Meta published recommendations for working with Reels and the Edits editor. The most interesting part for affiliate marketers — is the breakdown of the analytics. The company showed which metrics can help determine why a video isn’t getting reach and what exactly should be changed in the creative.
For those who drive traffic through Reels or test organic traffic funnels, this is a ready-made checklist. Instead of immediately making a new creative after the first unsuccessful tests, you can open the analytics and find the stage at which viewers start dropping off.
Why Viewers Leave in the First Seconds
Meta places the main emphasis on the first seconds of the video. If a user scrolls past the video almost immediately after it starts, the algorithm receives a signal that the creative failed to capture their attention. As a result, reach begins to decline.
Long introductions, logos, slow build-ups — all of this can hurt the analytics before the viewer even understands what the video is about.
In many cases, the problem is specifically in the first seconds. Therefore, before completely reworking the creative, it is worth trying to replace only the hook.
How to Retain Those Who Watch Without Sound
A significant portion of the audience scrolls through Reels without sound. If the video has no subtitles or on-screen text, some of the information is simply lost, and the likelihood of a quick swipe becomes higher.
Meta recommends duplicating key points with text and matching the editing to music or sound effects. Such videos look more dynamic and retain attention better.
How to Read the Analytics
If the video didn’t perform, don’t rush to delete or reshoot it. First, look at the moment when viewers start dropping off.
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If retention drops sharply in the first seconds — try replacing the opening frames, title, or on-screen text. The video itself can remain unchanged.
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If viewers watch the beginning without any issues but leave closer to the middle — the video is most likely too long or loses momentum. In this case, it is worth speeding up the editing or removing unnecessary fragments.
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If the video is frequently saved but not sent to friends, the content turned out to be useful, but it may lack a stronger trigger or a clear call to share it.
Essentially, the analytics not only show that the creative performed poorly but also help identify the stage at which the viewer loses interest.
What This Means for Affiliate Marketers
Not every video that fails to take off the first time needs to be archived. Sometimes it is enough to replace the first two or three seconds, slightly speed up the editing, or refine individual elements of the creative.
This approach helps test funnels faster, avoid spending time on a complete reshoot, and get the most out of existing materials.
