Our Ads and Influence teams recently took part in the “Reels & Creators” event organized by Meta. It was an opportunity to take stock of the impact of creators (or influencers) for brands through the Reel format on Instagram and its amplification by advertising. We’ve put together a short report to share what we heard.
While the success of Reels on Instagram (a 15- to 60-second video format) no longer needs to be proven, a few figures from various studies are always useful for setting the context. According to Meta, after seeing Reels, 75% of those surveyed followed a brand, nearly 50% sent a message to a brand, and more than 2/3 of those surveyed bought a product or service. What’s more, 78% of consumers say that creators influence their discovery of new brands.
Partnership Ads, when creators advertise you
Meta’s response to this craze is to use Partnership Ads to transform creators’ content into advertisements. This is to benefit from their authenticity and combine it with the targeting and optimization capabilities of ads, to reach all the right people, not just those who follow them. A way of benefiting from their aura, since 63% of 18-34-year-olds trust what a creator says about a brand more than what the brand itself says in its ads.
This amplification of the Reels’ reach must, of course, be done transparently. Indeed, 75% of users say they are willing to take a positive action, such as trying a brand or recommending it, when the commercial intentions of branded content are clear (21% more than when they are not).
And to make matters worse, it also delivers better results, with a 3.9% reduction in cost per purchase, on average, for Instagram-branded content ads, compared to ads served by creator accounts without the Paid Partner tagline.
Partnership Ads, a way to achieve your business objectives
Forming strategic partnerships with creators provides access to new and hard-to-reach audiences. Particularly for brands seeking to penetrate a new market, connect with a new demographic or create a culture with a niche community.
In this context, designers are more than just megaphones: their storytelling skills enable them to reinterpret, reimagine and retell the story of an existing brand, giving it new meaning.
The perceived authenticity of designers makes them credible sales drivers. Because they inspire trust, their recommendations carry weight. And creators infuse creativity that makes discovering new products more fun and rewarding. Over 25% of users want to buy directly from designers on social media, and 58% of consumers have bought a new product in the last 6 months after a designer recommendation. And to facilitate the purchasing process, brands can integrate “product tags” into ads, or create “Shoppable” ads.
Content in partnership with Creators can thus be integrated throughout the marketing funnel, from branding to performance. And to optimize campaigns, Meta recommends carrying out A/B tests on Facebook Ads and multi-cell studies, to understand the impact of adding ads from creator content to standard ads on branding or conversion indicators.
The Effinity team’s opinion
The event was both friendly and informative, and we were delighted to be invited, given our dual expertise as amarketing andSocial Adsagency. The information gathered confirms the strategy of amplifying influence through Ads that we have put in place with our customers.
