Process Flow
Animated overview of the full workflow
TL;DR
Reels ads appear between organic Reels in full-screen vertical format. They can be up to 90 seconds but 15-30 seconds performs best. Reels is Instagram's fastest-growing surface with high engagement. Create content that feels native to the Reels format — trends, transitions, text overlays, music, and authentic creator-style content. Reels ads are delivered as part of Advantage+ placements or can be selected manually.
Step-by-Step Guide
Follow these 4 steps to complete this guide
- 1
Why Reels Ads?
Reels is Meta's priority surface competing with TikTok. It receives preferential reach in the algorithm, has high engagement rates, and reaches audiences who spend more time in short-form video feeds than the traditional news feed.
- 2
Creative Guidelines
Vertical format (9:16). 15-30 seconds ideal. Use trending audio and visual styles. Fast-paced editing with transitions. Text overlays for key messages. Hook in the first 1-2 seconds. End with a CTA.
- 3
Setup
Reels ads are available in most campaign objectives. When selecting placements, Reels is included in Advantage+ placements by default. For manual placements, select Instagram > Reels.
- 4
Optimisation Tips
Create Reels-specific creative — do not repurpose feed ads. Test multiple hooks (different opening 2 seconds). Refresh creative frequently as Reels trends change quickly. Monitor engagement rate (likes, comments, shares) as a leading indicator of performance.
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