How to create an Instagram Reels ad

Quick Answer

To create an Instagram Reels ad, open Meta Ads Manager, choose a campaign objective, select Reels as your placement, and upload a 9:16 vertical video between 9 and 90 seconds. You can also boost an existing organic Reel directly from the Instagram app.

Step-by-Step Guide

1. Decide between Ads Manager or Boost

Use Meta Ads Manager for full targeting, pixel tracking, and creative control. Use Boost inside the Instagram app if you simply want to amplify a Reel that is already performing well organically.

2. Build your campaign in Ads Manager

Go to adsmanager.facebook.com, click Create, then pick an objective such as Sales, Engagement, or Awareness. Reels ads support all objectives.

3. Set placements to Reels only

At the ad set level, scroll to Placements and select Manual placements. Untick everything except Instagram Reels. This forces 100% of your budget into Reels and prevents your video being shown in feed or Stories where it may underperform.

4. Prepare a 9:16 vertical video

Reels ads must be:

Aspect ratio: 9:16
Resolution: minimum 500 x 888, recommended 1080 x 1920
Length: 9 to 90 seconds (under 30 seconds usually performs best)
File size: under 4 GB
Format: MP4 or MOV

Keep important elements within the safe zone — leave roughly 250 pixels of padding at the top and 750 pixels at the bottom to avoid the username and CTA button covering your message.

5. Add a hook in the first 1.5 seconds

Reels ads compete with organic content. Open with motion, a face, a question, or a bold pattern interrupt. Avoid logos and slow intros.

6. Upload at the ad level

Click Create new ad and upload your vertical video. Add primary text under 125 characters, choose a CTA button, and paste your destination URL. Add captions either by uploading an SRT file or letting Meta auto-generate them — over 80% of viewers watch with sound off.

7. Publish and monitor

Hit Publish. Once approved, watch the Hook rate (3-second views over impressions) and Hold rate (15-second views over 3-second views) in the breakdowns menu. Aim for a 30%+ hook rate.

FAQs

What is the ideal length for a Reels ad? Between 15 and 30 seconds tends to perform best for both views and conversions.

Can I use my organic Reel as an ad? Yes — pick Use existing post at the ad level and select your Reel.

Do I need music? Music helps but is not required. Use Meta's licensed music library inside Ads Manager to avoid copyright strikes.

Why are my Reels ads not delivering? Often a creative issue. If the hook rate is below 20%, replace the first three seconds.

Can I add captions? Yes — either upload an SRT file or use Meta's auto-captions inside the ad creation flow.

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