Wavo Labs: This series shares the results of our music marketing experiments and how they inform artist media strategy.

What We Tested

In 2020 Instagram launched Reels, a 15-second video format, as “a new way to create and discover short, entertaining videos on Instagram.” 

Following pilot tests in selected countries and a redesign that placed the new format at the center of Instagram's app interface, Reels are now available as an ad placement. 

For this test, we wanted to determine how Reels ads compare to an existing and popular Instagram ad placement for artists and musicians: Stories. 

We specifically looked at Stories and Reels portions with a ThruPlay objective.

The Results

For this test, Instagram Reels ads more effectively drove metrics that help marketers reach new audiences (Impressions and 3-Second Video Views).

Instagram Stories ads, on the other hand, drove metrics that more closely align with community-building and engagement (i.e. ThruPlays and Clicks).

The Takeaway

We recommend that music marketers who want to drive ThruPlays and Link Clicks prioritize Instagram Stories.

For those who want to increase awareness metrics like Impressions and 3-Second Video Views, try Instagram Reels.

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