Social media platforms are on the radar of all marketing professionals. Brands can not only hyper-segment consumers using social media data to understand exactly the demographic profile, as well as easily reach and expand any audience around the world. Furthermore, companies are able to track ROI, what, 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 with a duration of 15 seconds, Reels have been expanded to allow longer videos with different production qualities. This evolution has attracted marketing professionals looking to engage with their audiences in new and creative ways, whether through Stories, Reels, or feed formats
Data from the Statista website indicates that Brazil is the fifth largest social media market in the world and the largest in Latin America in terms of audience, with more than 84% of the population accessing social networks daily. Keeping an eye on this scenario, marketing professionals need to pay attention to every move of the audience
With different formats of Reels generating varied results, brands that want to boost the performance of their campaigns need to understand the nuances associated not only with different production budgets, but also to the different channels. A study by Vidmob, global leader in creative performance AI platform, conducted a detailed analysis with the aim of understanding 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 the platform
To improve the performance of your campaigns, brands must understand the nuances of the different formats of Reels, taking into account both the varied production budgets and the different distribution channels, like Instagram and Facebook. The analyses 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 it resembles UGC, lo-fi content can be intentionally created by a brand to convey a sense of "homemade" production
The Vidmob study found that social media users prefer lo-fi content that resembles UGC, instead of high-fidelity (hi-fi) content, which is generally associated with scripted ads seen on television and streaming channels
Lo-fi content showed an 81% increase in the click-through rate (CTR) and a 13% increase,6% in the viewing in the first 25% of the video (VT25%), in comparison with the average of the ads. In comparison, the hi-fi content had a 71% drop in CTR and a decrease of 14,5% in VT25% compared to the average
Instagram vs. Facebook
Although they are Meta networks, Instagram and Facebook have different structures. However, the successful strategies of a platform, apparently, influence each other's performance
Vidmob's analysis revealed that using key product images or human presence at the beginning of any Reels is essential for its VTR, what is the rate that represents the proportion of users who watch a video ad to the end, in relation to the total impressions of the ad. An 8% increase was recorded in VT25% for images and a 10% increase for human presence. In comparison, the creatives with a lot of text recorded a 60% drop in VT25%
The data also revealed that the audience 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 in a more intimate way, 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 VT25%, but a decrease of 33% in VT25% for Reels on Facebook
Creative effectiveness is essential for achieving a higher ROI
The study confirms that creative execution on social media is essential to boost the performance of campaigns that, 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 specific brand information, that generate important insights for your teams to evaluate them and turn them into viable strategies
When analyzing creative production from an analytical point of view, supported by creative data observed in daily life, brands can optimize their creativity and generate better results
"The Reels format creates a strong connection with the audience on social media". Your simplicity, allied to the great potential for sharing, brings people closer to the brand and increases the likelihood of campaigns going viral, says Caeiro
