While many marketers focus on Instagram Reels, Facebook Reels remains an underutilized opportunity for reaching potential customers. With Meta's continued investment in short-form video, Facebook Reels now offers extended 90-second clips, matching Instagram Reels and aligning with TikTok's long-form video strategy. Additionally, creators have access to enhanced tools like templates, memories, and Grooves to produce more engaging content.
The Untapped Potential of Facebook Reels
Meta's decision to discontinue the Reels Play bonus program has shifted creators toward monetization through advertising. Currently, creators can earn revenue by incorporating overlay ads and post-loop ads into their Reels. Despite reaching nearly 700 million users by January 2023, Reels ads accounted for only 3% of Facebook's total ad impressions in 2022, indicating significant untapped potential.
In March 2023, Meta introduced the "Click to Messenger" ad format for Facebook Reels, with optional WhatsApp conversion support. This innovation allows advertisers to initiate direct conversations with potential customers, moving beyond one-way communication.
Step-by-Step Guide to Setting Up "Click to Messenger" Ads
To leverage Facebook Reels effectively, follow these steps to create a "Click to Messenger" ad campaign:
Step 1: Selecting the Right Ad Objective
Begin by opening Facebook Ads Manager and creating a new campaign. Choose an objective that aligns with your marketing goals. Note that not all objectives support "Click to Messenger" ads. Currently, engagement, traffic, leads, and sales objectives are compatible.
Step 2: Configuring the Ad Set
After setting your campaign-level preferences, proceed to configure the ad set. Depending on your chosen objective, the conversion options will vary:
- Engagement Objective: Select "Messaging Apps" as the conversion location and choose "Click to Message" as the ad type. Connect your Facebook Page and select the appropriate messaging app.
- Traffic Objective: Choose "Messenger" as the conversion location. Note that this objective allows targeting only one messaging app per ad set.
- Leads Objective: Opt for generating leads via Messenger or Instagram. This objective supports dual conversion locations, enabling you to test complementary strategies.
- Sales Objective: Similar to the engagement objective, select "Messaging Apps" and choose up to three options (Messenger, Instagram, or WhatsApp) to drive conversations that lead to sales.
Step 3: Crafting the Message Template
At the ad level, set up your message template. Align the content with your target audience's position in the sales funnel:
- Starter Template: Ideal for engagement, traffic, and sales objectives, this template allows up to five questions displayed as prompts in Messenger.
- Automated Chat Template: Supported by engagement, traffic, and leads objectives, this template enables a sequence of questions to qualify leads efficiently.
Step 4: Optimizing Creative Assets
Ensure your ad includes the "Click to Messenger" prompt by selecting the Reels placement at the ad set level. Optimize your video content using Facebook's built-in editing tools or third-party applications for enhanced appeal.
Step 5: Leveraging Additional Reels Placements
Beyond in-feed Reels ads, consider overlay and post-loop ads on creators' Reels to maximize visibility.
Step 6: Preparing Saved Replies in Messenger
Set up saved replies in your Business Suite inbox to streamline responses and ensure timely follow-ups with potential customers.
Step 7: Utilizing WhatsApp Conversion Options
Since March 2023, advertisers can optimize for WhatsApp conversations within Reels ads. Connect your WhatsApp Business account in Ads Manager and apply the same messaging templates used for Messenger campaigns.
Conclusion
Facebook Reels presents a unique opportunity for marketers to engage with a large yet underserved audience. By implementing "Click to Messenger" ads, businesses can foster meaningful conversations and drive conversions effectively. With Meta's ongoing enhancements to Reels, early adopters stand to gain a competitive edge in this evolving digital landscape.