Unlike ephemeral ads on platforms like Instagram, Pinterest content can live for months or a year. This extended lifespan means a single ad spend generates value long after the campaign ends, creating a more favorable long-term return on investment.

Instead of guessing what short-form content will resonate, identify existing long-form videos or articles with the highest engagement. Transcribe these proven winners and use AI to extract impactful clips, carousels, and tweets. This method leverages past success to increase the probability of future performance.

While posting the same Trial Reel multiple times will severely limit its views, the algorithm treats feed posts and Trial Reels separately. This creates a loophole allowing you to re-upload all your past feed posts as new Trial Reels, giving old content a second chance to reach a new audience without penalty.

Instagram is testing a default home feed composed entirely of Reels, reflecting that video now drives over 50% of time spent on the platform. This move solidifies its shift to a short-form video app, forcing brands still focused on static images to adapt or lose significant organic reach.

Meta's new ad placement inserts ads immediately after the top 5% of trending organic Reels. This tactic leverages the user's heightened state of positive engagement from the viral video, making them more receptive to the subsequent ad and significantly boosting ad recall and overall performance.

As Instagram is flooded with Reels, the less-common carousel format offers a significant reach advantage. Repurpose existing talking-head Reels by creating a two-slide carousel: the first slide is a static image with a compelling headline, and the second slide is the original Reel. This is a low-effort, high-impact strategy.

The old strategy of creating long, infographic-style pins is obsolete. Pinterest now prioritizes authentic, scroll-stopping videos similar to Instagram Reels. Even poorly designed but powerful videos that grab attention outperform highly polished, traditional pins, signaling a major shift in creative strategy.

Data reveals Instagram Reels now achieve double the reach (30%) and engagement of traditional photo or carousel posts (13-14%). With Instagram's head confirming the app is being redesigned around Reels and DMs, marketers should shift all focus to video and deprioritize static image content.

TikTok creators are visual learners who consume video content, not long documents. Instead of providing a detailed written brief, brands see better results by sending 3 examples of high-performing videos. This gives creators inspiration and direction without stifling their unique style.