We analysed over 2000 Reels. Here are four trends brands can’t afford to ignore.

If keeping up with social ad trends feels like a never-ending game of whack-a-mole, you’re not alone. As Global Partnerships Director at Genero, I obsess over creative trends, platform shifts, and audience behaviour daily. I know it’s no picnic.

That’s why we analysed over 2000 Reels produced by Genero over the last year, through our work as a Meta Business Partner. We dissected briefs, ideas, and the final ads – to pinpoint the trends and approaches to boost your short-form video strategy. 

Here are four key takeaways.

1. The rise of hybrid-storytelling 

Creative and asset diversification is a growing priority, more on that later, so successful brands are blending polished assets with creator-led storytelling. This approach drives engagement across platforms and through the sales funnel. For example:

In this campaign, Samsung paired premium ads like this with influencer-led content that speaks directly to fans, produced through Genero.

At Genero, our Creators with Craft solution combines social-first creators with professional production talent, helping brands elevate their creator content and produce a range of polished organic and paid assets.

Genero partnered Garnier with professional creatives and personality-first content creators to produce two mixed-reality ads, enhanced with CGI and tailored to each creator to encourage cross-profile audience viewing.

The takeaway? It’s not either/or. A blended approach balances quality with authenticity, boosting engagement and reaching new audiences.

2. Hook, line, and sinker

The battle for attention on social platforms is more ferocious than ever.  In Harry Potter, the kids face the nearly impossible task of catching a lightning-fast, fluttering key in a storm of keys. This is what catching the attention of audiences can feel like. Hand me my broomstick.

We know the first three seconds of a video are imperative to stopping the scroll. These days, successful brands are leaning into creator-inspired hooks to capture attention. They often fall into these four categories:

• Social proof –Instantly relatable – “That’s so me!”
• Controversy – Designed to shock the brain into paying attention.  “No way they just said that.”
• Easy win –  The hook for anyone (everyone?) looking for a quick fix. “Here’s my super simple hack”
• Problem/Solution – Tried, tested and effective. “Struggling with X? Here’s the fix.”

3. Creative diversification. 

A/B testing? That’s so 2020. Brands winning today are feeding the algorithm, creating expansive and diverse suites of content. AI-driven audience optimisation can help the content reach the right people at the right time, even capturing new audiences. It’s more like A-Z testing. 

Here’s a range of ways you can approach this, in order of difficulty, from first date to fully committed. 

1. Format Diversification: Mix videos, images, and ratios for different placements.
2. Audience <> Message Mapping: Tailor messaging to different needs and motivations (e.g., price vs. sustainability).
3. Visual Diversification: Vary production approaches to integrate creators, studio shoots, UGC, and animation to connect with different audiences.

Kerastase has nailed this approach, developing diverse creatives instead of a one-size-fits-all approach. Differentiated ad creative not only looks better but also boosts the audience experience. It helps expand your reach and strengthens performance.

4. The CTA get’s a glow-up

Gone are the days of the clunky, last-second “Buy Now” CTA slapped onto the end of an ad. Successful campaigns weave calls to action seamlessly into content, making conversion feel natural, not forced.

Creators are leading the way, blending entertainment, problem-solving, and FOMO-driven persuasion. When done right, CTAs feel like an unmissable opportunity, not an interruption.

This example leads viewers effortlessly from discovery to checkout.

What’s next for Reels?

Social never sits still – and neither should your strategy. The most successful creators, and brands, aren’t just keeping up, they’re shaping the conversation by;

✅ Expanding their creative toolkits – mixing high-production assets with authentic, low-fi content
✅ Testing bolder, brassier hooks to stop the scroll
✅ Exploring layered experiments and diversified creatives to reach new audiences
✅ Borrowing from creators to make CTAs feel effortless

Want to push the boundaries of your social video strategy or learn more about these approaches? Genero’s global network of expert strategists, creators and production teams is ready to help. Click here to book a free 15-minute social creative consultation.