Introducing Instagram Reels Ads

As a business looking to reach new audiences outside of their usual network, Instagram Reel Ads are a fantastic option to utilize. Reel Ads allows you to reach a broader audience quickly due to its rapid growth and the natural “consumability” of the format. They also increase the probability of your ad appearing in the most popular places on Instagram. These features are what make Reel Ads vital to your business social media marketing strategy. 


Reel Ads are the latest ad format designed by Instagram, they join the family of other types of ads such as Newsfeed post ads, Story placements, Messenger ads, and Sidebar ads. There are, however, a few key differences when it comes to Instagram Reel Ads:


  • Instagram Reel Ads require a vertical 9:16 aspect ratio. Meta recommends a minimum resolution of 500 x 888 pixels. But when you’re aiming for the highest-quality ad possible, it’s best to stick with 1080 x 1920 pixels.
  • Reel Ads that use third party IPs (such as using copyrighted music, GIFs, interactive stickers, product tags or camera filters) will not be approved as qualified ads.
  • Although standard Reel Ads can be up to 60 seconds long, the recommended length is 15 seconds for best performance. 
  • Reel Ads can only be created in FB Business Manager, whereas Story ads and Newsfeed ads can be created in the Instagram app. 


In addition to the key differences above, one of the first things you’ll notice is that Reel Ads are more expensive than other placements. It was found that the cost per click (CPC) for Instagram Reel Ads was just over $28 with the cost per 1,000 impressions (CPM) at $1.67. The best plan of action is to use Reel Ads for special or important campaigns, instead of your main ad focus, that way you’ll be able to optimize ad delivery with more bang for your buck. 


So how do you craft an effective Instagram Reel Ad and what’s the fastest way to set up a campaign? There are two ways you can create Reel Ads that capture your target audience’s attention:


The simplest way is to use an organic Reel that you’ve already published. Check out your Instagram Reels Insights and find one that best resonated with your audience to use as your ad. To do this, open up Ads Manager, go to the Ad Level and choose “Use Existing Post” from the Ad Setup drop-down menu. Then click Select Post to choose the Reel you want to use and follow through the steps. One great feature here is that Ads Manager automatically alerts you to Reels that don’t fit the specs, so you won’t waste your time submitting, being rejected, and resubmitting as can happen with Newsfeed ads. 


If you’d rather build the ad from the ground up, start by putting the creative together. Record your video and make sure it fits the specs and follows the outlined requirements. When building a Reel Ad from scratch, get creative! The most successful Reels are usually paired with Meta-approved music or viral sound clips and are most of the time funny or quirky. Now is the perfect time to spread the wings of your company’s personality. Once your Reel is set, navigate to Ads Manager, select Create, and choose your ad objectives. Then fill out all the ad campaign details such as your budget and other items. Next, select Manual Placements. Then, navigate to the dropdown next to Stories. Choose Instagram Reels for your ad to appear as an Instagram Reel Ad. You’ll then be asked to choose a call to action and this is a very important step. If you’re unsure which CTA to choose, consider these suggestions:


  • For campaigns with data collection or increased traffic objectives, you may want to choose a CTA that encourages customers complete actions that enable remarketing such as “learn more”, or “get access”
  • For campaigns that focus on conversions or sales objectives, you may want to choose a CTA such as “Shop/Order Now” or “Download”


And that’s how it’s done! Once your ad is reviewed and approved, the ad will appear publicly in the Reels tab, accessible via the home screen, on the Explore page, and in the main feed! If you need help getting your Reel Ads going, LASK can help. Set up an appointment today!