Short answer: Reels ads appear between short videos on Instagram and Facebook. Make them vertical 9:16 at 1080 x 1920 pixels, keep important text and logos inside the safe zone away from the top and bottom of the screen, hook viewers in the first 2 to 3 seconds, and design for sound off with captions. Native looking, people first videos usually beat polished brand ads in this placement.
Reels ads specs
| Item | Recommendation |
|---|---|
| Aspect ratio | 9:16 vertical |
| Resolution | 1080 x 1920 pixels |
| Length | 15 to 30 seconds works well for most offers; Meta allows longer |
| File type | MP4 or MOV |
| Sound | Use sound, but add captions for people who watch muted |
Specs can change, so check Meta’s ads guide when you build new formats.
Safe zones
The Reels interface covers parts of the screen with the caption, buttons and profile name. Meta’s guidance is to leave roughly the top 14% and the bottom 35% of the frame free of key text, logos and product details. Keep the right edge clear as well, where the like and share buttons sit. Check every ad in the preview before publishing.
What makes Reels ads work
- A strong hook. Start with movement, a bold claim, a question or the product in use. Avoid slow logo intros.
- People on camera. Faces, hands and real voices feel native to Reels.
- Show, then tell. Demonstrate the product or the result before explaining it.
- Captions and text overlays that repeat the key message.
- One clear call to action near the end, such as shop now or send a message.
- Fast pacing. Cut every one to three seconds.
Creative angles to test
- Problem and solution: show the pain, then the product fixing it
- Before and after: results, when you can show them honestly
- Unboxing or first look
- Customer review on camera, with permission
- Founder or expert talking to camera
- Comparison with the usual way of doing things
Placements and Advantage+
With Advantage+ placements, Meta can show the same video in Reels, Stories and Feed. Upload a 9:16 version for Reels and Stories and a 4:5 or 1:1 version for Feed, so each placement gets a format that fits. Avoid letting Meta crop a horizontal video into Reels, which usually looks poor.
How to measure Reels ads
Do not judge Reels only on video views. Track:
- Hook rate: 3 second views divided by impressions
- Hold rate: ThruPlays divided by 3 second views
- Click through rate and cost per result
Low hook rate means change the opening. Good hook rate but weak results means improve the offer, the middle of the video or the landing page.
Frequently asked questions
What size should Reels ads be?
What are Reels ad safe zones?
How long should a Reels ad be?
Can I use the same video for Feed and Reels?
Do Reels ads need sound?
Who can create and run Reels ads for my brand?
Want Reels ads that convert?
I can plan your Reels creative tests and run them alongside your other Meta campaigns. See my Meta Ads management service or request a free ads audit. Also read Instagram ads: how a Meta Ads specialist runs them and Facebook Ad Fatigue.