i just send in 20 seconds of raw footage (without sound, probebly should have included that 😬) it specifies that they like you to edit the footage as less as possible.
It is up to you, but memes are not culturally universal. You are speaking to a worldwide audience, not just a specific country. Your CPI might be higher in a specific market with a meme, and lower with the same meme in many other markets. If you want to add something experimental, try live video in the first 2 seconds.
