be served in IG/FB Feed Carousels (temporarily)
You can still run CPV using 9:16 video formats in Stories and Reels, or 4:5 video format in Single Image Placement
You can still use Image Templates to differentiate yourself in Feed Carousels
Recommended Next Steps:
Switch your CPV focus to 9:16 creatives – Leverage Stories and Reels for better reach and performance.
Consider 4:5 single-image placements for added visibility.
How to leverage 9:16 placement to the max?
The vertical 9:16 format fully utilizes the mobile screen, making it ideal for engaging, immersive content.
According to the public Meta study, campaigns utilizing CPV on Reels achieved on average 33% higher conversions than the ones that did not.
3 steps to the perfect 9:16 CPV template
According to Best Practices, we suggests structuring your 9:16 videos with a three-part flow:
Beginning: Hook on Native Content
Grab attention in the first few seconds using familiar, relatable content.
This could include influencer clips, already existing social media reels, or branded intros.
Middle: Show the Product
Ensure the product is visible and clearly explained.
Showcase product details or special offers related to the product
Conclusion: Brand and CTA
End with a strong brand moment and a clear call to action.
Keep the message simple and visually appealing.
Success with high-quality 9:16
Our client Fashion Days, tested a high-quality 9:16 template according to these best practices with a 13% Meta ROAS Uplift. Read more here.
