INTRODUCING REELS ADS

Since launching Reels, we have been inspired by the creativity from creators and
businesses who use it as a global stage to entertain their communities. Reels is the
best place on Instagram to reach people who don’t follow you and a growing global
stage where creators and brands can be discovered by anyone.

Introducing Reels ads - immersive, built-for-mobile interstitial videos to reach high-

intent audiences engaging in entertainment through their interests in Reels. Reels ads
join a powerful line up of advertising placements across Instagram backed by the
immense scale, advanced targeting and measurement solutions Facebook offers.

Reach engaged audiences in a discovery

1 mindset
Get your business discovered where people are
actively engaging in their interests through
entertainment.

Test and learn by running a Reels ads

2 standalone campaign or pair Reels with
Stories
Gain efficiencies in your creative investment by
extending your Stories campaign to Reels or
create native made for Reels creative to
capture audiences attention and inspire
action.

3 Embed your brand in culture

Reels ads are served as interstitial videos in

between trending Reels content that is driving
culture forward.

CREATIVE CONSIDERATIONS

APPROACH
• Create for vertical (9:16)
• Video format <30 sec
• Keep attention with motion and/or magic
with interesting transitions and editing
• Create content that feels native to Reels or
extend your Stories video ads to Reels

BRAND
• Begin with your brand
• Design with your objective in mind
• Stay true to your brand voice
• Pull the viewer in quickly

DESIGN
• Design for sound on
• Pair text with focal point
• Avoid unnecessary stickers
• Use only music that you have the rights
• Do not add “Swipe up” prompts

REELS ADS DETAILS AND SPECS

Ad Unit Full-screen, 9x16 looping and skippable video ads. Sound on encouraged, but not
required. Available engagement actions include likes, comments and shares.

Length 0 seconds to 30 seconds

Format 9x16 only

Objectives Reach, Conversions, Brand Awareness, Traffic, Video Views, App Installs

Buying
Ads Manager
Interface

Bid Type Auction Only

Buying Standalone and Placement Optimization with Instagram Stories

Targeting Normal Facebook targeting

Ads will be served within the Reels Immersive Viewer as interstitial video ads. In
Placement
order to be served a Reels ad, the user needs to click into the experience from
1) Dedicated Reels Tab, 2) Reels in Stories, 3) Reels in Explore, or 4) Reels In-
Feed Unit

Design and • File Type: MP4, MOV

Technical
Specs • Video Settings: H.264 compression, square pixels, fixed frame rate,
progressive scan and stereo AAC audio compression at 128kbps+
• Resolution: At least 500 x 888 pixels
• Video Captions: Optional, but recommended
• Video Sound: Optional, but strongly recommended
• Videos should not contain edit lists or special boxes in file containers
• Primary Text: 72 characters before truncation
• Maximum File Size: 4GB

REELS ADS DESIGN SAFE ZONES

5%

21%

5%
CAMPAIGN SETUP

SELECT MANUAL PLACEMENTS

After you’ve selected your objective, audience, and budget for your campaign, check
“Manual Placements” in the Placements section

SELECT INSTAGRAM AS THE ONLY PLATFORM

Unselect all platforms except Instagram

SELECT INSTAGRAM REELS

In Placements, unselect “Instagram Feed” and “Instagram Explore.” Then, “Instagram
Reels” will be available for selection. You can choose to run “Instagram Reels”
standalone or pair it with “Instagram Stories”

To learn more, visit the Instagram Help Center