Instagram Reels Ads Guide: Winning with 9:16 Video

Instagram Reels is eating the world. It's also eating your budget if you do it wrong. Meta is forcing Reels impressions because they are fighting TikTok. This means Inventory → Advertisers. Supply is high, demand is low. Result? Cheap CPMs. But you can't just slap a square image into a vertical slot. It looks like trash, and users scroll instantly.

The Technicals: Safe Zones

Before you shoot, you must frame. Reels has UI elements (Likes, Comments, Description) that cover the bottom 30% and right 15% of the screen.

• Aspect Ratio: 9:16 (1080x1920).
• Title/Hook: Place in the "Center-Top" (Safe Zone).
• Captions: Do NOT put captions at the very bottom. They will be covered by the description.
• Resolution: 1080p minimum. 4K is overkill (compressed anyway).

The Creative Framework: "Lo-Fi" Wins

High production value = "This is an ad." Low production value = "This is content." On Reels, you want to blend in. The "UGC" Look:

• Shot on iPhone.
• Natural lighting (window light).
• Direct to camera address.
• Native text overlays (looks like Instagram fonts).

The 3-Second Structure

Users scroll fast. You have 1 second to stop them.

1. The Hook (0-2s):
   • Visual: Rapid movement or a "pattern interrupt" (weird angle, strange object).
   • Audio: "Stop doing this..." or "I found a hack..."
2. The Retention (2-10s):
   • Fast cuts. Change the angle every 3 seconds.
   • Show only the benefits. No long intros.
3. The CTA (10s+):
   • "Link in bio" (Organic style) or "Shop Now" (Ad style).
   • Point down to the button.

Sound On or Off?

Feed ads: 80% Sound Off. Reels ads: 90% Sound On. You must use audio.

• Voiceover: Read your script.
• Trending Audio: Risky for business (copyright). Use "Royalty Free" upbeat tracks or just voice.
• Captions: Still mandatory. Some people watch in bed next to a sleeping partner.

Cheating: "Static to Video"

Don't have video capacity? Hack it.

1. Carousel Video: Take 3 photos. Slideshow them fast (0.5s each) to a beat.
2. Twitter Quote: Take a screenshot of a tweet. Put it on a 9:16 background. Add a moving sticker. It counts as video.
3. Q&A: Record yourself answering one common customer question.

Summary

Reels is the biggest arbitrage opportunity in 2024. The CPM discount alone makes it worth it. But you must respect the format. Vertical. Fast. Native. If it looks like a TV commercial, you've already lost.