In a new study, Meta reports that native-format ads on Instagram / Facebook Reels can dramatically increase consumer purchase intent — by as much as 5.3 times. This insight is a strong signal to marketers: short-form video ads, when designed right for the platform, are especially effective at influencing buying decisions.
What the Research Found — Key Insights from Meta
According to the research (in Meta’s own internal study), the following creative and format elements in native Reels ads are linked to significantly higher purchase intent:
- Clear USPs / context & benefits: Ads that highlight product features, benefits or unique selling points tend to boost purchase intent up to 5.3×.
- Repeated product exposure: Showing the product more than once during the ad increases the likelihood of consumer interest.
- Balanced branding: Ads that use branding elements, but don’t let branding dominate (for example, limiting brand-logo time to under 25% of the ad) — these see much stronger intent lifts.
- Platform-native creative: Ads designed specifically for Reels (vertical format, fast pacing, native style) — not recycled or repurposed assets — perform better.
Meta’s takeaway for advertisers is clear: success on Reels comes when ads “feel natural” in the content feed — blending with platform norms rather than interrupting them. Search Engine Land
Why This Matters — Reels as a Major Opportunity for Brands
- Short-form video dominance: As more users spend growing share of time on Reels and other short-form video feeds, embedding marketing in this format aligns with changing consumption habits. Meta’s findings suggest Reels aren’t just about engagement — they can directly influence purchase intent and conversion.
- Better ROI potential: A 5.3× lift in purchase intent (if it translates to conversions) means advertisers may get a stronger return on ad spend compared to traditional banner or static-post ads — especially for impulse purchase products, retail, D2C, and fast-moving consumer goods.
- Creative strategy shift: Instead of repurposing legacy ads, brands may need to invest in Reels-native storytelling — showcasing products dynamically, emphasizing benefits, and using Reels-friendly formats (vertical video, fast pacing, storytelling).
- Competitive advantage for early adopters: Brands that quickly adapt to these learnings may out-perform peers, especially in markets where Reels penetration is high and consumer purchase decisions are increasingly influenced by social media advertising.
What Advertisers Should Do — Key Recommendations
If you plan to run ads on Meta’s Reels platforms:
- Design your creatives specifically for Reels: vertical format, native feel, fast pace.
- Include clear selling points or USPs visually and/or via captions/audio to highlight benefits.
- Show your product multiple times during the ad — not just at the start or end.
- Avoid over-branding: subtle branding appears to work better than heavy branding.
- Consider Reels especially for products with visual appeal or emotional/impulse purchase triggers (fashion, lifestyle, FMCG, gadgets).
Broader Implications — What the Report Suggests About Advertising Trends
Meta’s findings reinforce a larger trend in digital marketing: short-form video + platform-native ads = higher engagement + higher conversion potential. As user attention continues shifting toward immersive, scrollable, short-form video content, ad formats built around those habits may outperform traditional display or feed ads.
For the wider advertising industry, this could mean more budgets shifting toward short-form video, greater demand for creative content tailored for platforms, and rise of Reels-first marketing strategies — especially in markets with high social media penetration.
For small and medium businesses (SMBs) and direct-to-consumer (D2C) brands, in particular, this offers a relatively accessible and powerful channel to reach audiences and drive purchase intent without necessarily huge budgets.
Conclusion
Meta’s new research makes a strong case: when done right, native Reels ads — built for the platform rather than recycled from elsewhere — can boost purchase intent up to 5.3×. For brands and advertisers aiming to maximize ROI, this isn’t just a trend — it’s a strategy shift. As short-form video continues to dominate user attention, Reels-native ads may well become the new baseline for effective social media advertising.
