By Melissa Brest, Creative Strategy Consultant at VidMob
In today’s digital advertising environment mobile consumption dominates, and the 9:16 vertical format—particularly Meta’s Reels and Stories—offers brands an incredible opportunity to engage with their audiences in a full-screen, mobile-first, and immersive experience. However, after reviewing broad creative data across verticals, it is clear that many brands may not be fully capitalizing on the opportunity to optimize their content for a vertical world.
Why does this happen, and how can brands better capitalize on the promise of 9:16 as an engaging format and turn what may currently be a challenge into a high-performance opportunity?
Understanding the Performance Gap
The high impression share of 9:16 formats signals massive potential reach. However, many brands experience a disconnect between reach and meaningful engagement. Our analysis of millions of Meta ad creatives shows that this underperformance may be due to how ads are structured. The 9:16 format offers a mobile-first, immersive experience, but ads often miss the mark when they don’t align with user expectations. In fast-paced, user-generated content (UGC)-driven spaces like Stories and Reels, ads that feel overly polished, overly branded, or detached from the platform’s native style can quickly lose viewer attention.
Driving Narrative Authenticity and Emotional Engagement
To succeed in the 9:16 format, brands should strike a balance between equity, authenticity, and emotional connection. Ads that integrate products into relatable, emotionally charged stories—mimicking UGC—are far more effective at capturing viewer interest. We found that ads featuring strong emotional moments, such as happiness or surprise, saw up to a 20% lift in CTR. These types of ads feel more genuine, creating a narrative arc that feels native to the platform and the audience.
One effective way to structure these ads is by employing a problem-solution or solution-problem framework. This storytelling technique allows brands to establish an emotional connection with viewers right from the start, making them more likely to engage with the content as the narrative unfolds. Quick, engaging stories that mirror the spontaneous, personal, and relatable feel of UGC tend to resonate better with viewers in this format.
Avoiding Over-Branding and Text Overlays
Another insight that consistently stands out is the negative impact of over-branding in 9:16 ads. Ads that open with prominent logos or heavy text overlays lead to a median CTR reduction of -15%. In this format, subtlety is key. Instead of introducing the brand upfront, brands should allow the narrative to unfold naturally, with branding integrated more organically. This approach reduces the risk of ad fatigue and keeps the viewer engaged longer.
How Brands Can Optimize Their 9:16 Ads
Based on these insights, there are a few recommendations for brands looking to optimize their 9:16 Meta ads:
- Capture Attention Quickly: Given the fast-paced nature of mobile content consumption, it’s critical to hook viewers in the first few seconds. Avoid starting with direct product showcases or overt branding. Instead, lead with emotionally engaging visuals that grab attention right away.
- Align with Native Content: Ads that closely mirror the native content style of Stories and Reels—particularly UGC-style content—tend to perform better. Lighter branding and relatable, authentic visuals help create a seamless experience for the viewer.
- Test and Experiment: Not all audiences respond the same way, so testing different creative approaches is essential. This could include experimenting with different emotional tones, varying how products are integrated into the narrative, or testing interactive elements that encourage engagement.
The Opportunity Ahead
While the 9:16 format may present some novel creative challenges, the potential for brands to improve performance and drive meaningful results is significant. Creative data will inform optimizations, allowing brands to create and refine their content to better align with user preferences and platform dynamics, unlocking the full potential of this immersive format. With the right creative strategies in place, brands can turn these high-impression ad formats into high-performance drivers of success.
