What are Reels, and why use Facebook and Instagram Reels ads?
Reels are the most used video format on Meta’s platforms (Facebook and Instagram). Views keep growing, and Reels also have the potential to turn attention into action. Meta’s official figures below show that brands that make good use of Reels placements in their ad strategy can achieve better results at every stage of digital advertising, from reach and engagement to conversion.
📊 Reels usage and engagement figures
- Video accounts for more than 60% of the time users spend on Facebook and Instagram
- Instagram users spend about 50% of their time watching Reels
- Reels are reshared more than 3.5 billion times a day worldwide
- According to a Meta survey, 85% of respondents follow a brand after watching Reels
- According to a Meta survey, 79% of respondents buy a product or service after watching Reels
Combining Reels with Meta’s ad tools significantly improves marketing results:
- Performance ads:
- Specifically, including Instagram Reels significantly increases the likelihood of page view (97%), add to basket (97%) and purchase (90%) events.
- Large-scale research shows that adding Facebook Reels placements to business-as-usual campaigns delivers a 3% increase in incremental purchases per dollar spent.
- Brand ads:
- Compared with business-as-usual campaigns, Reels ads deliver an average 14% lift in brand metrics.
- The median lift in brand metrics is even higher, at 24%.
How and where to set up Facebook and Instagram Reels ads
Strictly speaking, running Reels ads means choosing where your ads are shown (the placement). It is not a campaign type in the way that Advantage+ campaigns are.
To set up Reels ads, follow these steps:
(1) Go to Meta Ads Manager.
(2) Create a campaign, choose the relevant campaign objective and enter the required details (name, placements).
(3) To publish Reels ads, go to Placements at the ad set level in Meta Ads Manager and choose either:
- Advantage+ placements (formerly automatic placements)
- or Manual placements, then select Stories and Reels
How to improve Facebook and Instagram Reels ad performance
Success in digital advertising has never been only about audience targeting. It also depends on the strength of your creative. Meta says high-quality creative is what separates strong results from weak ones, and it has set out four creative optimisation tips to help brands get more out of Reels ads.
According to Meta’s tests, full-screen 9:16 videos with sound that respect the safe zone, made as Meta recommends, achieve a cost per result (CPR) that is:
- 34.5% lower than static image ads
- 15% lower than videos without sound or not in 9:16
In addition, creative made according to the Reels creative guidelines helps the algorithm recognise and deliver it more efficiently, doubling ad delivery precision. The ads catch the eye and reach the right audience.
1. Create eye-catching 9:16 Reels video ads
Reels is an immersive, full-screen video format. To give your creative full room to work, we recommend starting with video in 9:16 format from the outset.
- Use Meta Ads Manager to crop your video ads to 9:16
2. Create Reels ads with sound to entertain your audience
Audio, whether music, voiceover or sound effects, is a key driver of engagement and entertainment in Reels.
- Go to the Sound Collection to download free sound effects you can use in your ad creative.
The Sound Collection now features a library of sound effects made for Reels. Search for “Reels sound effects” in the search bar to explore sound effects suited to different types of storytelling.
3. Design within the safe zone so people can see your message clearly
To make sure your message does not overlap with the Reels interface, do not place any creative, text or logos in the bottom 35% of the ad.
- Turn on safe zone guardrails in Meta Ads Manager to see how your ad should fit the Reels safe zone
- Use the Reels safe zone checker (PowerPoint, Photoshop, Keynote) to check whether your key creative elements sit within the safe zone
4. Work with creators as creative or production partners
In Reels ads, working with creators is key to driving brand results. Creators bring authenticity and approachability, and they can strongly influence users’ decisions. According to Meta, 55% of users discover new brands through Reels creators, and 53% say they are willing to buy products creators recommend. Co-creating ad content with creators makes conversions more persuasive, and using the Reels partnership ad format can lower cost per result by 5% and raise conversion rate by 20%. Brands can also use the Instagram creator marketplace to find the partners that best fit their needs, building a series of persuasive, effective short-form videos that close the marketing loop from reach to conversion.
Conclusion
Reels is a key tool for driving brand reach and conversion, and placements, creative and creator partnerships all affect results. If you want to stand out in short-form video marketing, get in touch and we will help you turn data into decisions.
