Meta reports 3.5 billion daily Reels shares, unveils new Marketing API features for developers

Meta has revealed that users share 3.5 billion Reels daily across Facebook and Instagram, marking a significant increase from 2 billion shares reported a year ago. According to Meta's Q1 2024 earnings call data, the company reaches 3.24 billion daily active users across its platforms, with 50% of time spent on Instagram now dedicated to Reels.

The growing engagement with Reels has translated into tangible business results. According to Meta-commissioned research conducted by GWI in 2023, 87% of GenZ users (ages 16-24) reported following a business after watching Reels, while 80% made purchases inspired by Reels content. The study, which surveyed 6,758 heavy short-form video consumers across seven countries, also found that 61% of respondents said Reels ads led them to further consider brands they were already aware of.

Technical partner manager Joanna Haha and partner manager Raina Baker, who leads partnerships within the Americas region at Meta, emphasized the platform's ability to connect people through video content. According to Meta's internal data, 60% of time spent on both Facebook and Instagram is now dedicated to video consumption.

Understanding the new Marketing API features

Access and authorization requirements

The expanded Marketing API requires developers to obtain:

• A verified Meta business app
• Facebook Login or Facebook Login for business implementation
• Specific permissions including ads_management and ads_read
• Advanced Access authorization for managing multiple ad accounts

Creative specifications

Meta has outlined three essential creative elements for optimal Reels ad performance:

• Vertical video format with 9:16 aspect ratio
• Audio integration, noting that over 75% of Reels views on Instagram are with sound on
• Safe zone implementation for key messages and call-to-action placement

Campaign structure and optimization

The API supports multiple campaign objectives aligned with the new Outcome-Driven Ad Experiences (ODAX):

• OUTCOME_APP_PROMOTION
• OUTCOME_AWARENESS
• OUTCOME_ENGAGEMENT
• OUTCOME_LEADS
• OUTCOME_SALES
• OUTCOME_TRAFFIC

Historical context

The introduction of expanded Reels ad capabilities through the Marketing API represents a significant shift in Meta's advertising strategy. The company has been steadily building its short-form video capabilities since 2020 to compete with platforms like TikTok.

Data from Meta's analysis of 63 brand lift studies conducted between January 2023 and February 2024 shows campaigns using Reels ads achieved a 14% higher average brand lift and 24% higher median brand lift compared to business-as-usual campaigns. These results demonstrate the format's effectiveness in driving brand awareness and engagement.

The evolution of Meta's advertising platform reflects broader changes in consumer behavior, with short-form video emerging as a dominant format for content consumption and advertising. According to Meta's internal metrics, campaigns incorporating Reels creative essentials experienced twice the delivery rate to Reels placements compared to standard campaigns.

Significance for developers and advertisers

The expansion of the Marketing API for Reels ads is particularly significant for developers creating custom marketing solutions. The API provides programmatic access to Meta's advertising platform, enabling automated campaign management and optimization.

Meta has introduced a sandbox testing environment allowing developers to test implementations without incurring costs. This feature facilitates easier integration and testing of new advertising solutions.

For advertisers, the API expansion offers new opportunities to:

• Target specific placements across Facebook and Instagram Reels
• Repurpose existing organic content for advertising
• Access detailed performance metrics through the Insights API
• Implement automated campaign optimization

Key Facts

• 3.5 billion Reels shared daily across Facebook and Instagram
• 3.24 billion daily active users on Meta platforms
• 50% of Instagram time spent watching Reels
• 87% of GenZ users follow businesses after watching Reels
• 80% of GenZ users make purchases inspired by Reels
• 61% of users consider brands further after seeing Reels ads
• 14% higher average brand lift for Reels campaigns
• 24% higher median brand lift compared to standard campaigns
• 2X higher delivery rate for campaigns using Reels creative essentials