CASE STUDY: Facebook Ads vs Instagram Reels
First things first, let’s start with definitions.
What are Instagram Reels?
Instagram reels (also called IG reels) are short portrait-size videos on the Instagram app. They’re typically on an entertaining topic with catchy music or audio. Reels get a lot of reach (people viewing the reels) on Instagram right now so they have become extremely popular.
What are Facebook Ads?
Facebook Ads are a form of paid social media advertising that show up on the platforms: Facebook, Instagram, and Facebook partner networks. You’re able to build a campaign with a specific objective that goes out to your target audience. Facebook Ads are the cheapest form of online advertising.
See below for a direct comparison between the two.
About the viral reel
I got 10 million views on an Instagram Reel. Click here for the reel.
The reel is about a reaaaaally bad haircut I got in 2020. It has trending music and was a super basic template; images with a little bit of text.
I made this reel for fun, not necessarily to get leads. I’m a strong believer that you don't need to make reels with business results in mind, it's ok to make content for fun.
That being said, the way reels are being pushed right now creates the deception that posting reels will create a successful business, but that just isn't true.
I got a lot of exposure from the reel, but I didn't get any business results (leads, clients, sales, etc).
How I ended up getting business results
It got me thinking, the amount of time it takes me to make an Instagram Reel could also be spent putting together an ad campaign that actually gets business results.
Because, honestly, at this point in my business, I'd rather spend money on advertising than have to show up often in reels. I’m not a huge fan of filming myself dancing. I wish I was, but it’s not really my thing.
I created an ad campaign.
I spent about 1 hour creating a simple ad campaign to grow my email list.
On the first day of my campaign, I spent $15 and got 13 new email subscribers which surpass any business result I've gotten from reels and in way less time.
My final thoughts
My Instagram Reel got more reach.
My Facebook Ad in 1 day got more results.
Reels and video content are not the be-all and end-all for your business.
Reels vs Facebook Ads
Reels
Organic (unpaid) exposure with the potential to get a large reach
You can't control if your reel is going to your target audience
No option to have a CTA button or to instantly redirect to your website
Facebook Ads
Paid exposure with a pre-estimated reach & delivers results based on the campaign objective
You can directly target your ideal audience
Includes a CTA redirect button and campaign objective so you can reach your goals quickly