Instagram Reels ads
that actually get watched.
Everything on making Instagram Reels ads in one place: specs, formats, script templates and guides.
What works
Respect the bottom 35%
Meta's Reels safe zone keeps the bottom 35% clear for the caption and CTA button. Hooks and captions placed there get covered.
Original audio
Licensed commercial music can get a Reels ad muted or rejected. Use a voiceover, original sound or Meta's Sound Collection.
One file, three placements
A 9:16 video inside Meta's safe zone runs in Instagram Reels, Instagram Stories and Facebook Reels without re-editing.
Creative is the targeting
With Advantage+ choosing audiences, the ad itself signals who it is for. Feed it several distinct creatives, not one.
Specs
From the platform's own ads documentation.
Instagram Reels ads
Instagram Reels ads use 9:16 vertical video, MP4 or MOV up to 4 GB and up to 15 minutes long, with the top 14%, bottom 35% and 6% of each side kept free of text and logos.
Instagram Stories ads
Instagram Stories ads use full-screen 9:16 video in MP4, MOV or GIF up to 4 GB; videos under 16 seconds play as one card, longer ones may be split into up to three.
Facebook Reels ads
Facebook Reels ads use 9:16 vertical video in MP4, MOV or GIF up to 4 GB, with no maximum length, primary text around 40 characters and a 55-character headline.
Formats to start with
UGC talking head
A creator holds the phone and talks about your product like a friend would.
Claymation
Stop-motion clay characters acting out the problem your product solves.
Netflix doc
Cinematic documentary opener, moody voiceover, your brand as the subject.
Text on body
Creator with on-screen text 'tattooed' into the scene.
Static
Clean product static with headline, for Meta feed and Stories.
Script templates
Before and after
Visible results: cleaning, home, beauty, organisation, design tools.
Testimonial
Products where trust is the barrier: skincare, supplements, services, apps that handle money.
Listicle (3 reasons)
Products with several benefits and buyers comparing options.
Objection handling
Higher-priced products and audiences who already know you (retargeting).
Guides
- How to make a Reels ad from scratch without hiring creatorsLearn how to make a Reels ad from scratch, write high-converting hooks, test visual formats, and automate production without agency bloat.
- Instagram Reels ads for beginners: first campaign step by stepHow to run your first Instagram Reels ad in 2026: account setup, campaign settings, budget, how many videos to test and what to check after a week.
- Instagram Reels Ads Cost: CPMs, Budgets and Creative SpendUnderstand instagram reels ads cost including typical CPMs, media budgets, and creative production expenses to optimize your short-form video campaigns.
- Instagram Reels Hook Ideas That Stop the ScrollDiscover proven Instagram reels hook ideas to keep viewers watching longer. Learn how to write opening lines and automate high-performing video ads.
- How to add captions to Reels: Step-by-step guide for video adsLearn how to add captions to Reels to boost viewer retention and engagement. Follow our simple step-by-step guide for making better vertical video ads.
- On-Screen Text for Reels: Size, Timing and Wording RulesMaster on screen text for reels with practical rules for font size, timing, and high-converting wording that stops the scroll.
- Why are my reels getting no views and how to fix itStruggling with why your reels are getting no views? Learn the real algorithmic reasons behind zero-view loops and how to fix them with better hooks.
- Advantage+ Creative: What Video Ads to Feed MetaLearn what creative to feed Meta advantage plus creative campaigns. Discover volume strategies, formats, and how to test ads efficiently.
Terms: Advantage+ · Partnership ads · Hold rate · Safe zone · Burned-in captions
Questions
+How do I run Instagram Reels ads?
In Meta Ads Manager, create a campaign, and in the ad set either leave Advantage+ placements on or choose Instagram Reels. Upload a 9:16 video with text kept inside the safe zone (14% top, 35% bottom, 6% sides).
+How long can an Instagram Reels ad be?
Meta's ads guide allows up to 15 minutes, but most Reels ads run 15 to 30 seconds because short ads are watched to the end more often.
+Can I use trending music in Reels ads?
Not licensed commercial tracks. Use original audio, a voiceover or songs from Meta's Sound Collection, which are cleared for ads.
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