# How to make Reels ads

> Make a vertical 9:16 video with a hook in the first second, captions and the safe zone respected. Meta's Reels ad specs, a second-by-second script and a test plan.
- **Author**: Marxx
- **Published**: 2026-11-04
- **Category**: Creative
- **URL**: https://marxx.ai/library-guides/how-to-make-reels-ads

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To make a Reels ad, shoot or export a vertical 9:16 video, put a clear hook in the first second, add captions and sound, and keep key text out of the screen edges where buttons and icons sit. Then make sure Instagram Reels and Facebook Reels are among your placements in Ads Manager.

## Meta's specs for Reels ads

Checked 2026-10-20 in Meta's ads guide for [Instagram Reels](https://www.facebook.com/business/ads-guide/update/video/instagram-reels) and [Facebook Reels](https://www.facebook.com/business/ads-guide/update/video/facebook-facebook-reels).

| Item | Instagram Reels ad |
|---|---|
| File type | MP4 or MOV |
| Ratio | 9:16 |
| Resolution | 1440 x 2560 pixels |
| Length | Up to 15 minutes |
| File size | Up to 4 GB |
| Captions and sound | Captions recommended, sound strongly recommended |
| Primary text | 44 characters recommended |

Facebook Reels ads use the same 9:16 and 1440 x 2560 pixels. Meta lists 40 characters of primary text and 55 for the headline there.

Meta says Instagram Reels ads should not contain licensed music, face or camera effects, GIFs or product tags. Use original audio or royalty-free music such as Meta's Sound Collection.

## The safe zone

Leave roughly 14% of the top, 35% of the bottom and 6% of each side free of text, logos and key visuals. The profile icon and call to action sit there. If your Reels ad has a disclaimer, leave the bottom 40% free. In Ads Manager, switch on the Safe zone guardrail to see the area ([Meta](https://www.facebook.com/business/help/980593475366490/), checked 2026-10-20).

## Steps

1. **Pick one idea.** One problem, one product, one offer.
2. **Film vertical.** Use a phone in natural light. Fill the whole frame.
3. **Open with the hook.** Show the problem or the result in the first second, with words on screen. See [how to write ad hooks](/guides/how-to-write-ad-hooks).
4. **Edit tight.** Cut every pause. Add captions.
5. **Check the safe zone.** Move text and logos inside it.
6. **Export** as MP4 at 9:16.
7. **Upload in Ads Manager** and check placements. Meta says Advantage+ placements automate where your ads appear across its apps (checked 2026-10-20).
8. **Test three hooks** with the same body. Compare [hook rate](/glossary/hook-rate).

## A second-by-second script

Say you sell a INR 699 under-sink organiser. A 20-second script:

| Seconds | On screen | Words |
|---|---|---|
| 0 to 1 | Messy cabinet, text "Under your sink right now?" | "Is this your under-sink cabinet?" |
| 1 to 5 | Hand reaching past bottles | "You lose a minute every time." |
| 5 to 12 | Organiser slides in | "This slides out. Everything is in reach." |
| 12 to 17 | Before and after | "Fits 12 bottles. Fitted in two minutes." |
| 17 to 20 | Product and price | "INR 699. Order today." |

We wrote this copy as an example. More are in [ad script examples](/templates/ad-script-examples).

## Mistakes to avoid

- Reusing a horizontal video with black bars
- Text in the bottom 35%, where the button and caption sit
- A logo as the first frame
- Licensed music
- Judging a Reel on one day. Use [thumbstop ratio](/glossary/thumbstop-ratio) and hold rate over several days

For a creator-style version, see [how to make UGC ads](/guides/how-to-make-ugc-ads). To choose between formats, read [static ads vs video ads](/compare/static-ads-vs-video-ads).

## FAQ

### How long should a Reels ad be?

Instagram allows Reels ads up to 15 minutes (checked 2026-10-20). Start with 15 to 30 seconds and test your own lengths.

### Can I use a vertical video I already made?

Yes, if it is 9:16 and follows the specs above. Check for licensed music, effects, the safe zone and captions.

### Do I need sound?

Meta strongly recommends sound for Instagram Reels ads and recommends captions. Plan the ad to work with captions.

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