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As the CEO of a data-first creative agency, I should be thrilled. After all, what’s not to love? AI that turns static banners into motion? Real-time testing before you scale? Click-to-cart conversion inside a 15-second video? These are game-changers.
But beneath the glitter of automation and reach lies a more complicated truth; one that marketers ignore at their peril.
Let’s start with the obvious. Reels now account for half of all time spent on Instagram. That’s not a trend; that’s a tidal wave. Gen Z is watching, interacting, and, crucially, buying. We’ve seen branded Reels outperform feed posts by 2–3x in CTRs. If you’re not building for vertical video with sound-on hooks and swipe-up flow, you’re not in the game.
And Meta’s AI toolbox? For lean teams, it’s rocket fuel. The ability to remix assets, localise audio and A/B creative treatments in-flight is no longer a luxury.
But here’s the catch: in this rush to automate and optimise, too many brands are losing the plot—literally.
Reels are entertainment. Scroll-stopping creative still needs human insight. Story. Humour. Timing. The platforms may be algorithmic, but the audience is not. We’ve seen AI-generated ads that tick every box—perfect resolution, optimised aspect ratio, top-trending sound and still fall flat because they forgot to connect emotionally.
The most powerful ads don’t just appear “native.” They feel intentional. Relatable. And yes, imperfect in a human way. The brands winning on Reels are those that build with the culture, not just for the format.
There’s also the question of fatigue. Meta’s own test of “forced-view” ads (where you can’t skip a Reel ad for 4–5 seconds) may juice short-term impressions, but long-term? It’s risky.
We’re already seeing comments roll in: “Not this ad again,” “I just saw this five times.” As a creative leader, that’s a red flag. You can’t optimise your way out of poor storytelling. And the second your ad becomes a nuisance instead of a narrative, you’re burning brand equity.
We’re entering a phase where creative will bifurcate. On one end: ultra-automated, hyper-performant AI-driven spots. On the other: crafted, community-rooted content that’s harder to scale but impossible to fake.
Smart brands will do both. Use the machines for what they’re good at: speed, personalisation, testing. But let humans do the heavy lifting where it matters most: concept, tone, cultural timing.
At Lucky Hustle, we believe data is the lens, not the script. Instagram Reels give us a sharper lens than ever before. But don’t mistake optimisation for connection. The feed may be gone but the need for creativity—real, resonant, unskippable creativity—is more urgent than ever.