Meta is adding new ad options in Reels, so advertisers can
maximize their ad campaigns through short-form videos. These include Click-to-Messenger
Ads and the ability to turn organic image and video posts into ads in Ads
Manager on Facebook Reels, as well as the expansion of support for the Ads on
Facebook Reels post engagement objective.
The Click-to-Messenger Ads tool is created to help
businesses drive contact from people on Facebook via DMs. In a recent survey,
Meta noted that about 50% of Reels viewers have made DM contact with a brand
after seeing its short-form video content.
A prominent button that says “Send Message” prompts users to
contact a business via DM directly from the ad. These Click to Messenger ads, according
to Meta, are mostly shown to users that are “most likely to initiate a
conversation with a business on WhatsApp, Messenger or Instagram.”
The integration of the Click-to-Messenger Ads will also
facilitate businesses to enhance their presence on WhatsApp, which now offers plenty
of business opportunities.
As for the expanded support for the Ads on Facebook Reels
post engagement, the option will help businesses monitor analytics like
reactions, comments and likes, and compare them to those from other ads or
campaigns. Eligible advertisers, as a result, will be able to extend the reach
of their campaigns to new audiences via Overlay and Post-Loop Ads.
As Meta progresses to focus on ad opportunities within
Reels, it is also taking the focus away from its In-Stream Reserve video ad
offering. This tool was designed to help advertisers reach users that viewed
video content from some of the most engaging and top tier quality publishers
and creators on Facebook. However, people have begun to move away from
long-form video content ever since Reels started gaining more popularity, which
has led Meta to drop ad programs for long-form videos, specifically the Watch
programming.
