Meta has unveiled a short Reels ads guide with key tips.

Insights:

• Video now represents more than 60% of time on Facebook and Instagram, and approximately 50% of time spent on Instagram is on Reels.
• People reshare Reels over 3.5 billion times per day.
• 85% of people surveyed have followed a business after watching Reels.
• 79% of people surveyed have purchased a product or service after watching Reels.
• Adding the Instagram Reels placement to business-as-usual (BAU) direct response campaigns drove more incremental value than BAU campaigns alone and significantly increased the likelihood of page visits (97%), adds to cart (97%) and purchases (90%).
• Adding the Facebook Reels placement to BAU campaigns drove 3% more incremental purchases per dollar spent than BAU campaigns alone in a large-scale study measuring incremental effects.
• Campaigns using Reels ads resulted in a 14% higher average brand lift and 24% higher median brand lift than BAU campaigns.
• 9:16 video ads with audio in the safe zone resulted in, on average, 34.5% lower cost per result (CPR) than image ads and 15% lower CPR than non-9:16 video ads without audio on Reels.
• Campaigns that include ads with the Reels creative essentials get 101% (2X) higher delivery to the Reels placement.

Tips:

Build 9:16 video to make Reels ads captivating. 

Build with audio to make Reels ads entertaining - whether that's music, voiceover or sound effects - audio is a key driver of engagement and entertainment on Reels.

Build in the safe zone so that the message is clear. To ensure that the messaging isn't overlapped by the Reels user interface, keep the bottom 35% of the ads free of key creative elements, text and logos.

Connect with a Meta Business Partner to efficiently create Reels ads.

Partner with creators as your creative or production partner:

• 55% of people surveyed agree that creators on Reels help them discover new brands.
• 53% of people surveyed agree they are more likely to purchase an item if it's been promoted by a creator on Reels.

Tap into the potential of partnership ads to scale your creator collaborations.

Leverage the creator marketplace on Instagram to discover and more easily connect and collaborate with creators around partnership opportunities.

Make it entertaining - great Reels ads provoke an emotional response through a mix of music, visual effects and storytelling. 

Make it relatable - great Reels ads are relatable because they tell stories we recognise, feature people who feel like us and use a visual tone and set of codes we know.

Make it digestible - great Reels ads respect the limited time that their audiences have by being direct, immediate and easy to understand. 

See the full guide here.