Meta ads guide

Instagram Reels is an experience that gives anyone – people, creators and businesses – the power to create entertaining short-form videos and the stage to share them with Instagram's vibrant community. Reels ads provide an immersive, built-for-mobile opportunity to reach high-intent audiences engaging in entertainment through their interests.

You can use Reels ads to help tell your brand story in ways that are unique and authentic. Whether it's participating in trending moments through challenges or educating potential customers through tutorials and product education to inspire, you should experiment with different types of video ads to discover what takes off within the community.

These full-screen vertical video ads will be inserted in between organic Reels content. Similar to organic Reels, ads can be up to 15 minutes and people can comment, like, view, save, share and skip ads. Reels ads will be surfaced in the most popular places to access Reels content. Once a user taps into a reel from Stories, feed, Reels tab or Explore, they will be launched into a viewer that exclusively shows reels that scroll vertically.

• File type: MP4, MOV
• Ratio: 9:16
• Video settings: H.264 compression, square pixels, fixed frame rate, progressive scan and stereo AAC audio compression at 128 kbps+
• Resolution: 1440 x 2560 pixels
• Video captions: Optional, but recommended
• Video sound: Optional, but strongly recommended

Reels ads should not contain:

• Reels published before 15 October 2021.
• Licensed music. We recommend using original audio or royalty-free music available in our Meta Sound Collection instead.
• Media that has a face or camera effect.
• Media with a GIF.
• Media with product tags.
• Videos that contain edit lists or special boxes in file containers.
• Consider leaving at least 14% of the top, 35% of the bottom and 6% on each side of your asset free from text, logos or other important creative elements. This will help ensure that key parts of your design are not cropped, covered by the profile icon or call to action, or placed too close to the edges of devices with screens taller than a 9:16 aspect ratio.

• Primary text: 44 characters

• Video duration: 0 seconds to 15 minutes
• Maximum file size: 4 GB
• Minimum width: 250 pixels for ads less than 30 seconds long; 500 pixels for ads 30 seconds long or longer

• Create Instagram Reels ads in Ads Manager
• Instagram Reels ad placement availability by country
• About text overlays and safe zones