Get discovered

with 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
future of entertaining storytelling on Instagram and Facebook—part of an
ecosystem where billions of people come to connect and participate in culture and
where brands can be discovered by anyone.
Reels ads are immersive, built-for-mobile ads that reach high-intent
audiences engaging in their interests through entertainment. Reels
ads join a powerful line-up of advertising placements across
Facebook and Instagram backed by the immense scale, advanced
targeting and measurement solutions Meta offers.

1 Reach engaged audiences

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

2 Add Reels to your existing

campaigns, and test and learn
with bespoke Reels creative.
Gain efficiencies in your creative
investment by including Reels in
your existing campaigns or
create native made-for-Reels
creative to capture audience
attention and inspire action.

3 Partner with creators to

expand reach and tap into
their creativity.
Tap into the relevance and trust Facebook Reels
of creators by running branded
content ads in Reels.
Reach people as they engage in their interests
through a variety of placement opportunities.

Video Static

Interstitial Interstitial Post-loop ad Sticker ad Banner ad

Placeholder

Ads on Facebook Reels

Create Reels that stand out.

Creative

Entertaining
• Design for sound on.
• Dazzle with visual effects.
• Inspire an emotional response.

Digestible
• Nail the hook in first five
seconds.
• Use voiceovers.
• Add bite-size text.

Relatable
• Be personal and include people.
• Speak their language.
• Partner with creators.
Reels ads details and specs
Interstitial

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

Length 0 seconds to 90 seconds

Buying interface Ads Manager

Buying type Auction, Reach and Frequency

Buying Advantage+ placements, manual placements (select Instagram Reels

and Facebook Reels)

Targeting Standard Meta targeting

Placement Ads will be served within the Reels immersive viewer as interstitial ads.
In order to be served a Reels ad, the user needs to click into the experience
from:
Instagram Reels: 1) Dedicated Reels Tab, 2) Reels in Explore,
or 3) Reels In-Feed Unit
Facebook Reels: 1) Dedicated Reels Tab or 2) 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

Non-9x16 videos eligible to run through Advantage+ placements only—not standalone Reels ads campaigns.
Reels ads design safe zones
Interstitial

12%

40%

20%

15%
Reels ads objectives
Interstitial

Objective Conversion location

Awareness On your ad
(ex. Brand Awareness,
Reach, Video Views)

Traffic Website
(ex. Link Clicks,
Landing Page Views)
App

Messenger

WhatsApp

Calls

Engagement On your ad – Video Views

(ex. Video Views,
Messages, Post
Engagement) On your ad – Post Engagement

On your ad – Event Response

Messaging apps - Messenger

Messaging apps – WhatsApp

Messaging apps – Instagram Direct

Website

App

Facebook Page

As of October 2022
Reels ads objectives
Interstitial

Objective Conversion location

Leads
Website
(ex. Instant Forms,
Messages, Calls,
Sign Ups) Instant Forms

Messenger

Calls

App

App promotion App automatically selected

(ex. App Installs,
App Events)

Sales
Website
(ex. Conversions,
Catalog Sales,
Messages) App

Website and app

Messenger

WhatsApp

As of October 2022
Reels ads formats
Interstitial

Format

9:16 + <=60s videos

9:16 + <=90s videos

9:16 + > =90s videos

Non 9:16 + <=60s video

Non 9:16 + <=90s video

Non 9:16 + >=90s videos

Single image
(static, without use of templates)

Single image
(using automatic creative templates)

Carousel image
(static, without use of templates)

Carousel image
(using automatic creative templates)

Carousel video

As of October 2022 - Note: Non 9:16 video assets are only eligible to run in Advantage+ placements. For images
running in manual placements, advertisers must select at least 2 placements.
Reels ads features/interfaces
Interstitial

Features/Interfaces

Placement asset customization (PAC)

Dynamic creative optimization (DCO)

Boost post

Branded content ads

As of September 2022
Ads on Facebook Reels
details and specs

Overlay ads Post-loop ads

• Ad unit: Single static image ad • Ad unit: 4-10 second video (skippable
• Placement: Ads can appear after one and standalone)
second of the Facebook Reel elapsing. • Placement: Ad appears after a Reel
Ads can appear as a banner at the has looped.
bottom of the Reel or as a sticker toward
the top. Ads guide—product specs
• Targeting: Website conversions, Mobile • Max file size: 4GB
App Installs, Traffic (Link Click) • Resolution: 500 x 800 pixels (minimum)
• Min video duration: 4 seconds
Technical requirements • Max video duration: 10 seconds
(Sticker and banner) • Aspect ratio tolerance: 9:16 and 4:5 to
• Max file size: 30MB 191:100
• Resolution: 1080 x 1080 pixels
• Min width: 600 pixels Text recommendations
• Min height: 600 pixels • Primary: 40 characters (anything over
• Aspect ratio tolerance: 3% will be truncated)
• Targeting: App install, Web conversion,
Design recommendations Traffic, BAO, Reach and Video Views
• File type: JPG or PNG
• Ratio: 1:1
• Resolution: At least 1080 x 1080

Text recommendations (Sticker)

• Headline: 10 characters

Text recommendations (Banner)

• Headline: 10 characters
• Primary text: 50 characters
Setting up your Reels
campaign in Ads Manager
Select Advantage+ Placements
At the Ad Set Level, select Advantage+ placements under Placements to
opt-in to Reels placements.

OR

Select Manual Placements

• Check or uncheck boxes for placements you would like to opt-in to.
Interstitial Reels ads placements are available via 'Facebook Reels'
placement under 'Stories and Reels'.
• The Ads on Facebook Reels
placement ( banner,
sticker, post-loop ads) is
available under In-stream for
Video and Reels.

To learn more, visit:

Instagram:
Instagram Help Center

Facebook:
Facebook Business Help Center
Creating ads in Reels using
an existing Reel
Select using existing post
• In Ads Manager, at the ad level, select Use Existing Post in the “Ad Setup”
section.

For owned content

• Navigate to the Instagram tab and select the Reels post.

For branded content

• Navigate to the Branded Content tab and select the Reels post.
• Creator will need to toggle on “Allow business partners to promote.”
• If the creator does not toggle on “Allow business partners to promote,” the
advertiser will still be able to publish the ad, which will send a request to the
creator in the Instagram app for permission to post.
Content restrictions when creating
an ad using an existing Reel
For ads that are created via Ads Manager with an existing post,
there are restrictions on turning an organic post into an ad.

The following organic posts will not

be eligible for ads:

Reels published before

October 15, 2021

Reels media that has

a face/camera effect

GIF Reels media with a GIF

Media that exceeds

90 seconds

Reels media with

product tags

Reels that use the Instagram

music library
We recommend the use of royalty-free
music or original audio for promotion.