WEBULL

The financial technology company increased app downloads at a 17% lower cost per conversion lift for app installs by adding Instagram Reels ads to its business-as-usual campaign.

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THE STORY
Tools for investing

Since 2017, Webull has allowed investors to make commission-free trades on stocks and options. With seven million active users worldwide, the online investment app provides customers with a suite of advanced tools and services that provide real-time market data to help them make strategic investment decisions.

50%

more app installs and complete registrations from cell with Reels ads, compared to cell without

17%

lower cost per conversion lift for app installs from cell with Reels ads, compared to cell without

40%

lower cost per conversion lift for addition of payment information from cell with Reels ads, compared to cell without

Incorporating Instagram Reels ads to our business-as-usual strategy led to incremental growth in our campaigns. Running video ads has helped to drive results and we see Reels as a new way to increase engagement and conversions.
DENG SUI, LEAD OF MARKETING TEAM, WEBULL
THE GOAL
Encouraging app installs and engagement

Webull wanted to see if adding Instagram Reels ads to its campaign would encourage more people to install its app and take actions within it.

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THE SOLUTION

Driving conversions with Reels

Webull has always been open to exploring new ways to improve campaign performance and drive in-app actions. The company had been running its usual video ad campaigns when, keen to boost their performance, it decided to try adding Instagram Reels ads to its strategy.

To test this new approach, Webull conducted an A/B test that compared its usual video ads campaign in one cell to a combination of the video ads and Instagram Reels ads in a second cell. The campaign targeted ads to people with an interest in investments. Webull also created international lookalike audiences based on people who already used the app.

The test revealed that the cell with Instagram Reels ads drove considerably better results and conversion. The test ran from June 2–15, 2022, with the following results:

  • 50% more app installs and complete registrations from cell with Reels ads, compared to cell without
  • 17% lower cost per conversion lift for app installs from cell with Reels ads, compared to cell without
  • 40% lower cost per conversion lift for addition of payment information from cell with Reels ads, compared to cell without
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