What is Dynamic Ranking?
Dynamic Ranking is the performance algorithm inside Hue's Video Merchandising Engine. It scores every video in your library daily using live conversion data, then automatically surfaces the highest-performing content in every placement across your site and retailer surfaces. One algorithm. Zero manual work. Conversion goes up.
If you're a performance marketer, think Meta Advantage+ or Performance Max — built for video commerce. If you own brand.com conversion, think of the manual placement cycle disappearing entirely. Same library, same team, materially higher output.
The problem: video placements shouldn't be decided by a human every week
Before Dynamic Ranking, video placements on site were set manually and rarely revisited. Every week meant opening the dashboard, scanning underperformers, deciding what to swap, briefing the change, and starting over. By the time a swap went live, customer behavior had already shifted.
The highest-converting video was often buried three pages deep. Nobody had time to find it — the algorithm does, every day.
The video that would have converted last week sat in the wrong slot. Dynamic Ranking reranks daily, so placements never lag the data.
Performance marketing already solved this. Advantage+ and Performance Max find winning creative automatically. On-site video was the last surface still managed by hand.
How Dynamic Ranking works
Scores every video daily. A weighted performance formula prioritizes purchase signals — purchases, add-to-cart, watch time, video plays — so shoppers who buy after watching count far more than shoppers who tap play.
Maximizes every placement. The highest-scoring video for each slot gets surfaced, continuously, across brand.com and retailer sites.
80/20 exploit and explore. 80% of slots run proven top performers; 20% stay open for the algorithm to test new winners — the same balance ad systems use.
Shopper filters always win. If a shopper filters by shade or size, that overrides algorithm output. Personalization first, optimization second.
Full transparency in the portal. Every video's AI Content Score is visible, so teams can see why one video is beating another — and use that intelligence to brief better content.
The AI Content Score: from placement decision to creative brief
At the heart of Dynamic Ranking is the AI Content Score. It's the algorithm's daily answer to a simple question: if this video were in the slot, would shoppers convert? The score tells you which video to surface — but more importantly, it tells you what to create next.
What brands are already learning from the score
Exa (lip): shade-range demos scored 3× higher than single-model content. The team rewrote creator briefs around inclusive shade demonstrations. Two brief cycles later, average scores across the lip collection climbed materially.
Crown Affair (hair): result-first tutorials beat editorial by 40%. Beautiful editorial ranked mid-table; tutorials that showed the finished look in the first five seconds won. The score made the next brief obvious.
That's the compounding advantage: Dynamic Ranking is optimizing placements today and simultaneously teaching the rest of the Hue platform — content scoring, briefing, sourcing — what converts for your brand.
Early results
Across A/B tests run in April 2026, brands that activated Dynamic Ranking delivered an average +41% lift in video conversions and +34% CVR versus manually managed control placements. Laura Mercier saw +128% video conversions. Tata Harper posted +38% conversions and +42% CVR. Half Magic delivered +31% and +17%.
Teams describe a version of video merchandising that feels nothing like what came before. Not a faster workflow — the absence of the workflow entirely.
Available now
Dynamic Ranking is available today to all Hue customers as part of Hue Intelligence, inside the Video Merchandising modules. It's included in the standard platform fee — no add-on, no professional-services SKU. Existing customers can activate it directly from the Hue Client Portal.
Performance marketers have had Meta Advantage+ for years. Dynamic Ranking brings that same continuous-optimization logic to video commerce — and gives ecomm teams the hours back that manual placement was quietly costing them.
