Instagram Reels has grown in popularity among Instagram users, and advertisers should consider including Reels ads in their marketing mix. Like Stories, Reels are a mobile-first format intended to take up the full vertical real estate on a user's screen - with video lengths of 15 seconds being most common.
Creating ads for Instagram Reels
Instagram Reels is now automatically included as a placement when you are using Automatic Placements. You can also choose Reels as a placement in your ad set targeting if you are using manual placement selections.
Here are a few important notes on how to create ads that deliver to the Instagram Reels placement:
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Ad Unit: Full-screen 9x16 skippable video ad; the ad unit will be looping.
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Use the 9x16 aspect ratio like with Instagram Stories.
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Image ads will not be shown in Reels placement.
- Users will also be able to engage with the ads through likes, comments, and shares.
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Audio: (Optional) Sound and music in the video asset is encouraged.
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Ad Insertion: After scrolling through a minimum of four Reels a user will see a skippable video ad.
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Length of video: Max. 30 seconds
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Objectives: Reach, Conversions, Brand Awareness, Traffic, Video Views, App Installs
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Bid Type: Auction only
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Placements: Ads will be served within the Reels Immersive Viewer as interstitial video ads. In order to be serve a Reels ad, the user needs to click into the experience from one of four different entry points: Reels in Stories, Dedicated Reels Tab, Reels in Explore or Reels In-Feed Units.
Reels are also supported as a placement both in Placement Asset Customization as well as Segment Asset Customization.