As Meta’s version of TikTok-style short-form video content, Reels, grows in popularity on both its Instagram and Facebook platforms, some new advertising options are being brought in to help advertisers make use of this type of content.
The first new option is the release of Messenger ads to Facebook Reels. This will allow advertisers to have their call-to-action button drive users directly to the Messenger app to start a conversation.
This ties in with the second new option – the ability to drive users from Facebook Reels directly to WhatsApp, another Meta-owned platform, to initiate a conversation. These two new options will be available for the Engagement, Traffic and Sales campaign objectives.
Both new options tie in with one of the key focuses for Meta – growing opportunities for direct messaging for businesses, particularly on the WhatsApp platform, of which it has released several new features for businesses over the past year. With these new options, Meta has also announced that it is starting to wind down its In-Stream ad option for video ads, in which ads appear in the middle of videos. The attractiveness of this ad option was debatable anyway, as for most people, an ad served in the middle of a video they’re watching is a nuisance, and it’s a case of being a waiting game until the ‘skip ad’ button appears. That Meta is removing this option though does indicate the prevalence of short-form video content on its platforms – wherein In-Stream advertising wouldn’t be possible.
The new options also indicate a shift in consumer habits – with a rise in direct messaging with businesses, it seems that many people are opting to have direct, human contact with brands to have their questions and queries answered, instead of just heading to the brand’s website. This does highlight the importance of not just having a presence on social media, but monitoring it too, and making sure all engagement from users is responded to accordingly.
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