Meta announces Southeast Asia’s most impactful Reels campaigns and creators

Meta has named the winners of the 2025 Southeast Asia Reels Impact Awards, recognising the brands and creators driving the strongest results with short-form video across the region. Publicis Groupe was awarded Agency of the Year, L’Oréal was named Advertiser of the Year, and Grab received the Grand Prix for its work with partners VaynerMedia Asia Pacific and M&C Saatchi Performance. The awards were announced in Singapore on 14 November.

The awards highlight the rising influence of Reels in Southeast Asia as short-form video continues to reshape how people interact online. Meta said video now accounts for more than 60 per cent of time spent on Facebook and Instagram. Reels continues to drive much of this behaviour, representing roughly half of all time spent on Instagram. Globally, people share Reels 4.5 billion times each day, more than double the number recorded last year.

Sandhya Devanathan, Meta’s Vice President for Southeast Asia, said this year’s winners have demonstrated how strong storytelling can cut through an increasingly crowded digital landscape. She noted that their work shows how Reels can deliver both creative impact and measurable business outcomes. “This year’s winners have harnessed the power of Reels to set new benchmarks for what’s possible in Southeast Asia’s digital landscape,” she said. She added that their achievements encourage others to innovate in the fast-changing world of short-form video.

Innovation and collaboration behind award-winning work

Meta said the growth of Reels in Southeast Asia is being driven not only by creators and audiences but also by strong collaboration between agencies, brands, and multi-channel networks. The Reels Impact Awards, now in their second year, recognise standout campaigns and creators from Indonesia, Singapore, Thailand, and Vietnam.

Anni Tankhiwale, Meta’s Director of Agencies for Southeast Asia, said the ecosystem behind Reels has played a major role in lifting digital creativity in the region. “The growth of Reels is powered by an incredible ecosystem of partners, from media and creative agencies to creators and multi-channel networks, who elevate brand storytelling through short-form video,” she said. She added that the combined efforts of these partners help brands reach new audiences, inspire discovery, and make time spent on Reels more meaningful.

Meta highlighted that these partnerships are central to the achievements of this year’s winners. The company believes that collaboration between brands, creators, and agencies is key to producing content that sparks conversations, builds communities, and drives real engagement across Southeast Asia.

Brands embrace new ways to tell stories

L’Oréal, which took home Advertiser of the Year, said the award reflects its push to explore new creative formats with Meta. Lex Bradshaw-Zanger, Chief Marketing and Digital Officer for the L’Oréal, said the company’s partnership with Meta has helped it connect with diverse audiences across its portfolio of 37 international beauty brands. “Winning Advertiser of the Year is a reflection of our team’s relentless drive for innovation,” he said. He added that Reels has allowed the company to tell stories in “authentic, meaningful ways that drive our business.”

Grab, winner of the Grand Prix, was recognised for a campaign that used AI avatars to connect with audiences in a new way. Cheryl Goh, Grab’s Chief Marketing Officer, said the award demonstrates how technology and storytelling can work together on Reels. “We’re honoured to receive the Reels Impact Award for our campaign powered by AI avatars. This recognition reflects how technology and creativity can come together to engage audiences in completely new ways,” she said. She added that Reels provided the right platform for bringing these ideas to life.

Meta said the awards represent more than a celebration of standout campaigns. The company sees them as a call to action for brands and creators to explore the full potential of short-form video. Meta believes that Reels will continue to shape the future of online engagement, driven by creative, authentic, and impactful content from across Southeast Asia.