The language learning app cut its cost per incremental lead in the US by 55% after adding Reels ads on Instagram and Facebook to its usual Advantage+ placements.
Founded in Berlin in 2007, Babbel is the world’s leading language-learning app, with more than 10 million subscriptions sold. Babbel uses real conversations by native speakers to help people learn a new language.
lower average cost per incremental lead using Reels ads and Advantage+ placements, compared to business-as-usual campaign
higher unique reach using Reels ads and Advantage+ placements, compared to business-as-usual campaign
Babbel wanted to reach new people in a cost-effective way, driving leads and conversions as efficiently as possible.
Exploring Reels ads
To reduce the cost of acquiring new customers, Babbel decided to run ads that it had created specifically for the Reels placement on Instagram and Facebook in addition to ads that used Advantage+ placements, which it used in its existing campaigns. Advantage+ placements automatically display an ad in its best place across different Meta technologies, including Facebook, Instagram, and Messenger.
Reels ads are full screen and vertical, similar to ads in Stories, and appear in between individual Reels. The ads loop like regular Reels content, and can be up to 30 seconds long. People can comment, like, view, save and share Reels ads. Babbel’s Reels ads followed Meta’s best practices for engaging short-form videos, and featured real users of Babbel explaining how it had helped them to learn a new language. Five different ad creatives were used, and the majority of the Reels ads were delivered on Instagram.
The campaigns reached out to a broad audience of adults in the US, excluding previous customers and app users. To test the effectiveness of adding Reels ads to its usual placements, Babbel conducted an A/B conversion lift test that compared its usual approach in cell A to a combined Reels ads and usual setup in cell B. The test, which ran from May 30–June 21, 2022, found:
- 55% lower average cost per incremental lead using Reels ads and Advantage+ placements, compared to business-as-usual campaign
- 11% higher unique reach using Reels ads and Advantage+ placements, compared to business-as-usual campaign