# Instagram Reels Ads: How to Make Them and What Works (2026) > Instagram Reels ads are full-screen 9:16 videos shown between Reels; the ones that work grab attention in the first second, keep text out of the bottom 35% of the screen, and use original audio rather than licensed music. Canonical: https://use-addy.site/platforms/instagram-reels-ads ## 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 - [Instagram Reels ads](https://use-addy.site/specs/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](https://use-addy.site/specs/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](https://use-addy.site/specs/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](https://use-addy.site/formats/ugc-talking-head): A creator holds the phone and talks about your product like a friend would. - [Claymation](https://use-addy.site/formats/claymation): Stop-motion clay characters acting out the problem your product solves. - [Netflix doc](https://use-addy.site/formats/netflix-doc): Cinematic documentary opener, moody voiceover, your brand as the subject. - [Static](https://use-addy.site/formats/static): Clean product static with headline, for Meta feed and Stories. - [Text on body](https://use-addy.site/formats/text-on-body): Creator with on-screen text 'tattooed' into the scene. ## Script templates - [Before and after](https://use-addy.site/templates/before-after): Visible results: cleaning, home, beauty, organisation, design tools. - [Testimonial](https://use-addy.site/templates/testimonial): Products where trust is the barrier: skincare, supplements, services, apps that handle money. - [Listicle (3 reasons)](https://use-addy.site/templates/listicle): Products with several benefits and buyers comparing options. - [Objection handling](https://use-addy.site/templates/objection-handling): Higher-priced products and audiences who already know you (retargeting). ## Guides - [How to make a Reels ad from scratch without hiring creators](https://use-addy.site/blog/how-to-make-a-reels-ad) - Learn 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 step](https://use-addy.site/blog/instagram-reels-ads-for-beginners) - How 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 Spend](https://use-addy.site/blog/instagram-reels-ads-cost) - Understand 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 Scroll](https://use-addy.site/blog/reels-hook-ideas) - Discover 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 ads](https://use-addy.site/blog/how-to-add-captions-to-reels) - Learn 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 Rules](https://use-addy.site/blog/on-screen-text-for-reels) - Master 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 it](https://use-addy.site/blog/why-reels-get-no-views) - Struggling 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 Meta](https://use-addy.site/blog/advantage-plus-creative-tips) - Learn what creative to feed Meta advantage plus creative campaigns. Discover volume strategies, formats, and how to test ads efficiently. ## 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.