Every brand manager has heard "you need to do Reels." And while video does tend to win on reach and engagement, the picture is more nuanced when it comes to actual conversions.
What Our Data Shows
Across 200+ ad creatives we managed in FY2025–26, here's what we found:
- Reels win on reach: Video ads get 40–60% more impressions at the same budget due to platform preference and lower CPMs.
- Static wins on conversion rate: For cold audiences, a well-designed static creative with a clear offer often converts 20–30% better than a Reel.
- Carousel wins on retargeting: For warm or retargeted audiences, carousel ads showing multiple product angles or reviews consistently outperform both formats.
The Right Framework
Use Reels for awareness and top-of-funnel reach. Use static or carousels for conversion-focused retargeting. Don't let format preference override funnel logic.
The best creative format is the one matched to the audience's stage in your funnel — not the one that's currently trending.
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