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How Reels Ads Are Transforming Digital Marketing at Scale
A few years ago, vertical video was an afterthought. Now, it’s the centrepiece of digital engagement. Social media has shifted from passive scrolling to active watching, engaging, and sharing. Nowhere is this transformation more evident than in the rise of Instagram and Facebook Reels Ads.
For brand leaders, marketing executives, and social media strategists operating at scale, Reels presents a unique opportunity to supercharge performance across global campaigns, leverage AI-driven automation, and integrate content factories with precision marketing. But to succeed, you need a strategic approach—not just a few experimental videos.
Brands that understand the buyer’s journey are already using Reels Ads to build full-funnel marketing strategies, where top-of-funnel (TOFU) ads capture attention, middle-of-funnel (MOFU) ads nurture leads, and bottom-of-funnel (BOFU) ads convert them into customers. By strategically integrating Reels into each stage, enterprises are seeing better results and greater efficiency across their advertising spend.
The Unstoppable Growth of Reels: Why Enterprises Need to Pay Attention
Meta’s platforms dominate digital engagement:
- 3.35 billion people use at least one Meta platform daily.1
- 50% of Instagram usage is dedicated to Reels.2
And most importantly, Reels Ads drive measurable business outcomes:
- Reels receive 2x higher visibility compared to other post types.3
- 85% of users have followed a business after watching a Reels ad.4
- 79% of surveyed users have purchased a product or service after watching a Reel.4
These statistics highlight why corporations must integrate Reels into their content marketing strategies, ensuring they remain relevant in an increasingly mobile-first digital landscape.
The Challenge: Consistently Creating Engaging Reels
Reels are effective, but they also present challenges. Unlike traditional ads, which can be used for extended periods, Reels require frequent updates to stay relevant with trends. Creative burnout is a real issue, especially for large enterprises managing multi-market campaigns.
To counteract this, brands invest in AI-driven automation, streamlined content workflows, and strategic partnerships through Meta’s Creator Marketplace, ensuring a continuous pipeline of high-performing, culturally relevant Reels content.
Using Reel Ads to Build a High-Performance Marketing Funnel
TOFU: Capturing Attention with Vertical Video
- Use 9:16 vertical video to ensure immersive, full-screen engagement.
- Hook viewers in the first three seconds with compelling visuals or storytelling.
- Leverage trending sounds and Meta’s Sound Collection for organic reach.
Example: Doritos ran a dance challenge campaign using Reels, tapping into a viral trend to boost brand engagement.5
MOFU: Retargeting the Most Engaged Audiences
- Re-engaging users who watched but didn’t act on TOFU ads.
- Providing additional information (e.g., testimonials, product demos, influencer collaborations).
- Offering incentives (discounts, early access, limited-time offers).
Example: Rare Beauty successfully used Reels Ads to show how their foundation suits diverse skin tones, improving engagement and conversion.5
BOFU: Driving Conversions with Strong CTAs
- Strong CTA placements to encourage “Shop Now,” “Sign Up,” or “Learn More.”
- Exclusive promotions are only visible to Reels viewers.
- Fast-paced, product-focused storytelling.
Example: Verizon collaborated with micro-influencers to promote limited-time 5G offers through Reels, using real-life use cases to convert hesitant customers.6
References
- Meta’s Q4 Earnings Report 2024: https://investor.fb.com
- Instagram Usage Statistics 2024: https://www.statista.com
- Instagram Engagement Benchmarks Report: https://sproutsocial.com
- Meta-Commissioned Reels Study 2024: https://about.fb.com/news
- Top Brands Using Instagram Reels Effectively: https://www.socialmediatoday.com
- Verizon’s Creator-Driven Reels Ads Success: https://www.marketingdive.com
Orsen Okami 
Kristina 