In the words of Barbara (Katy Wix) in Ted Lasso “Facebook is only for racists and grandparents now isn’t it?” Most of us who aren’t racists or grandparents have therefore left the OG social media platform to exist without our presence. According to VaynerX and VaynerMedia founder Gary Vaynerchuk, we are making a mistake. 

Speaking to Campaign, Vaynerchuk said: “I think Facebook Reels right now is one of the most underpriced organic reach creative models in the world.” He added that “millions and millions” of people (not just grandparents and racists) are consuming Facebook Reels but “no one is talking about it”.

Why should we trust Vaynerchuk? Well he himself is a successful content creator with over 6 million followers on Facebook and over 10 million on Instagram. As a creator, Vaynerchuk is always testing different media to see where content works well. Despite his biggest following being on Instagram, Vaynerchuk said his growth on Facebook has been “huge” in comparison to the other two platforms.

Going back to our Ted Lasso quote, it’s even more shocking to discover that  Vaynerchuk’s largest growing demographic on Facebook was the 18-25 age range. From Vaynerchuk’s perspective, Reels is perhaps the most exciting medium right now and, although he is looking forward to the “positive change” AI could bring, he is resolute it will also bring “negative change” just like “every piece of technology”.

According to Campaign, Facebook Reels are not currently universally monetised but have been beta tested with limited partners and this is set to change soon.  

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