Since it’s global launch in 2020, Instagram Reels has grown steadily in popularity. Much like its counterpart, TikTok, it features short 15 to 30 second videos that can be liked, commented on and saved by users. Available from the Reels tab and in Explore, Instagram Reels pulls in a HUGE audience, and it’s one that businesses will now be able to reach in a new way.

The recent announcement that Instagram Reels ads have been rolled out across the platform following a successful test in select countries is big news for advertisers. With so many users scrolling through Reels everyday, it’s an incredible opportunity for businesses to reach new followers and another decisive step towards making short form vertical video the standard advertising format on Instagram.

With mobile taking over, vertical videos that cater to mobile screens have become a major focus for video marketers. Video consumption on the whole is on the rise, and full screen, vertical videos are proving to be the best way to capture an audience's attention. Surveys have shown that very few people bother to turn their phone sideways to view horizontal media, and as a result they’re much more likely to get distracted and click away. Vertical, Reels-style content on the other hand has a much higher completion rate.

Reels ads will appear in the same places where users are served regular Reels content, including on the Reels tab, in Explore, in their Instagram feed and will appear in between organic Reels content posted by users. Ads will be full screen and vertical and just like organic Reels they can be up to 30 seconds long. Users will be able to view, comment, like, save, share and skip the ad content, the frequency in which they’re served ads will depend on how they use the app. Just like TikTok ads, Reels will loop.

How to use Reels ads

Just like Instagram’s other advertising options, Reels ads will use an auction-based model. Putting content together will feel like a very familiar process for anyone who has used Instagram Stories ads.

First advertisers will need to ready their creative assets, hashtags, copy and captions. When developing the creative it’s recommended that advertisers create content that mimics the look and feel of organic Reels content as it’s more likely to capture user’s attention and get them to stop scrolling. Music and short sound bites are a good fit with the format, as are funny clips and captions. The main purpose of Reels is to entertain, so it’s a good place for advertisers to get creative and think outside the box to create inspiring content that people will find engaging. Get tips on how to make quality content on a budget here.

For marketers and video producers used to working with horizontal video, it’s a bit of a transition, but it’s well worth it to fully embrace the trend. It is important to keep in mind that horizontal video adapted to vertical dimensions rarely translates well and might even turn users off, many report finding poorly adapted video irritating. If you’re planning to use Reels ads, then it’s recommended that you optimise your creative assets to the format. Film portrait video and ensure words and captions are positioned correctly.

Once advertisers have their content on hand, ads can be created in the Ads Manager. There are six advertising goal objectives available for Reels placements; video views, app installs, conversions, traffic, reach and brand awareness and the usual campaign details will need to be filled out. From there advertisers will have the option to select Reels from the manual placements drop-down and will be prompted to select a call to action.

And that’s all there is to it! Once uploaded, your Instagram Reels ad will be reviewed and when approved will appear to users on the app.

Let’s talk!

Now you know the basics on how to get started with Instagram Reels ads, it’s time to give it a try! Drop us a line today to talk social strategy, or let us know if you have any interesting tidbits to share about Reels ads.