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Meta Reels Drives 87% Higher Gen Z Brand Engagement

Meta aims to demonstrate its strength in supporting business growth. They claim that the Reels format can harness creativity, making it a powerful tool for connecting with consumers. Indeed, with more than 3.5 billion Reels shared daily on Facebook and Instagram, short videos have become a key element for engagement. Up to 50% of time spent on Instagram is dedicated to watching Reels. So how can one make the most of them?

Meta Reels Drives 87% Higher Gen Z Brand Engagement
Source: Meta

Meta’s Catalyzing Connections document reveals that 87% of Gen Z users started following a brand after watching its Reel. 80% even made a purchase after viewing it. This clearly demonstrates the importance of video content in influencing consumer behaviour.

With the growing share of video, which now accounts for 60% of time spent on Facebook and Instagram, Reels ads offer brands a unique opportunity to reach customers where they are most engaged.

Meta emphasises three key creative principles that maximise the effectiveness of Reels Ads:

  1. Think vertically: 9:16 format advertisements perform better.
  2. Bet on sound: Videos with sound achieve higher engagement levels.
  3. Maintain the safe zone: Creative elements in the advertisement should be visible and effective within the Reels interface. The “safe zone” is the space in the video where content won’t overlap with the application’s user interface, such as controls, graphic elements, or captions.
Meta Reels Drives 87% Higher Gen Z Brand Engagement

Source: Meta

According to Meta’s data, using these creative principles leads to 34% lower cost per result (CPR) compared to image advertisements and up to twice the distribution within Reels placement.

Campaigns with optimised creative elements recorded 68% distribution across Feed, Stories and Reels, confirming their effectiveness.

Do you now know how you’ll use Reels Ads to support your brand?

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