Businesses share tips on how Reels are helping them sell

Consumers and businesses are leaning into short-form video formats like Reels as a more authentic way to build community and connection. Telling your brand story in a creative and entertaining way can drive awareness for your brand, build better relationships with new and existing customers and help you sell. Almost half (47%) of global consumers note that short form videos posted by creators motivate them the most to discover and shop for new products.¹

Brands such as Manscaped, a San-Diego based male grooming company, and Nogu, a Toronto-based artisanal jewelry brand, have seen success using Reels to grow their business and community. To help businesses learn from their success, we sat down with both brands to learn more about the strategies that are working for them.

Why are you investing in Reels content and what successes have you seen?

“We see short-form video formats like Reels as the future of social media. Reels allow us to share more about our brand and provide customers with a behind-the-scenes look at our products. Our founders were born with cystic fibrosis and supporting charitable causes is a core value of the Nogu brand DNA. With Reels, we can bring more of this story to life in a way that we can’t through static images and text.

To launch our mermaid glass collection, we created narration-style reels with sound and text that highlighted the unique features and details that went into producing the collection, including collaborating with our nonprofit partner Take 3 For the Sea, working to support cleaner oceans. Our strategy with Reels has resonated with our customers. In June, we tested Reels ads and saw a decrease in cost per purchase and an increase in higher purchase conversions.” —Mario Lavorato, Creative Director, Nogu

“We’ve leaned into paid and organic experiences on Meta platforms since the beginning of Manscaped. When we first started, we leaned heavily into our Facebook and Instagram pages, stories, hashtags and product tags to drive discoverability of our products and build a community. We actively engage with new customers and our fans through our Facebook Group and actively reply to comments and messages for customer service. More recently we’ve been leaning into Reels to connect with our customers and use the format to create humorous and entertaining content. Since we started publishing content on Reels in 2020, we’ve driven over 10 million video views and a 40% increase in followers, which has been a huge win for our brand.” —Joey Kovac, VP of Marketing, Manscaped

How do you come up with the content for your Reels? Where do you get your inspiration from?

“Facebook Groups has been a great tool for us to cultivate the online community that we’ve built around our brand. Today we have over 11,000 members of our Nogu Insider group and we look to them for content inspiration. While the group has come together around the brand, members can share reviews, interest in products or build connections with like-minded people. With our Nogu Insiders, we can learn more about our customers’ interests, what products are resonating and come up with Reels and ads campaigns to solve those needs.” —Jessica Venuto, Brand Manager, Nogu

“Our Reels strategy really starts with our brand identity and is about having a conversation with our customers. For Manscaped, that means leading with humor and entertainment to start a more approachable conversation around grooming through comments and direct messaging. From a trend perspective, we’re seeing user-generated content style content perform better, and we try to bring in multiple voices to communicate our brand in a more authentic way.” —Joey Kovac, VP of Marketing, Manscaped