Social media platforms are on every marketer’s radar. Brands not only can hyper-target consumers using social media data to understand exact demographic profiles but can also easily reach and expand any audience worldwide. Additionally, companies can track ROI, enabling campaign optimization for future marketing strategies.
One way to advertise on social media is through the increasingly popular Meta Reels. Initially 15 seconds long, Reels have expanded to allow for 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 indicates that Brazil is the fifth-largest social media market globally and the largest in Latin America in terms of audience, with over 84% of the population accessing social networks daily. Keeping an eye on this landscape, marketers need to be vigilant of every public movement.
With different Reel formats yielding varied results, brands aiming to boost their campaign performance need to understand the nuances associated not only with different production budgets but also with different channels. A study by Vidmob, a global leader in AI-powered creative performance platform, conducted a detailed analysis to understand the effectiveness of Reels for advertising. From low-fidelity (lo-fi) content to user-generated content (UGC) and the difference between posting on Facebook Reels versus Instagram Reels, the study showed that the results are content- and platform-specific.
“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.
1. “Amateur” Content Stands Out
Although resembling User Generated Content (UGC), lo-fi content can be intentionally created by a brand to convey a “homemade” production feel.
Vidmob’s study found that network users prefer lo-fi content that resembles UGC over high-fidelity (hi-fi) content, which is usually associated with scripted ads seen on television and streaming channels.
Lo-fi content showed an 81% increase in Click-Through Rate (CTR) and a 13.6% increase in First 25% Video View (VT25%) compared to the average ads. In comparison, hi-fi content saw a 71% drop in CTR and a 14.5% decrease in VT25% compared to the average.
2. Product Images and Human Presence Are of Great Importance
Despite being Meta platforms, Instagram, and Facebook have different structures. However, successful strategies on one platform seemingly influence the performance of the other.
The Vidmob analysis revealed that using key product images or human presence at the beginning of any Reels is essential for your VTR, which is the rate representing the proportion of users who watch a video ad through to completion, relative to the total ad impressions. An 8% increase was recorded for images and a 10% increase for human presence. In comparison, creatives with a lot of text saw a 60% drop in VTR25%.
The data also revealed that the audience on both Meta platforms showed interest in different types of lo-fi content. Instagram provides an experience that allows viewers to follow and connect with influencers more intimately, while Facebook provides more functional content with a less personal feel.
The research confirmed that talent-led content had more significant results on Instagram, with a 20% increase in VTR25%, but a 33% decrease in VTR25% for Reels on Facebook.
3. Creative effectiveness is key to achieving higher ROI
The study confirms that creative execution on social media is crucial to boosting campaign performance, which in turn should be tailored to the individuality of the content and channel – Instagram or Facebook.
According to the results, the best chance 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 them into viable strategies.
By analyzing creative production from an analytical perspective, supported by creative data observed daily, 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 possibility of campaigns going viral,” says Caeiro.
