A true TikTok competitor, Instagram launched its new feature a year ago: Reels. If you are still getting familiar with them, check out our dedicated article on the topic here.
For the past few weeks, advertisers have been able to take advantage of this new format, as it is now possible to run ads within this inventory.
How to set up Reels ads on Facebook Ads?
First, you need to create an ad that is 30 seconds or shorter, in vertical full-screen format.
To make your Reels ad impactful and high-performing, make sure to add sound or music so it fits naturally into the feed.
To start running your ad, create a campaign or select an existing one. It is at the ad set level that you will choose your different placements.
To do so, select the "Manual Placements" option, which gives you control over where your ad is delivered based on your target audience and objectives.
Once this option is selected, determine the different placements where you want your ad to appear. It is under the "Stories and Reels" category that you can choose Reels as a placement.
It is important to note that if you choose to run your ad in Reels, a specific ad set must be created for it, and this format cannot be combined with other manual placements.
Finally, add your content at the ad level, choose your call to action, and your creative is ready.
What benefits do Reels offer advertisers?
Reels benefit from Facebook Ads features and Instagram's reach. They are visible on both mobile and desktop. â
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They also give advertisers greater creative freedom, as this tab rewards videos with strong visual and audio effects.
This new format is a real TikTok competitor and opens the door to reaching a specific type of audience with different content and a different approach. Like paid social on Instagram and its other placements, Reels ads are primarily suited for B2C brands.
In the words of Instagram's COO, Justin Osofsky: "Reels are a great way to discover new content on Instagram, so ads fit in naturally. Brands of all sizes can take advantage of this new ad content format in an environment that is inherently built for entertainment."
As you can see, advertising on Reels opens up new opportunities for advertisers. This format is still relatively new and has yet to fully prove itself. We will be keeping a close eye on its evolution and will share a follow-up article covering key figures and insights as they emerge.
Want help with your Instagram advertising, or your digital marketing strategy more broadly? Feel free to reach out!
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By Clara Magnin
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