# Reels ad structure templates

> Five Reels ad structures with second-by-second timings: problem and fix, demo, testimonial, before and after, and list. Copy one and fill each beat.
- **Author**: Marxx
- **Published**: 2026-11-06
- **Category**: Scripts
- **URL**: https://marxx.ai/library-templates/reels-ad-structure-templates

---

Most Reels ads follow one of five structures: problem and fix, demo, testimonial, before and after, or list. Pick one below, copy the timings and fill each beat for a 30-second ad.

## The five structures

```
1. PROBLEM AND FIX
0-3s    HOOK      The problem, in the buyer's words
3-8s    PROBLEM   Show it happening
8-18s   PRODUCT   The fix, in use
18-25s  PROOF     The result
25-30s  ACTION    Offer and next step

2. DEMO
0-3s    HOOK      The finished result first
3-10s   SETUP     What you need
10-24s  STEPS     Three steps, one shot each
24-27s  RESULT    Show it again
27-30s  ACTION    Offer and next step

3. TESTIMONIAL
0-3s    HOOK      The customer's strongest line
3-10s   BEFORE    Their problem, in their words
10-22s  USE       Them using the product
22-27s  RESULT    What changed for them
27-30s  ACTION    Offer and next step

4. BEFORE AND AFTER
0-3s    HOOK      The "after" first
3-10s   BEFORE    How it was
10-20s  CHANGE    The product at work
20-27s  AFTER     How it is now
27-30s  ACTION    Offer and next step

5. LIST
0-3s    HOOK      "3 reasons to ..."
3-11s   REASON 1  One shot, one line
11-19s  REASON 2  One shot, one line
19-27s  REASON 3  One shot, one line
27-30s  ACTION    Offer and next step
```

Each set of beats adds up to 30 seconds.

## Which one to use

| Structure | Use it when | Open with |
|---|---|---|
| Problem and fix | The buyer already feels the problem | The annoyance, in the buyer's words |
| Demo | The product is easy to show in action | The finished result |
| Testimonial | A real customer will say it on camera | Their strongest line |
| Before and after | You have a real, visible change to show | The "after" |
| List | You have several reasons, or want to compare | The number of reasons |

Use a testimonial only with a real customer's permission, and show only results you have seen.

## A worked example

Say you cut structure 1 from 30 seconds to 15. Keep the hook at 3 seconds. The other beats had 27 seconds and now get 12.

- Scale: 12 / 27 = 0.44.
- Problem: 5 x 0.44 = about 2.2 seconds.
- Product: 10 x 0.44 = about 4.4 seconds.
- Proof: 7 x 0.44 = about 3.1 seconds.
- Action: 5 x 0.44 = about 2.2 seconds.

Add them up: 3 + 2.2 + 4.4 + 3.1 + 2.2 = about 15 seconds.

## Tips

- **Start from the hook.** Film three openings and keep the rest. See [how to make Reels ads](/guides/how-to-make-reels-ads).
- **Keep text in the safe zone.** Keep the top 14%, bottom 35% and sides 6% free of text, as Meta asks (checked 3 Nov 2026).
- **Use real words.** The [UGC script template](/templates/ugc-script-template) shows the same beats with filled-in lines.
- **Check the file before upload.** Use the [Reels ad edit checklist](/templates/reels-ad-edit-checklist).
- **Go shorter.** The [6-second ad script templates](/templates/6-second-ad-script-templates) cover the smallest version.

## Make variants

Marxx's [production canvas](/features/production-canvas) makes ads with AI models, builds variants of an ad and publishes to Meta. We make Marxx.

For filled-in scripts, see the [ad script examples](/templates/ad-script-examples).

## FAQ

### How long should a Reels ad be?

Meta's guide lists Reels ad length from 0 seconds to 15 minutes. Start at 15 to 30 seconds, and test a longer cut of any ad that holds viewers.

### Which structure should I test first?

Start with problem and fix. It needs no special footage. Then test one other structure on the same product.

---
- [More Scripts articles](https://marxx.ai/library-templates/category/scripts)
- [All articles](https://marxx.ai/library-templates)