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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User-generated content (UGC) ads are a powerful way to build trust and engage with local audiences. Creating and running localized UGC ads at scale can help businesses connect more personally with their target market. This method leverages real customer experiences and feedback, making the advertising content more relatable and authentic.
Localizing UGC ads involves tailoring the content to fit the cultural and linguistic nuances of specific regions. By doing so, businesses can make their ads more relevant and appealing to local customers. This not only enhances user engagement but also increases the effectiveness of the ad campaigns.
To run these ads at scale, a streamlined process is crucial. Effective tools and strategies are needed to gather, curate, and distribute UGC quickly and efficiently. This ensures that the message remains consistent while still catering to the local tastes and preferences of different customer groups.
Developing a Strategy for Localized UGC Ads
Creating an effective strategy for localized UGC ads requires a clear understanding of how localized advertising works, how to leverage user-generated content, and the best ways to incorporate performance branding principles.
Understanding Localized Advertising
Localized advertising tailors messages to fit the specific needs and preferences of different regions. This involves understanding cultural nuances, local slang, and regional preferences. Marketers need to research and identify what resonates with the target audience in each locality.
- Cultural Relevance: Ads should reflect local customs and culture.
- Language: Use the native language or local dialect where possible.
- Local Trends: Stay updated on regional trends and popular events.
Engaging with local influencers can also boost the credibility and effectiveness of the campaign.
Leveraging User-Generated Content
User-generated content (UGC) involves real users creating content related to a brand. This content can include reviews, photos, videos, and social media posts. UGC is powerful because it’s seen as more authentic and trustworthy.
- Encourage Participation: Brands should motivate users to share their experiences.
- Content Curation: Collect and select high-quality UGC to feature in ads.
- Incentives: Offering rewards or recognition can boost user engagement.
Using UGC in ads helps build trust and shows real experiences with the product or service.
Integrating Performance Branding Principles
Performance branding aims to achieve both short-term results and long-term brand building. For localized UGC ads, combining performance branding can drive immediate action while strengthening brand perception.
- Measurement: Track key performance indicators (KPIs) like engagement rates.
- Optimization: Continuously test and refine ads for better performance.
- Consistency: Ensure branding elements like logos and slogans are consistent across all ads.
This approach ensures that localized UGC ads not only engage users but also contribute to branding goals over time.
Execution and Scaling of Localized UGC Campaigns
To effectively run localized user-generated content (UGC) ads at scale, one must carefully plan the campaign structure, tailor the content for each market, and use the right tech solutions for efficient scaling. The goal is to optimize performance and reach the targeted audience with relatable content.
Creating the Campaign Structure
Success starts with a well-structured campaign. Begin by identifying the target regions and creating specific campaigns for each. Each campaign should have its own set of ads, keywords, and budget allocations.
Organizing ad groups by regional markets helps in tracking performance. For instance, a UGC ad targeting New York will differ from one targeting Miami. This setup allows advertisers to monitor which ads perform best in each market.
Use clear naming conventions for ease of management. For example, naming campaigns with prefixes like US-NY or US-MIA can help keep track of regional differences. This strategy simplifies reporting and optimization for various local markets.
Content Customization and Approval
Localized UGC ads require customized content. Start by collecting content from users within specific regions. This can include images, videos, and testimonials. Authentic, local content resonates more effectively with the audience.
A robust approval process ensures content meets brand guidelines and is culturally appropriate. Using a content management system can streamline approvals by storing, editing, and approving content in one place.
Ensure that all content respects local sensitivities and regulations. For instance, an ad campaign for Paris might include different imagery and language nuances than one for Tokyo. This localization boosts engagement and relevance.
Technological Solutions for Scaling
Technology plays a crucial role in scaling UGC campaigns. Ad management platforms like Meta Ads Manager offer tools for creating, optimizing, and scaling ads efficiently. Automation tools help in adjusting bids, budgets, and placements in real-time.
Utilize analytics tools to measure performance across different regions, adjusting strategies as needed. These tools offer insights into what works best, enabling quicker and better decision-making. Leveraging AI can assist in personalizing content and targeting effectively.
Adopting Dynamic Creative Optimization (DCO) can further enhance ad performance. DCO automates the customization of ads based on user data, making tailored ads at scale possible. This leads to higher engagement and better ROI.
How to Build and Run Localized UGC Ads At Scale for Maximum Impact
Expanding your reach on Meta takes more than just regular posts. It requires creative thinking and innovative strategies. By exploring diverse audience segments and utilizing Meta’s range of tools, you can tap into incremental audiences that you might have missed before. These strategies can help you connect with new users, enhance engagement, and ultimately grow your presence on the platform.
For instance, leveraging lookalike audiences allows you to find people who are similar to your current followers. This can help you reach those who are likely to be interested in your content but haven't yet discovered your brand. Another effective lever is using video content, which tends to have higher engagement rates compared to images or text posts, thus capturing the attention of potential new followers.
Experimenting with boosted posts and paid ads tailored to different demographics can further broaden your reach. Meta offers detailed targeting options, enabling you to tailor your messages to specific groups. Using these tools smartly ensures that your content gets in front of the right eyes, driving growth and engagement.
Strategies for Expanding Audience Reach on Meta
Reaching new audiences on Meta involves optimizing digital campaigns and diversifying creative content. These strategies boost ad resonance and efficiently target broader or more specific groups.
The Importance of Digital Campaign Optimization
Optimizing digital campaigns ensures that ad spending is efficient. By tweaking variables like audience settings, budgets, and bidding strategies, businesses can better allocate resources.
Meta Advertising Strategies include using tools like A/B testing to compare different ad versions. Campaign Efficiency is improved by continuously monitoring results and making data-driven adjustments.
Broad targeting reaches large numbers of people but may lack precision. Narrow targeting hones in on specific demographics or interests, making ads more relevant to those users.
Creative Diversification: Enhancing Ad Resonance
Diversifying creative content is key to keeping ads fresh and engaging. Different types of visuals, messages, and formats can appeal to various audience segments.
Creative Diversification can involve using videos, carousel ads, and interactive content. This helps in capturing attention and maintaining engagement.
Enhancing Ad Resonance requires regularly updating ad creatives based on performance data. This way, ads stay relevant and appealing, reducing ad fatigue among the audience.
Targeting Mechanisms for Audience Precision
To reach the right audience on Meta, it's crucial to use targeting mechanisms that focus on age, gender, and geography. These tools help advertisers zero in on specific groups, making their ads more effective.
Decoding Age Targeting in Ads
Advertisers can tailor their messages to different age groups. By choosing the age range of their audience, businesses can make sure the content is relevant.
For example, a clothing brand may target teens and young adults with trendy styles, while a retirement community ad might focus on people aged 55 and older.
Benefits of Age Targeting
- More relevant ads
- Better engagement
- Higher conversion rates
Using age targeting ensures the right people see the ads, improving campaign outcomes.
The Role of Gender Focus in Advertising
Gender focus in advertising allows businesses to tailor their messages based on gender. This is especially useful for products with a gender-specific market.
For instance, a makeup brand may direct ads primarily to women, while men's grooming products are aimed at men.
Key Points
- Customizes ad content
- Increases appeal
- Boosts engagement
This targeted approach can lead to higher interest and sales, as the ads resonate more with their intended audience.
Maximizing Reach through Geographic Targeting
Geographic targeting helps advertisers show ads to users in specific locations. This is useful for businesses with physical stores or services tied to certain areas.
For example, a local restaurant can target ads to people living within a 10-mile radius.
Advantages
- Reaches local customers
- Reduces wasted ad spend
- Enhances marketing efficiency
By focusing on geographic areas, advertisers can attract nearby customers, making their campaigns more effective.
