You’ve probably heard the buzz about short-form videos in digital advertising for a while now, especially in the context of the TikTok phenomenon. If you haven’t adapted to this trend, you’re missing out on a key opportunity.
Venturing into TikTok content and ads can be daunting – this is where Reels come into the picture as a more accessible alternative, especially for advertisers already leveraging Meta platforms. Reels ads fit in seamlessly with Meta campaigns, and if you use Advantage+ placements, chances are you’re already running Reels ads. But let’s dive deeper to understand how and why you should make the most of Reels in your ad creative mix.
Short-form is Here to Stay
The world of media consumption is shifting, and short-form videos are at the forefront of this transformation. This trend isn’t just a passing fad; as we look to the future, it’s clear that video content is set to dominate our screens. A projected 82% of media consumed will be in the form of video, with short-form videos accounting for 52% of this total.
When it comes to Reels on Meta, the numbers are staggering: 190 billion Reels are viewed daily across the globe, with over 2 billion Reels shared every day. These short, snappy videos have a unique power to captivate and hold the fleeting attention spans of today’s digital audience.
Build Specifically for Reels
When we advocate for including Reels in your marketing mix, it requires more than resizing your existing videos. This won’t unlock the full potential of Reels ads. Instead, build content tailored to the Reels channel: utilise native formats, overlays, and audio. Really tap into what Reels are, and like Meta says, “speak the language of Reels”. Meta reports reveal that Reels ads designed to emulate organic Reels achieved a remarkable 51% improvement in CPA compared to conventional ads running in Reels placements.
Organic Reels Win Out
We’ve seen this firsthand – in a test with one of our clients, we compared two Reels. One followed a Reels-style hook with organic text overlays, while the other took a more brand-oriented approach, highlighting benefits. The results were striking. The Reel with an organic style approach exhibited a 60% lower CPA, highlighting the power of crafting content that aligns with the Reels format.
For your next campaign, consider incorporating organic-style Reels alongside your other creatives. It’s an opportunity to tap into the unique appeal of Reels and drive even better results for your marketing efforts.
Embrace Reels & Don’t Get Left Behind
With so many brands already reaping the benefits of short-form content, don’t get left behind. Reels on Meta platforms offer an accessible gateway into the world of short-form video advertising. Embrace Reels, build ads tailored for this format, run them alongside your usual campaigns and get the most out of the short-form video era.
If you need help with your Reel strategy, ideation, or creation get in touch with us here.
