Social media platforms are on the radar of all marketing professionals. Brands can not only hyper-segment consumers using social media data to precisely understand their demographic profile but also easily reach and expand any audience around the world. Furthermore, companies are able to track ROI, which in turn enables the optimization of campaigns for future marketing strategies.
One way to advertise on social media is through the increasingly popular Meta Reels. Initially lasting 15 seconds, Reels were expanded to allow longer videos with different production qualities. This evolution has attracted marketing professionals seeking 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 in the world 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 scenario, marketing professionals need to be attentive to every move of the audience.
With different Reels formats generating varied results, brands that want 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 leading global AI platform in creative performance, conducted a detailed analysis to understand the effectiveness of Reels for advertising. From low-fidelity (lo-fi) content and user-generated content (UGC) to the difference between posting on Facebook Reels versus Instagram Reels, the study showed that the results are specific to the content and platform.
“To improve the performance of their campaigns, brands must understand the nuances of the different Reels formats, taking into account both the varying production budgets and the different distribution channels, such as Instagram and Facebook. The analytics provided by AI can guide marketers looking to improve the results of their campaigns,” says Miguel Caeiro, Head of Latam at Vidmob.
1. “Amateur” content stands out
While similar to UGC, lo-fi content can be intentionally created by a brand to give a “homemade” feel.
Vidmob's study found that social media users prefer lo-fi content that resembles UGC over high-fidelity (hi-fi) content, which is often 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 views in the first 25% of the video (VT25%) compared to the average of ads. In comparison, the hi-fi content experienced a 71% decrease in CTR and a 14.5% decrease in VT25% compared to the average.
2. Product images and human presence are of great importance
Although they are Meta networks, Instagram and Facebook have different structures. However, the successful strategies of one platform apparently influence the performance of the other.
Vidmob's analysis revealed that using key product images or human presence at the beginning of any Reels is essential for its VTR, which is the rate representing the proportion of users who watch a video ad until the end, relative to the total impressions of the ad. An increase of 8% was recorded for VT25% for images and 10% for human presence. In comparison, creatives with a lot of text experienced a 60% decrease in VT25%.
The data also revealed that the audiences of 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 offers more functional content with a less personal feel.
The research confirmed that talent-led content performed best on Instagram, with a 20% increase in VT25%, but a 33% decrease in VT25% for Reels on Facebook.
3. Creative effectiveness is key to achieving higher ROI
The study confirms that creative execution on social media is essential to boost the performance of campaigns, which in turn must be adjusted 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 brand-specific information, which generates important insights for their teams to evaluate and transform into viable strategies.
By analyzing creative output from an analytical perspective, supported by creative data observed on a day-to-day basis, brands can optimize their creativity and generate better results.
“The Reels format creates a strong connection with the public on social media. Its simplicity, combined with its great sharing potential, brings the brand closer to people and increases the possibility of campaigns going viral,” says Caeiro.
