Instagram Reels Advertising: Why And How to Use Instagram Reels in Your Ad Strategy
Instagram launched Reels globally in 2021 and instantaneously became popular with users, opening up a new opportunity for advertisers.
Instagram Reels ads blend into the organic content without disrupting the user experience, which is key for successful advertising in today’s landscape.
In this article we'll look at the opportunities that Instagram Reels advertising offers, and tips to create successful content!
Social Competition Is Driving Evolution
In the constant war for consumer attention, TikTok was the latest newcomer to shake things up and drive the massively popular trend for short videos.
Short video is hugely important content format for marketers to leverage, as demonstrated by a Wyzowl survey where 73% of respondents said they most like to learn about new products or services through short videos.
Globally, the four most popular social media platforms had the following number of monthly active users as of January 2022:
- Facebook: 2.91 billion
- YouTube: 2.56 billion
- Instagram: 1.48 billion
- TikTok: 1 billion
Instagram is most popular with Millennials and Gen Z, reaching over 56% of the population in the US. However, TikTok has seen rapid user growth over the last 5 years thanks to the draw of its rolling video-short format. TikTok expected to overtake Instagram by the end of 2022, being particularly popular with pre-teens, teens and young adults in their 20s.
Reels was Instagram’s answer to TikTok. Reels have been pushed to the forefront of Instagram’s user interface and has gained popularity with users.
However, compared with TikTok, there is still less competition for ad space, which is a big advantage if Instagram is home to your target audience. Instagram also has greater reach amongst a slightly older demographic than TikTok, predominantly aged between 18-34.
The Instagram Reels Opportunity For Advertisers
As with all social ads, you can be discovered by new customers even if they don’t follow you. You get greater reach into a larger audience, with targeting according to user interests and selected demographics. The format of the Instagram Reels ads also provides a smoother transition between the organic and sponsored content because with a native format, they look the same.
There are three top selling points that advertisers can take advantage of:
1. More Ad Inventory + Cheaper CPMs
With more people online since 2020, the opportunity to reach new customers through social is greater than ever before. However, Facebook is becoming less cost-effective than in previous years, especially with iOS 14 enabling users to opt out of ad tracking. That means it’s harder to accurately filter for your target audience, making it more important to diversify your ad strategy and platform adoption so you can test and optimize for better Return on Ad Spend (ROAS).
Instagram Reels can be compared to the impact of Instagram Stories, which was inspired by Snapchat when it was the industry newcomer. It’s another creative-first placement option that delivers cheaper impressions and expanded Top-of-Funnel (ToFU) touchpoints.
2. Creative-First Placements Drive More Conversions
Instagram Reels offers advertisers an additional and compelling placement opportunity within Instagram’s established ecosystem. With Reels, Instagram is doubling down on the imperative for more engaging content to boost user engagement, which benefits advertisers by helping to drive more clicks and conversions in turn.
As any top-tier advertiser in the industry will tell you, creative is king when it comes to social advertising! Those who master the art of creative get the clicks (and testing is key to optimization). If you can get the hang of creating compelling Reels content, you’ll up your customer acquisition game to another level. And any content that works well on Reels can be leveraged for TikTok, or vice versa.
3. More Screen Real Estate, More Impact
Reels ads will only show when the user is in a full-screen immersive experience.
Unlike Feed placements, your creative will have the opportunity to take up the full real estate of the screen. That gets you a level deeper in engagement with your prospect. It represents an important brand awareness opportunity that’s worth investing in to get right.
Reels also creates a smoother transition between organic content, bringing you a more engaged audience.
- Learn how to more accurately measure brand awareness to better track your ToFU campaign ROAS.
How Instagram Reels Advertising Works
Reels is a viewer that exclusively shows vertically scrolling videos. Videos are looping, and presented in vertical full-screen mode.
- Ads will appear between other users' organic (non-promoted) videos and can be up to 30 seconds long. That’s less than organic Reels, which can be up to 60 seconds long.
- Just like organic videos, users can still like, comment, click, save and share ads.
- There is a small “sponsored” tag to identify ads, and users can skip the ad or tap the post menu to hide or report it.
Ad placements will appear in all the most popular places for accessing Reels, which includes:
- Reels Tab
- Reels in Stories
- Reels in Explore
- Reels in Feed
If you're unsure how to create Instagram Reels ads, create a new campaign in Meta Ads Manager, then:
- Under "Placements options", run a standalone Reels ad campaign by selecting "Manual placements". Select the drop-down menu next to Stories and tick the box next to "Instagram Reels".
- Alternatively, select "Automatic placements" to include Reels ads among other video campaign placements across Meta's ecosystem.
For reporting, Instagram has an extension of its Insights feature for the Reels ads, allowing you to track these metrics:
- Accounts reached (Followers & Non-followers)
- Plays
- Likes
- Comments
- Shares
- Saves
The Key To Instagram Reels Advertising Success?
Half Past Nine has three top tips to help you get the most from Instagram Reels!
1. Stay native
The most important and often overlooked component of social advertising is being able to meet the customer where they are. Reels is creating a strong push for ad creative to become highly native. There’s no getting away with half-hearted and uninspiring content here!
That means leaning into viral trends, using native editing tools on TikTok or Reels, leveraging TikTok creatives on Instagram, and focusing on User Generated Content (UGC) as much as possible.
Get to know your customers so you can engage them on a personal level. Speak their language and use storytelling for an engaging experience. It helps to adopt the mind-set of an influencer rather than a hardline advertiser.
Generating emotive responses will also get you better results. Ads using emotional content perform twice as well as ads with factual content, and 70% of people who experienced an intense emotional response to an advert are very likely to buy the product.
If it’s not already an integral part of your process, start testing more content styles so you can optimize engagements, conversions and ROAS. It’s worth the effort!
Need some inspiration for effective creative copy?
- Learn more about how to create an Instagram Reels Ad.
- Facebook has some helpful data-driven insights for your ad creatives.
- Check out TikTok’s Ads Library which shows you their best performing ads - just filter for your region and industry.
2. Take full advantage of the Loop
Reels automatically loop, meaning your ad will keep playing again and again. The amount of plays are important for the success of your campaign, so try to find a way to tie the end of your video into the beginning. You’ll increase your chances of a higher number of plays if your ad keeps the attention of the viewer.
In addition, Facebook says that ads that are 15 seconds or less have a better chance to be watched until the end. By keeping your ad short and to the point, you can also increase your number of plays.
3. Use the CTA options well
Reels gives you the same CTA options as feed advertisements. These are 1-click buttons that send your user directly to the action you want them to take. Make sure you choose the best option for your campaign objective as there’s a number to choose from.
Take full advantage of the “Shop Now” CTAs, and ensure the first sentence of your copy is compelling. You want your prospects to tap and see more of your amazing products or services - that's what it’s all about after all!
For your copy, the most important part is how you start it. Reels don’t show the full copy, but you can tap to extend and read it all. Make the most of your first sentence as that may be the only part of your copy that your viewers will see.
You can also add product tags and make your reels ads shoppable.
4. Don’t get cut-off
Finally, on a technical note, the creative stays consistent with the story format of 9x16. However, be conscious of not placing any important creative in the bottom 420px. This will ensure your key creative elements don’t get cut off by the CTA copy, or minimize each other’s impact.
Here’s an example below of the CTA copy that overlays the creative.
And that’s Instagram Reels advertising in a nutshell!
Knowing how to maximize the impact of every dollar in your ad budget can be daunting. If you need support with your ad strategy + delivery, Half Past Nine are here to help. Get in touch with us anytime to explore an alignment.
Before you go, check our more essential Half Past Nine insights for marketers:
- Now that you know how to create Reels, apply these audience building tips to your content strategy to go viral!
- If you’re in ecommerce, check out the ecommerce KPI metrics you should be tracking.
- Discover what all businesses need to be aware of regarding email marketing privacy updates following Apple’s recent iOS 15 announcement.
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Facebook Ads Bidding Strategies can either make or break your advertising campaign. If you've been struggling with getting the best results, understanding the benefits and drawbacks of each strategy can save you both time and money. The right bidding strategy can help you reach your target audience more effectively and get the most out of your advertising budget.
Each bidding strategy has its unique benefits and challenges. Some are great for maximizing visibility, while others prioritize cost-efficiency. Choosing the right one depends on your specific goals, whether that's more clicks, better engagement, or higher sales. Knowing the pros and cons of each strategy will help you make informed choices that benefit your business.
This article will guide you through five key Facebook Ads Bidding Strategies. You’ll learn about their benefits, drawbacks, and how to pick the one that suits your campaign objectives. By the end, you’ll have a clear understanding of which strategy will help you achieve your advertising goals effectively.
Understanding Facebook Bidding Mechanics
Facebook bidding is essential for advertising success. It involves auctions where advertisers compete for ad placements. Understanding key elements like Auction Dynamics and Different Bidding Strategies is crucial.
Auction Dynamics and How Bids Work
In Facebook's auction, ads compete based on bids, estimated action rates, and ad quality. Bid represents how much you're willing to pay for a specific action (like clicks, views, or conversions). The Cost Per Result adjusts based on competition.
Bid Cap lets advertisers set a maximum bid. This ensures spending control but may limit campaign reach. Meta bidding strategies, like Lowest Cost and Target Cost, help optimize for specific goals, balancing cost and performance.
Factors influencing the auction include:
- Bid amount
- Ad relevance
- Estimated action rates
Exploring Different Bidding Strategies
Advertisers can choose from several Facebook bidding strategies. The Lowest Cost strategy aims to get the most results for the lowest price but may lack spending control. The Cost Cap strategy helps maintain an average cost while driving results.
The Bid Cap strategy is useful for high-control needs, letting you set the max bid per action but it might restrict delivery. Target Cost aims for a stable cost per action, ideal for steady budget planning.
Choosing the right strategy depends on your campaign goals, budget, and desired Cost Per Result. Evaluate each option to find the best fit for your needs.
Implementing Bidding Strategies for Campaign Success
Successful implementation of bidding strategies can drive better results and optimize ad spend. Key factors include setting appropriate bid caps, maximizing returns using ROAS goals, and balancing volume and value.
Setting the Right Bid Cap for Your Campaign
Setting the right bid cap involves determining the maximum amount you are willing to pay for a result. This ensures costs don't exceed the budget. Bid caps can help control spending and improve efficiency.
- Analyze past performance: Review historical data to identify the highest bid that achieved desired results.
- Adjust as needed: Be flexible to change bid caps based on real-time campaign performance.
- Consider the competition: Higher bid caps might be necessary in competitive markets.
Maximizing Returns with ROAS Goals
Use the Return on Ad Spend (ROAS) bid strategy to drive maximum returns. ROAS goals ensure that every dollar spent on ads generates a specific amount of revenue.
- Calculate target ROAS: Set a realistic ROAS based on past campaigns.
- Monitor and tweak: Regularly check ad performance and adjust your ROAS goals to meet revenue targets.
- Balance quality and cost: High ROAS might limit reach, so find a balance between cost and quality.
Balancing Volume and Value in Bidding
Balancing volume and value helps achieve the right mix of reach and profitability. Consider using both Highest Volume and Highest Value strategies.
- Highest Volume: Bids are set to get the most conversions, good for awareness and large-scale campaigns.
- Highest Value: Focuses on getting the highest-value conversions, suitable for targeting high-value customers.
By carefully implementing these strategies, advertisers can meet their campaign goals effectively.
5 Facebook Bidding Strategies: Benefits, Drawbacks, and Selection Guide
Static ads and dynamic ads serve different purposes in the world of marketing. Static ads are simple and stay the same at all times. They are easy to create and can be effective for straightforward messaging. But dynamic ads offer customization, changing their content to fit the audience's preferences and behaviors.
Dynamic ads might seem complicated, but they bring better results by targeting specific groups with personalized messages. This means higher engagement rates and more conversions. Static ads, on the other hand, are less effort to produce but may not capture attention as effectively.
Deciding between static and dynamic ads depends on the brand's goals and resources. Each has its strengths and can be powerful if used appropriately in a marketing strategy.
Understanding Static and Dynamic Ads
Static ads and dynamic ads serve different purposes in digital marketing. Each has unique features and benefits that cater to varied marketing needs.
Exploring Static Image Ads
Static image ads are straightforward. They are typically still images that do not change once created. These ads are ideal for conveying a clear, unchanging message or brand image.
A static image can include text, graphics, and logos, and is often used on websites and social media platforms.
Advantages of Static Images
- Consistency: The message remains the same, which can be useful for brand recognition.
- Simplicity: They are simple to create and often cost less than dynamic ads.
- Predictability: Once the ad goes live, what you see is what you get.
Unpacking Dynamic Advertising
Dynamic ads are more complex. They can change content in real-time based on user data and behavior. Unlike static ads, dynamic ads can alter images, text, and calls to action depending on who is viewing the ad.
Benefits of Dynamic Ads
- Personalization: Content can be tailored to each user, potentially increasing engagement.
- Flexibility: They can show different messages to different audiences without creating multiple ads.
- Efficiency: They adapt to user preferences, making the ad experience more relevant.
Comparative Analysis and Use Cases
Static and dynamic ads offer different benefits and limitations. This comparison will help you understand where and how to use each type effectively in your marketing strategy.
Static Images Vs. Videos
Static images are simple and quick to create. They load faster than videos, which is great for mobile users and slow internet connections. They allow for clear, focused messages without distractions.
Videos, on the other hand, capture attention better with motion and sound. They convey more information in a short time. Videos are more engaging and can demonstrate products or services in action.
Leveraging Opportunities for Static Ads
Static ads are useful in various scenarios. Billboards are a great example, as they need to be read quickly. Print ads in magazines and newspapers also benefit from static images. Online banners are often more effective when static, as they load quickly and are less intrusive.
Static ads are best when the message is straightforward. They work well for short calls to action like "Buy Now" or "Sign Up." Visually, they should be clean and uncluttered to convey the message quickly.
