As Instagram Reels continues to grow in popularity, so does its potential as a marketing and advertising tool. Fans of the TikTok-inspired format will be excited to know that Instagram Reels ads are now available on the platform.
Instagram launched Reels globally in 2020. These are multi-clip videos of 15 to 30 seconds that can be viewed in the Reels tab and Explore of an Instagram profile. It is a highly engaging form of content that can bring more followers to your business.
Instagram recently launched Instagram Reels ads; this means your business can now use this format in a whole new way to reach a targeted audience.
Here we will explain:
- What are Instagram Reels ads?
- How to set up Instagram Reals ads?
- How to use Reels on Instagram for advertising
What are Instagram Reels ads?
Instagram Reels ads are a new placement for ads on the platform. In summary, using Instagram Reels ads is another way for businesses to advertise on this platform. (And there are many – take a look.)
This ad form became available worldwide in mid-June 2021 after testing in a few select countries, including Brazil and Australia.
According to Instagram, “Reels is the best place on Instagram to reach people who don’t follow you, and a growing global scene where brands and creators can be discovered by anyone. These ads will help businesses reach larger audiences and allow people to discover inspiring new content from brands and creators.”
Instagram Reels ads are very similar to Instagram Stories ads. Full-screen, vertical videos like this Instagram Reels ad example from Superstore, a Canadian supermarket chain:
Like Instagram Stories ads, Instagram Reels ads appear between regular, non-sponsored Reels that users view.
Also watch out for Instagram Reels ads:
- will loop
- Allow users to comment, share, save and like
Like all ads, Reels ads appear on Instagram marked as sponsored.
Where will my Instagram Reels ads appear?
There are a few different ways your Reels ads can be served to Instagram users:
- In the Reels tab accessible from the main screen
- On the Discover page
- in their feeding
Instagram Reels ads appear in parts of the app where users discover organic Reels content. This is a great opportunity for brands to step up their game, get creative, and seamlessly capture the attention of their audiences while surfing similar content.
How to set up Instagram Reels ad
Now that you know what this new ad format is, the next step is to learn how to create an Instagram Reels ad. If you’re already working in Instagram Ads Manager, the process is super easy.
Step 1: Create the ad
Start by putting the creative together. That means saving your video and making sure it’s the right size. At this stage, you should also write your own text and subtitles and decide on hashtags.
Be creative! Organic Reels are often paired with music or viral sound clips. Sometimes (or most of the time) they are funny or interesting. If it’s true for your brand, find a popular audio clip that works with the ad so it aligns with other ads viewed by non-sponsored Reels users.
Step 2: Go to Ads Manager
Make sure your company has an Instagram business account. This gives you access to Ads Manager. (If you don’t know, here’s how to link your business’s Instagram account to Ads Manager.)
click Create.
Step 3: Choose your advertising target
What is the purpose of your business placing ads on Instagram Reels? There are several options available, but be sure to select a Reels specific target:
Source: Facebook for Business
There are six ad target targets for Reels ad placement:
- Brand awareness
- To reach
- Traffic
- App installs
- Video views
- Conversions
Step 4: Fill in all ad campaign details
This includes important advertising details such as your budget, schedule, and target audience.
Source: Facebook
Step 5: Place the ad
To choose Manual Placements. Next, go to the drop-down menu next to Stories. To choose Instagram reels for your ad to appear as an Instagram Reels ad.
Step 6: Customize your call to action
You decide how to encourage viewers to take action. For example, you can customize the CTA on the button with:
- buy now
- read more
- Become a member
- Click here
And that’s it! Your Instagram Reals ad is ready. Once reviewed and approved, the ad will appear publicly.
Source: Facebook for Business
Best practices for Instagram Reels ads
Want to know how to get the most out of your Instagram Reels ads? Keep these important tips in mind for creating effective and engaging ads. And remember: A great Reel ad is just like any other great Reel!
Tip #1: Time the Reel
In other words, make sure you write the Reel to fit within the 30 second limit so there are no interruptions!
Instagram Reels ads, like regular Instagram Reels, are between 15 and 30 seconds long. If you’ve created a video that’s too long, you risk losing sharing your business’ most important message with your potential audience.
Tip #2: Know what your audience finds interesting
don’t guess! Now that Instagram Reals Insights is a thing, there’s no need to.
Instagram Reels statistics are metrics that show you how your Reels are performing in terms of reach and engagement.
Source: Instagram
Track these numbers to see which Reel style your current followers engage with the most. Then mimic this style when creating your Instagram Reels ads.
For example, your Reel analytics may show that your audience is eagerly interested in how-to Reels and the same format helps you reach most people. How-to Instagram Reels advertising can be a good way to resonate with your audience and encourage viewers to tap your ad’s CTA button.
Tip 3: Add audio and text
Yes, sound is extremely important – especially for Reels. Adding the right voice to your reels ads helps them align with organic Instagram content.
That being said, be inclusive. Some of your target audience may swipe the app with the sound muted, and some may have a hearing impairment.
Adding captions to your reels (including Reel ads) is a great way to ensure everyone understands, enjoys and engages with your content.
Tip 4: Get your measurements right
No one interacts with a blurry ad. Make sure the footage you use in your reel has the ideal aspect ratio and size for full-screen Instagram ads.
The aspect ratio for reels is 9:16 and the ideal file size is 1080 pixels by 1920 pixels. Uploading files that don’t fit the bill can result in blurry or clumsily cropped Reel ads that will only look sloppy and unprofessional.
Tip #5: Get into the reel spirit
Reels and Reels ads are a great way to show how fun, creative, thoughtful and even interesting your brand is. So, make sure your Reals ads are entertaining as well as generating traffic, views or clicks. If your content is very persistent and sales-oriented, your audience will likely move on to the next Reel without engaging with it.
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Instagram Reels ad examples
Instagram Reels ad examples
Here are some great examples of Reel ads from big brands to help you get inspired and launch your first campaign using this placement.
Netflix
The streaming service uses Reels to promote new Netflix exclusive shows.
View this post on Instagram
nespresso
Nespresso uses Reels to highlight its commitment to sustainability and promote an upcoming IGTV series.
View this post on Instagram
BMW
The luxury car brand is using the Reels to promote a new car model.
View this post on Instagram
With a little inspiration under your belt and knowledge of how to get started, your business is ready to use Instagram Reels ads to reach your target audience, increase brand awareness and expand your reach on the platform.
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