Paid advertising built on content that works

At Formi, paid advertising means taking content that works organically and scaling it with a media budget on Meta and TikTok. We don't make ads from scratch; we use content that has already proven itself. Advertising and content production are bought from us as one package, and the price is built around the amount of content, the channels and the media budget. The media budget is a separate cost on top, paid directly to the platforms.

Why advertising should be built on organic content

The usual order is backwards. Typically an ad is made, money is put behind it and everyone hopes. If the ad doesn't work, the money has already been spent on testing.

Organic content is a free testing lab. When we publish 10–16 videos a month, we see without any media budget which hook stops the scroll, which message lands and which format works. Only then do we put money behind what has already won.

This is why we sell content and advertising as one package. Bought separately, both work worse.

What paid advertising includes

• Ad versions. Separate ad cuts are made from the organic content, built specifically for advertising use.
• Campaign structure. Targeting, budget allocation and the testing set-up.
• Optimisation. Continuous pruning and scaling based on what delivers.
• Reporting. A monthly analysis where advertising and organic are reviewed together.

What paid advertising costs

Advertising always has two separate costs, and it pays to keep them apart:

Cost	Paid to	How it's determined
Management and content	Formi	a fixed monthly price, agreed based on the amount of content and the channels
Media budget	Meta, TikTok	separate, the client's own, paid directly to the platforms

The management fee is agreed based on the media budget and the overall scope. We take no hidden commission on the media budget. The more content is produced in the same month, the lower the price of a single video, because the shoot days are used more efficiently.

The right size of media budget depends on the goal and the margin. A small budget with good content almost always performs better than a large budget with poor content, because the platforms reward content that people watch to the end.

When not to start paid advertising

If there is no organic content yet at all, advertising is an expensive way to test. In that case it's better to start with content production alone, gather a few months of data on what works, and only then open up the media budget.

If, on the other hand, there is already plenty of content and something has clearly worked, advertising is the fastest way to get more out of it.

Next step

Book a short meeting. We'll go through whether you already have content worth building advertising on, and what a sensible starting level for the media budget would be.

See also: short-form video for businesses and social media marketing for businesses.