Instagram Reels ad specs for 2026
A Reels ad plays full screen between creator videos, with Instagram's interface layered right on top. If the format, the text or the audio isn't built for that space, your message gets lost in the scroll. This guide covers Instagram Reels ads only: the format, the safe zone, primary text, sound and music, and what to check before you hit publish. And if you'd rather hand it off, we make motion graphics ads ready in 24 business hours, starting with a 3 video trial for $97.
The Reels format: full screen 9:16 vertical
On its developer blog, Meta recommends vertical 9:16 video with audio for Reels ads, with your key messages kept inside the Reels safe zone. That's the native format, with no bars and no cropping.
| Spec | What to do |
|---|---|
| Aspect ratio | 9:16 vertical, full screen |
| Audio | Include it: voiceover, music or sound effects |
| Key messages | Inside the Reels safe zone |
| Resolution, file type, file size and length | Check the Meta Ads Guide, since these change over time |
The Meta Ads Guide and the warnings Ads Manager shows at upload are your source of truth. For every Meta and TikTok placement on one page, see our full video ad specs guide.
Safe zone: what the Reels UI covers
Instagram draws a lot on top of a Reel, and an ad adds a few more pieces:
- Top: profile photo, account name and the sponsored label.
- Right side: like, comment, share and audio buttons.
- Bottom: your primary text and the call to action button. This is the most crowded part of the screen.
The rule of thumb is easy: your benefit, offer, price and logo go in the middle of the frame, away from the edges and well above the bottom strip. Ads Manager gives you a preview with the Reels interface on top, so use it to make sure nothing important sits under a button.
Primary text, sound and music
The primary text you type in Ads Manager isn't part of the video. It shows over the bottom of the screen in small type, cut off after a short preview, and people have to tap to read the rest. Front load what matters, then say it again inside the video in big, bold type.
On sound, Meta has said most Reels views on Instagram happen with sound on, which is why it recommends including audio. Your ad should still work muted: on-screen text that carries the whole idea, plus captions if there's a voiceover.
Music is where advertisers get tripped up. Just because a track is available for your organic Reels doesn't mean you can run it in an ad. Use music licensed for commercial use, or the options Meta provides for ads such as its Sound Collection, and double check the terms in Ads Manager before you launch.
Reels vs. Stories vs. Feed
| Placement | How it shows up | What to watch |
|---|---|---|
| Reels | Full screen between creator videos, buttons on the right, text at the bottom | It should feel like a Reel, with the key info centered |
| Stories | Full screen between friends' stories, people tap to skip ahead | Land the message before the tap, keep it clear of the bottom button |
| Feed | Inside a post, next to other posts | A shorter frame like 4:5 or 1:1 so nothing gets cropped |
Reels and Stories both run 9:16, but the overlays are different, so a layout that works in one can get covered in the other. Check the preview for each placement. For the bigger picture on Facebook and Instagram creative, see Meta video ad creatives.
One 9:16 master, and when to add 4:5 or 1:1
If your campaign only runs on Reels and Stories, one solid 9:16 master gets the job done. Turn on automatic placements, though, and your ad can also land in Feed, where a vertical video gets cropped or framed differently. That's when it pays to upload a 4:5 or 1:1 cut for Feed and assign each file to its placement in Ads Manager.
Running on TikTok too? The same 9:16 is a good starting point. Our page on TikTok video ads covers how we adjust the style for that platform.
Pre-upload checklist for Reels ads
- The video is 9:16 vertical, with no black bars.
- Benefit, offer and logo sit in the center, clear of the bottom strip and the right side buttons.
- The ad makes sense muted and sounds good with audio on.
- The music is licensed for advertising.
- The primary text leads with what matters.
- You checked file type, size and length in the Meta Ads Guide.
- You previewed Reels, Stories and Feed in Ads Manager.
Every ad we make ships as a vertical 9:16 MP4 ready for Ads Manager, with text kept inside the safe zone. On the 3 video trial you can add 1:1 and 4:5 versions for $19. We never ask for access to your ad account: you or your agency upload the files. See the work on our examples page.
Ad ideas to start with
You won't see this in the store
Open on a tight product detail with the text centered, cut at Reels pace, and land the call to action above the bottom strip.
Three reasons, three cuts
One reason per cut in big type, built to read with the sound off and hit harder with the music on.
The mistake you make every morning
Call out an everyday problem your customer has and show your product as the fix, keeping anything important away from the right side buttons.
What you ordered vs. what showed up
Split screen with the expectation on top and your product on the bottom, both halves inside the safe zone.
Illustrative examples of concepts we produce. You choose the result you want and we write the script.
How it works
Pay online
Pick the trial or a plan. No calls, no meetings.
Tell us the result
What you sell, to whom and what you want to achieve. Colors, logo and a reference if you have one.
Get them in 24 business hours
Script, animation and music, ready to upload to Meta or TikTok.
Pricing in USD
Delivered in 24 business hours or you get a free extra video. If a video doesn't match your brief, we redo it at no cost.
Video ads by industry
Video ads for ecommerce
Motion graphics video ads for online stores: script, animation and music, ready for Meta and TikTok Ads in 24 business hours. Try 3 videos for $97.
Video ads for beauty brands
Motion graphics video ads for skincare, makeup and personal care brands, ready for Meta and TikTok Ads in 24 business hours. Try 3 ads for $97, no calls.
Video ads for restaurants and food delivery
Motion graphics video ads for restaurants, cafes and delivery brands: online orders, reservations, specials and openings. Ready in 24 hours. Try 3 for $97.
FAQ
What size should an Instagram Reels ad be?
Full screen 9:16 vertical, with audio and your key messages inside the safe zone. For allowed resolution, file size and length, check the Meta Ads Guide.
What is the Reels safe zone?
It's the part of the frame the app interface doesn't cover. The profile and sponsored label sit at the top, buttons run down the right and the primary text and CTA sit at the bottom. Use the Ads Manager preview to check.
Can I use any song in a Reels ad?
No. Music you can use in organic Reels isn't automatically cleared for ads. Use commercially licensed music or Meta's options for ads.
Can I use the same video for Reels, Stories and Feed?
A 9:16 video works for Reels and Stories, as long as you check each interface. For Feed, a 4:5 or 1:1 version is the better fit.
How much does it cost to have my Reels ads made?
The 3 video trial is a one-time $97 per business, delivered as 9:16 MP4, and you can add 1:1 and 4:5 versions for $19. Monthly plans run from $297 for 10 videos up to $1,797 for 100 videos.
Try it with 3 ads
Pay $97 once, tell us what you want to achieve and get 3 ads ready to run in 24 business hours.