In the ever-evolving world of digital content, the power of short-form video has taken centre stage, revolutionising the way we communicate and connect. Instagram reels and similar formats have become a canvas for creativity, allowing users to express themselves in dynamic and engaging ways. This shift towards bite-sized, visually-driven content reflects a broader trend where creators and brands harness the potential of these platforms to tell compelling stories and reach wider audiences.
As more people turn to reels for entertainment and information, the lines between creators and consumers blur, creating a vibrant ecosystem where everyone has the potential to influence. This democratisation of content has opened up new avenues for brands to engage with their audiences, making it essential for them to understand and tap into the language and nuances of this medium.
In a session “Getting Future-Ready With Creators,” led by Gaurav Jeet Singh, Head of Agency Business – India at Meta, during GroupM’s Brew, delved into the transformative power of social media creators in this dynamic ecosystem.
Singh highlighted that every day, 3.4 billion people engage with one of Meta’s apps, reflecting a monumental global reach.
“While we previously focused on monthly statistics, the daily engagement figures now reveal that nearly half the world’s population interacts with Meta’s platforms each day. Of this daily audience, 60% are involved with video content across Facebook and Instagram, with Instagram Reels capturing 50% of the time spent,” he added.
Singh emphasised that this indicates the massive influence of reels as a medium. Furthermore, consumers share 3.5 billion reels daily on Facebook and Instagram. Notably, 80% of GenZ have made a purchase after viewing reels.
Furthermore, he highlighted the widespread practice of sharing reels daily, noting that people often use them to convey their emotions to their spouse or partner, friends and family, without uttering a word. This demonstrates the platform’s remarkable capacity for non-verbal communication, facilitated by its creative tools. This seamless sharing experience underscores the platform’s effectiveness in allowing users to express themselves without speaking.
Additionally, many consumers are actively engaged in building and purchasing brands on the platform, making reels a valuable business opportunity for brands.
“The most effective approach, and potentially the simplest as we delve deeper, is to develop reels in a manner that aligns closely with consumer habits. This method is advantageous because it directly resonates with the platform’s inherent nature,” Singh said.
Discussing the significance of collaborations with creators, Singh emphasised that creators need to grasp the language of media to maximise their impact. The key factor is their ability to effectively convey brand messages. Creator content significantly shapes how users engage with various platforms and influences their decision-making processes throughout the buying journey.
“For instance, 71% of consumers make a purchase within a few days of viewing creator content on Meta, and 64% are open to switching brands if a product is endorsed by a creator they follow,” he underscored.
“Partnering with creators for reels allows businesses to jump on real-time trends. Importantly, Reels Partnership ads drive better results across the funnel. By adding partnerships ads to business-as-usual ads, there are 18% lower cost per click and 25% higher click-through rate,” Singh added.
Furthermore, he went on to say that collaborating with creators serves several key purposes beyond simply increasing reach. It aids in crafting content that is native to Instagram and Facebook, leverages creators as effective product endorsers, translates stories for targeted audiences, and partners with creators for production. Additionally, a combination of macro and micro creators helps address gaps in reaching specific audience segments.
In conclusion, Singh stated that reels are not only being leveraged by impulse categories, other categories are also seeing significant use of reels.
