As a Product Manager at Meta focusing on Reels across multiple placements, I led cross-functional teams to develop and optimize video content experiences that drive user engagement and advertiser value.
My role:
Strategic Product Development: Defining the product vision and roadmap for Reels integration across Meta's platforms, with specific focus on in-stream and in-story placements
Stakeholder Management: Collaborating with engineering, design, content, marketing, and data science teams to execute the product strategy
User Experience Optimization: Analyzing user behavior data to improve content relevance, discovery, and viewing experiences
Monetization Strategy: Developing and implementing effective advertising solutions within Reels that balance user experience with revenue goals
Performance Analysis: Tracking key metrics including watch time, engagement rates, creator adoption, and advertising effectiveness
A Success Story:
Challenge
An Enterprise Telecommunications Company was seeking to increase brand awareness and consideration among Gen Z and Millennial audiences. Traditional ad formats were delivering declining engagement and conversion rates with these demographics.
Solution
Working closely with XFN's and the marketing team, we developed a tailored Reels advertising strategy that included:
Placement Optimization: Custom mix of in-stream and in-story Reels placements based on extensive A/B testing
Creative Format Innovation: Vertical, immersive video ads designed specifically for each placement type
Creator Collaboration: Partnership with relevant creators who integrated AT&T messaging naturally into their content
Sequential Storytelling: Multi-part campaign that built narrative across different Reels placements
Results
The company’s campaign delivered exceptional results across key performance indicators:
43% increase in brand awareness among target demographics
2.8x higher engagement rate compared to industry benchmarks
37% lower cost-per-acquisition than AT&T's previous digital campaigns
22% increase in consideration among Gen Z viewers
Key Achievements:
Optimized the recommendation algorithm for in-story Reels, resulting in a 17% increase in daily active users engaging with short-form video content
Led implementation of new ad formats specifically designed for the in-stream Reels experience, improving advertiser ROI while maintaining positive user sentiment
The implementation led the expansion of Reels from Instagram in-stream and in-story placements, increasing cross-platform video consumption by 28%
