As marketers, we’re constantly on the lookout for ways to stay ahead of the curve and drive meaningful engagement with our audiences. With the continued dominance of short form videos like Reels, it’s clear that this format is here to stay. But what does it take to truly succeed in this space?

Recent explorative research from Toluna¹, has shed light on the creative strategies that can drive success on Reels. From the power of audio integration to the importance of brand and message placement, there are key takeaways that can help advertisers unlock the full potential of this platform.

Reels: Shaping the Future of Storytelling – Here to Stay

With over 50% of time spent on Instagram on Reels and video time spent on Instagram up more than 30% since last year² , Reels have revolutionized the way we consume content, offering a unique blend of entertainment, education, and inspiration. But as marketers, we need to think beyond the basics of “making a good ad” and instead focus on crafting experiences that resonate with our audiences.

This means embracing the nuances of the Reels format, from the 9:16 aspect ratio to the importance of audio cues. By doing so, we can create ads that feel native to the platform, rather than simply repurposing existing content.

Creative Strategies for Success

While these foundational strategies are essential, there are also advanced techniques that can take your Reels campaigns to the next level.

For Brand advertisers:

• State your case early: Showing both the brand and main message early in the creative (within the first 5 seconds) makes it 1.7x more likely to rank in the top 20%³ for purchase intent.
• Dynamic branding: Creatives that display the brand more than once (in different scenes or positions) are 1.8x more likely to rank in the top 20% for purchase intent.
• Leverage speech and music together: Using both speech and music in your creative increases the likelihood of ranking in the top 20% for brand interest by 2.0x.
• Say it out loud: Delivering the message through both audio and visual cues increases the likelihood of ranking in the top 20% for brand interest by 1.8x.
• Slice of life: Featuring scenes of people engaging in everyday activities increases the likelihood of ranking in the top 20% for purchase intent by 1.5x.

For DR advertisers:

• Product is king: Showing the product more than once makes it 2.7x more likely to rank in the top 20% for purchase intent.
• Support your product with brand: Featuring the brand, but not more than 25% of the creative duration increases the likelihood of ranking in the top 20% for purchase intent by 4.8x.
• Tell your story: Adding additional context, such as USPs or features, to support the main message increases the likelihood of ranking in the top 20% for purchase intent by 5.3x.
• Use a CTA: Including a call to action (CTA) visually and/or through audio increases the likelihood of ranking in the top 20% for purchase intent by 1.9x.
• Leverage speech and music together: Similar to brand creatives, using both speech and music in DR creatives increases the likelihood of ranking in the top 20% for purchase intent by 2.1x
• Experiment with native elements: Using emojis as a native element makes creatives 2.5x more likely to rank in the top 20% for purchase intent.
• Bonus insight: Adopting creatives with a hook increases performance: Using both visual elements and sound to deliver your hook can boost purchase intent (increases the likelihood of ranking in the top 20% for purchase intent by 1.5x)

Unlocking the Full Potential of Reels – Test and Learn

As we continue to navigate the ever-changing landscape of social media, one thing is clear: Reels are here to stay. By embracing new creative strategies, advertisers can unlock the full potential of Reels and drive meaningful engagement with their audiences.

Whether you’re just starting out on Reels or looking to optimize your existing campaigns, by staying ahead of the curve and embracing the latest trends and best practices, you can position yourself for success in the world of Reels.

With that, it’s more important than ever to create your own creative test and learn approach, tailored to your unique campaigns, products, and use cases. By embracing this mindset, you’ll be able to unlock the full potential of your creative assets and drive meaningful engagement with your audiences. Evaluate what works for your specific campaigns and products, and refine your approach accordingly. By adopting this test and learn mentality (incrementality, A/B testing, etc.), you’ll be able to stay ahead of the curve, drive better results, and ultimately achieve your marketing goals efficiently and effectively.

So why wait? Start testing, learning, and optimizing today, and watch your creative potential soar.