Aura Beauty’s 2026 Vertical Video ROAS Strategy

The rise of short-form content has made understanding vertical video best practices non-negotiable for modern marketers. But what truly separates a scrolling thumb-stopper from just another ad in the feed? We’re going to tear down a recent campaign to show you exactly how we cracked the code for a beauty brand, proving that authentic, native vertical content drives real results.

Campaign Teardown: “Glow Up Your Routine” for Aura Beauty

Last year, we partnered with Aura Beauty, a direct-to-consumer skincare brand targeting Gen Z and young millennials, to launch their new serum. Our goal was ambitious: drive significant trial subscriptions while maintaining a healthy cost per lead (CPL) and return on ad spend (ROAS). This wasn’t about brand awareness; it was about conversion.

Campaign Overview:

• Client: Aura Beauty
• Product: “Radiant Boost” Serum (Trial Subscription)
• Platform Focus: TikTok, Instagram Reels
• Campaign Duration: 8 weeks (September 1 – October 27, 2025)
• Total Budget: $60,000
• Key Objectives: Generate trial subscriptions, achieve CPL < $10, ROAS > 2.5x

Strategy: Authenticity Over Polish

Our core strategy was simple: embrace the native feel of vertical video platforms. This meant absolutely no repurposed horizontal ads. We believed that users on TikTok and Reels are highly attuned to content that feels “advertorial” versus “organic.” Our approach hinged on user-generated content (UGC) style ads and direct-to-camera testimonials, moving away from high-production studio shots. We also committed to rapid iteration and A/B testing, understanding that what resonates one week might fall flat the next.

I had a client last year who insisted on using their TV commercial cut-downs for Reels. The results were abysmal. The average watch time was under two seconds, and their CPL was three times higher than our benchmark. It was a stark reminder that context is everything.

Creative Approach: The Hook is King

We developed three primary creative angles, each with multiple variations:

1. Problem/Solution: “Tired of dull skin? Watch this.” followed by a quick demonstration of the serum’s effect.
2. Educational/Benefit-Driven: “The one ingredient your skin is missing…” explaining the serum’s key active component.
3. Testimonial/Review: Authentic-looking individuals (not paid actors) sharing their personal “glow up” stories.

For each angle, we shot at least five distinct hooks in the first 3 seconds. Why so many? Because the scroll-stopping power of that initial moment dictates everything. If you don’t grab them immediately, they’re gone. We also ensured all creative included clear, concise calls-to-action (CTAs) like “Tap to try now” or “Claim your free sample.” We used in-platform text overlays and trending audio where appropriate, meticulously avoiding copyrighted music unless we had explicit licensing.

Creative Metrics Snapshot (Initial 2 Weeks):

This initial data immediately showed us that the testimonial approach was the clear winner. Users responded best to authentic social proof.

Targeting: Letting the Algorithm Work

For targeting, we employed a “broad + creative” strategy. Instead of hyper-segmenting audiences with dozens of interest groups, we started with broader demographic targeting (e.g., women 18-34 in the US) and relied heavily on the platforms’ algorithms to find the right users based on creative engagement. We also created lookalike audiences from Aura Beauty’s existing customer list and website visitors.

We ran separate ad sets for TikTok In-Feed Ads and Instagram Reels Ads, optimizing for “Conversions” (trial subscription complete). For TikTok, we utilized the “Targeting Expansion” feature, which allows the platform to explore beyond your initial audience settings if it finds better-performing segments. This feature, when paired with strong creative, can be a game-changer.

What Worked: The Power of Real People

The testimonial creative angle outperformed all others consistently. The videos that looked least like traditional ads – shot on phones, slightly imperfect, featuring diverse individuals speaking genuinely – drove the highest engagement and conversions. We saw an average CTR of 1.3% on these top-performing testimonial ads. The average completion rate (watching 100% of the 15-second video) for these ads was 45%, significantly higher than the 28% for more polished content.

One specific ad, featuring a young woman in her bathroom showing her “before and after” skin, achieved a staggering CPL of $7.80 and a ROAS of 3.5x. This particular ad used trending audio and a text overlay that read, “My secret to clear skin? It’s literally THIS serum. #skincaretips.” The key was the relatable, unscripted feel.

Optimization Step: We paused all underperforming creative (those with CPLs above $12 after 1,000 impressions) and reallocated 70% of the budget to the top 3 testimonial variations. We then created new variations of these winning ads, testing minor tweaks to the CTA and video length (e.g., 10-second vs. 15-second versions).

What Didn’t Work: Over-Production and Generic CTAs

Any creative that felt too “produced” – with professional lighting, studio backdrops, or overly scripted dialogue – bombed. Users scrolled past these almost instantly. We also found that generic CTAs like “Learn More” performed significantly worse than direct, benefit-driven ones like “Get Your Trial” or “Shop Now & Save.”

Another learning point was the importance of sound. Running ads with no sound or generic background music that wasn’t trending on the platform resulted in lower engagement. People consume vertical video with sound on, and if your audio isn’t compelling or relevant, you’re missing a massive opportunity. We made sure to use the Instagram Reels trends and TikTok’s commercial sound library features extensively.

Optimization Steps Taken: Iteration is Key

1. Aggressive A/B Testing of Hooks: We continuously tested new opening hooks (the first 1-3 seconds) for our top-performing creative. We’d launch 3-5 new hooks daily, pausing the lowest performers within 24-48 hours.
2. Dynamic Creative Optimization (DCO): We heavily utilized Meta’s Dynamic Creative Optimization feature, which allowed the platform to automatically combine different creative assets (videos, text, CTAs) to find the best combinations. This saved us immense time and accelerated learning.
3. Audience Refinement: While we started broad, we did refine our lookalike audiences based on video viewers and engaged users, not just website visitors. This helped us find more people who were already interacting with similar content.
4. Negative Feedback Monitoring: We closely monitored comment sections for negative sentiment. If an ad consistently received comments about being “fake” or “misleading,” we’d pause it immediately, even if initial metrics looked okay. Maintaining brand trust is paramount.

Final Campaign Metrics (End of 8 Weeks):

We exceeded our CPL and ROAS goals, primarily due to the relentless focus on native vertical creative and continuous optimization based on real-time performance. The key takeaway here is that vertical video isn’t just a format; it’s a distinct content ecosystem. You can’t treat it like a repurposed TV spot. You need to understand the platform’s nuances, the user’s expectations, and be willing to experiment constantly. My advice? Spend less on production and more on testing.

To be honest, I initially underestimated how much a simple phone video could outperform a professionally shot ad. It goes against years of traditional advertising wisdom. But the data doesn’t lie: raw, authentic content resonates far more deeply with these audiences. If you’re not getting uncomfortable with how unpolished your vertical video looks, you’re probably doing it wrong.

Our success with Aura Beauty underscores a critical shift: the best vertical video best practices prioritize authenticity and rapid experimentation over high-gloss production. Embrace the platform’s native feel, test aggressively, and listen to your audience; that’s how you’ll truly connect and convert.