Pray.com · Christian prayer and devotional app
Move ads from Facebook image posts to Reels video early
Video ads didn't land at first; Reels is now where most spend runs
Mixedpaid-social
What they did
In 2019-2020 image ads in the Facebook feed performed well. Meta reps pushed video; early video ads (far costlier to make) didn't resonate. After TikTok became mainstream and from listening to Meta's quarterly earnings calls, started investing in Reels early; Reels now carries most delivery across Meta's apps.
What happened
Early videos didn't resonate; video (Reels) later became the dominant format for them.
In their words
Sub Club by RevenueCat · Building Trust with Users to Drive Revenue and Retention – Ryan Beck, Pray.com“early on, pre-IDFA, like call it 2020, 2019, that we would run a lot of images, and it would be on Facebook. They would resonate really well.”
“We started investing in Reels early on. And and now that's where it predominantly is, and it's spread across the the application verse for Meta.”
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