Social media platforms are on the radar of every marketing professional. Brands not only can hyper-segment consumers using social media data to understand exactly the demographic profile, but also can easily reach and expand any audience worldwide. Additionally, companies can track ROI, enabling optimization of campaigns for future marketing strategies.
One way to advertise on social media is through the increasingly popular Meta Reels. Initially with a 15-second duration, Reels have been expanded to allow longer videos with different production qualities. This evolution has attracted marketers looking to engage with their audiences in new and creative ways, whether through Reels Stories or feed formats.
Data from Statista website indicate that Brazil is the fifth largest social media market in the world and the largest in Latin America in terms of audience, with over 84% of the population accessing social networks daily. With this scenario in mind, marketing professionals need to be vigilant of every public movement.
With different Reels formats yielding varied results, brands looking to boost the performance of their campaigns need to understand the nuances associated not only with different production budgets but also with different channels. A study by Vidmob, a global AI performance creative platform, conducted a detailed analysis to understand the effectiveness of Reels for advertising. From low-fidelity content (lo-fi) and user-generated content (UGC) to the difference between posting on Facebook Reels versus Instagram Reels, the study showed that results are specific to the content and platform.
“To improve the performance of their campaigns, brands must understand the nuances of different Reels formats, taking into account both varied production budgets and different distribution channels, such as Instagram and Facebook. The insights provided by AI can guide marketing professionals seeking better results in their campaigns,” says Miguel Caeiro, Head Latam at Vidmob.
“Amateur” Content Stands Out
Although resembling UGC, lo-fi content can be intentionally created by a brand to convey a “homemade” production feel.
Vidmob’s study found that users on social networks prefer lo-fi content resembling UGC over high-fidelity (hi-fi) content, typically associated with scripted ads seen on TV and streaming platforms.
Lo-fi content showed an 81% increase in click-through rate (CTR) and a 13.6% increase in first 25% video views (VT25%), compared to average ads. In comparison, hi-fi content experienced a 71% CTR decline and decreased VT25% by 14.5% compared to the average.
Instagram vs. Facebook
Despite belonging to the Meta company, Instagram and Facebook have different structures. However, successful strategies on one platform seemingly influence the performance of the other.
The analysis by Vidmob revealed that using key product images or human presence at the beginning of any Reels is crucial for your VTR, which is the rate that represents the proportion of users who watch a video ad to the end, in relation to the total ad impressions. An 8% increase was recorded for images and a 10% increase for human presence. In comparison, creatives with lots of text saw a 60% decrease in VTR.
The data further revealed that the audience on both Meta platforms showed interest in various types of lo-fi content. Instagram provides an experience that allows viewers to follow and connect with influencers more intimately, while Facebook offers more functional content with a less personal touch.
The research confirmed that talent-led content yielded more significant results on Instagram, with a 20% increase in VTR, but a 33% decrease in VTR for Reels on Facebook.
Creative effectiveness is crucial to achieving a higher ROI
The study confirms that creative execution on social media is vital to drive campaign performance, which in turn should be tailored to the uniqueness of the content and channel – Instagram or Facebook.
According to the results, the best opportunity for brands to optimize their Reels results is by analyzing the creative data collected with specific brand information, generating valuable insights for their teams to evaluate and turn into viable strategies.
By analyzing creative production from an analytical perspective, supported by daily observed creative data, brands can optimize their creativity and generate better results.
“The Reels format creates a strong connection with the audience on social media. Its simplicity, combined with great sharing potential, brings the brand closer to people and increases the chances of campaigns going viral,” says Caeiro.
