Thursday, December 4

🌟 Today’s Highlights:

• Snapchat is integrating with Wix for easier Snap ads creation

• Google’s AI Max is quietly turning all keywords into broad match

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• 📊 Stat of the Day: 69% of Google’s AI Mode user sessions resulted in a click to a website. (Source: Search Engine Land)

• 💡 Today’s Insight: Meta says Reels ads can lift purchase intent 5.3x

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⚡️ Today’s Headlines ⚡️

🛍️ TikTok Shop saw nearly 50% more U.S. shoppers this BFCM than last year. Over the four-day shopping period alone, TikTok Shop saw sales exceeding $500 million with livestream sellers seeing 84% sales growth and over 1.6 billion views.

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👻 Snapchat is integrating with Wix to simplify ad creation. The new integration allows Wix users to connect their Snapchat account, link their Wix product catalog to Snap’s ad creation pipeline, then run Snap ads direct from Wix.

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😮 Google’s AI Max is undermining match-type control. A recent test found that Google’s new AI Max setting quietly turns all keywords into broad match and blurs reporting, making it harder for advertisers to see what’s really driving their results.

💡 Today’s Insight 💡

Meta says Reels ads can lift purchase intent 5.3x

🗞 TL;DR - According to Meta’s latest research, Reels ads designed natively for the platform can significantly boost purchase intent and brand interest. The key here is native creative, not repurposed assets from somewhere else. Keep scrolling for the key takeaways from Meta’s report 👇

💡 Insight - Here’s what Meta’s data says:

• Showing branding and messaging in the first 5 seconds makes ads 1.7x more likely to rank in the top purchase-intent tier.

• Showing the product more than once lifts purchase intent 2.7x and multiple brand appearances across scenes leads to 1.8x lift in top-tier purchase intent.

• Featuring branding (but keeping it under 25% of the ad duration) drives a 4.8x lift in purchase intent, while using visual or audio CTAs drive a 1.9x lift.

• Combining speech and music doubles the likelihood of landing in the top 10% for brand interest.

• Adding context on features and benefit-driven messaging boosts purchase intent 5.3x, while including relatable, everyday connections in messaging improves purchase intent 1.5x.

So, what should you do with this knowledge? Take Reels seriously. Over half of Instagram usage is now spent on Reels and video time watched on the platform is up over 30% year-over-year. And if you want to dip your toe into the Reels ads ecosystem, make ads designed specifically for the platform, don’t just repurpose content. The more natively integrated the creative, the better the results.

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