Why Reels outperform traditional Facebook Ads? The key lies in these metrics
Meta's latest declaration regarding the incorporation of creator-generated content into Reels collections ads emphasizes how the platform is transforming into an ad space that is focused on performance. In Asian markets where short-form video consumption dominates, Reels has emerged as a critical channel for Facebook Ads aiming to maximize ROI. A meta-analysis of 35 global campaigns revealed Reels placements deliver 8% lower cost per incremental ad recall compared to traditional placements—a statistic with 88% confidence. This aligns with regional trends; Southeast Asia's social commerce growth (projected to hit $89B by 2025) increasingly hinges on video-first strategies. For performance marketers, these aren't just engagement metrics—they translate to tangible cost efficiencies. The Philippines' Pharex B-Complex campaign demonstrated this by achieving 50% lower cost-per-recall when supplementing static ads with Reels.
I. Meta-Analysis: Reels' Impact on Brand Awareness and Ad Recall
A meta-analysis on a global scale, which involved 16 brand lift studies, indicated that the median cost per additional unit of brand awareness for advertising campaigns featuring Reels placements was 11% less than that of campaigns utilizing traditional placements. This finding held a 92% confidence level, underscoring the statistical significance of Reels' effectiveness for Facebook Ads. The analysis spanned diverse industries and regions, confirming its applicability across verticals.
Beyond cost efficiency, Reels excels at driving ad recall—a critical metric for brands aiming to stay top-of-mind. Another meta-analysis of 35 studies showed an 8% reduction in cost per incremental ad recall with Reels, outperforming traditional Facebook Ads placements with 88% confidence. These results stem from Reels' algorithmic favorability and user behavior; viewers actively seek out entertaining content, making them more receptive to branded messages woven into their feeds.
The comparative advantage of Reels becomes even clearer when examining BAU (business-as-usual) placements. While static ads and standard videos often suffer from banner blindness or skip rates, Reels’ native format aligns with how users consume content today—vertically, with sound on, and designed for quick consumption. This alignment translates into higher retention rates and better campaign performance overall.
II. Case Study 1: Pharex B-Complex Philippines – Leveraging Reels for Pharmaceutical Marketing
When Pharex Health Corporation redesigned its Vitamin B-Complex packaging, it faced the dual challenge of announcing the change while assuring customers of unchanged efficacy. The team rolled out seven advertising campaigns on both Facebook and Instagram. These campaigns combined traditional photo and video advertisements with Reels that were tailored and optimized for increasing video views and achieving ThruPlay.
The results were striking: the combined approach yielded a 10.3-point lift in ad recall—four times higher than traditional Facebook Ads alone—and a 50% reduction in cost per lift. By leveraging Reels' dynamic format to showcase the product's evolution, Pharex transformed a routine packaging update into an engaging narrative. The campaign also drove website traffic via “Learn More” CTAs, proving that even regulated industries like pharmaceuticals can harness Reels' creative potential without compromising compliance.
For brands seeking similar efficiency, tools like Topkee's TAG audience segmentation can further refine targeting by analyzing user behavior across platforms, ensuring ads reach the most relevant audiences.
III. Case Study 2: Slound Korea – Partnership Ads with Reels for E-Commerce
Slound, a Korean bedding brand, faced intense competition in a saturated market. To differentiate itself, the company collaborated with over 10 creators to produce Reels showcasing real-life product use. These partnership ads, combined with Advantage+ shopping campaigns, reduced CPA by 46% and doubled ROAS compared to standalone campaigns.
The authenticity of creator content proved pivotal. Unlike polished corporate Facebook Ads, creator-led Reels resonated by addressing pain points like sleep quality without overt sales pressure. This strategy expanded Slound's reach by tapping into creators' follower bases—demonstrating how partnership ads amplify both performance and community-building.
Topkee's TTO topic management exemplifies this approach, extracting high-impact creative themes from customer insights to craft relatable narratives.
IV. Case Study 3: Manulife Philippines – Storytelling Through Reels for Financial Services
Manulife's marketing initiative aimed at millennials and Gen Z made use of the storytelling capabilities of Reels to give insurance a more relatable and human touch. By featuring customer narratives—such as a parent funding autism therapy or a widow securing her child's education—the brand achieved a 24-point lift in ad recall. Vertical videos adhering to Reels' best practices (e.g., 9:16 aspect ratio, sound-on) ensured maximum impact for their Facebook Ads.
The achievement of the campaign relied on the diversification of creativity. Videos with shorter durations emphasized Manulife's part in helping people reach their life objectives, whereas videos in longer formats established emotional bonds. This phased approach, combined with Advantage+ budget optimization, showed how complex services simplify messaging through Reels.
Topkee's multi-position ad delivery (spanning Facebook, Instagram, and Messenger) mirrors this versatility, enabling brands to align creative formats with specific funnel stages—from awareness to conversion.
V. Strategic Implementation of Reels in Asian Facebook Ads Campaigns
To maximize Reels' potential, advertisers must optimize for platform-specific nuances. Vertical formats (9:16) with bold text within safe zones ensure readability, while sound-on creative capitalizes on Meta's finding that 80% of Reels are watched with audio. Budget allocation should balance Advantage+ automation—which leverages AI for placement optimization in Facebook Ads—with manual adjustments for market-specific trends.
Measurement frameworks must extend beyond vanity metrics. Brand lift studies and incremental lift analyses, like those used by Pharex and Manulife, provide actionable insights into Reels' impact on recall and cost efficiency. Tools such as Meta's Conversion API can further refine attribution, linking Reels engagement to downstream actions like purchases or lead form submissions in FB Ads.
Conclusion
From pharmaceuticals to fintech, Reels has proven its ability to cut through clutter with lower costs and higher engagement in Facebook Ads. As creator collaborations and algorithmic shifts continue to shape the platform, early adopters in Asia stand to gain a competitive edge. For brands ready to test Reels, the key lies in blending authentic storytelling with data-driven optimization—ensuring every second of vertical video delivers measurable value.
Need help integrating Reels into your strategy? Contact Topkee's Facebook Ads experts to leverage TAG targeting and creative diversification for your next campaign.
