Episode Details
Back to Episodes
Why Your Instagram Reels ROAS Is Lower Than Feed Ads
Description
Lucas and Luna dive into a specific performance marketing blind spot: Instagram Reels ads underperforming feed ads on ROAS, even though Reels get more reach. They break down the data from a real DTC brand that ran a controlled split test over Q1 2026—Reels had a 40 percent lower ROAS than feed despite costing 30 percent less CPM. The hosts explain the structural reasons: Reels compete for attention against entertainment content, not shopping intent; users scroll Reels in 'lean back' mode, making direct response harder; and Meta's algorithm optimizes Reels for watch time, not conversions. They offer a tactical fix: use Reels for top-of-funnel brand awareness and retarget those viewers with feed ads for conversion. No hot takes, just a data-backed diagnostic for any marketer running Reels campaigns.