Since its launch in 2020, Instagram Reels has become a go-to tool for brands aiming to connect with millennials on a platform that attracts nearly 4 billion visits each month. With users spending an average of 17 minutes and 23 seconds per visit, Instagram offers a prime opportunity to engage audiences through short-form video content.
Instagram Reels Ads, introduced a year after Reels, take this engagement further by allowing brands to extend their reach with full-screen, vertical videos that seamlessly integrate into the platform. As we approach 2024, understanding how to effectively use Reels Ads will be key for brands looking to capitalize on Instagram's vast and highly engaged audience. This guide will provide you with the strategies needed to make the most of this advertising feature.
What’s Instagram Reels?
Launched in 2020, Instagram Reels is one of the platform’s newer features. Labeled as a copycat of TikTok by some (or more delicately put as the platform’s response to TikTok), it basically lets users create short-from video content. In fact, according to Instagram Reels statistics, the vast majority of Gen Z users view Reels and TikTok as essentially the same thing.
The videos can be up to 90 seconds long (it was initially capped to merely 15 seconds) and can be set to music. In addition to the Reels tab on your profile, you can also share it to your Stories and then there’s the chance that it could be included in the Reels Explore feed for more exposure.
How Does Instagram Reels Ads Work?
About a year after Instagram introduced Instagram Reels, it launched Instagram Reels Ads. In short, it helps creators and brands to get discovered by anyone and reach users who don’t necessarily follow them. For businesses, it can be just as valuable helping them to reach a global audience.
If you’re already familiar with Instagram Stories Ads, you’ll have no trouble figuring out how this feature works. It’s similar to Stories Ads and will show between individual Reels in the Reels tab, and the Reels Explore feed.
It can be full screen and vertical and will loop. When users tap on the reel via the Reels tab or Explore feed, they’ll be redirected to a viewer that will show only reels in vertical format.
As to length, it can be no more than 30 seconds long (this used to be 30 seconds). As users will be able to comment, like, share and save these types of ads, it can help to drive engagement. And, if a particular Reel has the opposite effect, users will be able to skip the ad. And, if they really don’t like a specific Reel, they can take it even one step further and hide or report it via the menu.
How to Leverage Instagram Reels Ads
Considering that Reels generate 22% more engagement than regular Instagram video posts and six out of 10 Gen Z TikTok users plan to spend more time interacting with Reels, you’ll want to use every trick up your sleeve to make the most of the Instagram Reels Ads feature.
1. Boost your Reels
One way is to boost your Reels within the platform. In the middle of 2022, the platform introduced this new update that will enable businesses to create Boosted Reels to help them reach new users and generate more engagement. A boosted Reel will show up in the feed, Stories, Reels tab and Explore tab.
Not all Reels can be Boosted, though. Only Reels that are shorter than 60 seconds and have an aspect ratio of 9:16 (in other words are recorded vertically in full-screen format) will qualify. Also, the Reel may not contain any GIF, copyrighted music, camera filter, or interactive stickers. Lastly, if it’s uploaded to Facebook before, it will also be ineligible for boosting.
If your Reel meets these criteria and you would like to explore this option, it’s very simple. All you need to do is to find the reel that you want to boost in your grid and tap on Boost Post. Then, remember to analyze your insights to determine which ads generated the best engagement. You can also employ free Instagram analytics tools to get insights.
2. Include it as campaigns in the Ads Manager
Another way that you can incorporate Instagram Reels into your paid efforts is as campaigns in the Ads Manager. After you’ve created your ad, navigate to the Ads Manager (to do this, you’ll need to have an Instagram business account) and click on “Create”. Next, select the goal you want to achieve by placing the ad on Instagram Reels. Currently, you can choose from the following goals for Reels ads:
- Brand awareness
- Reach
- Traffic
- App installations
- Video views
- Conversions
After ticking the business objectives, complete the other ad campaign details like target market, budget, and schedule. Select “Manual Placements” and then the Instagram Reels option from the drop-down menu next to Stories.
Depending on your type of ad and its goal, you can also edit the call-to-action prompt. For example, if you’re selling a subscription it will make much more sense to opt for “Sign Up” or “Read More” as opposed to something like “Shop Now”.
3. Add text, subtitles and audio
The content that you create needs to be user-friendly. For example, by adding audio, your Reels content will seamlessly fit in with the rest of the content typically shared on Instagram. However, if you plan on boosting your post (which we recommend), remember that you may not include copyrighted music.
While adding audio is recommended, it’s important to keep in mind that Instagram users often choose to mute the sound when browsing the platform. For this reason, on-screen text and subtitles can be very effective. This way, your message will still be communicated. It’s not just about catering to personal preferences. Some members of your target audience might have a hearing impairment and by adding subtitles, your content becomes accessible to them, helping to portray your brand as inclusive.
4. Keep it fun and original
As it’s seen as an alternative to TikTok, Instagram Reels Ads should be all about fun. Apply some creativity and focus on the lighter side of your brand. Avoid coming across as too promotional or you’ll lose your audience’s interest and they’ll simply skip to the next ad (remember the platform gives them that option).
Seeing that it’s so similar to TikTok, it can be tempting simply to repurpose some of your older TikTok videos. Don’t. Going this route could negatively impact your chances of popping up in the Reels Explore feed.
5. Add hashtags
To help Instagram’s algorithm, it’s also recommended that you add relevant hashtags to your Reels. Not only can it help you to increase your reach and engagement, but you can also use it to grow better brand awareness. You can, for example, use branded hashtags or select relevant hashtags to help you communicate the values of your brand. Transparency and social justice are getting more attention and with hashtags you can show to viewers that you care about the issues that matter to them too.
Here are some popular Instagram Reels hashtags that you can try out:
- #reelsteady
- #viralvideos
- #reelsinsta
- #instareel
- #viralreels
- #instamoment
- #reelinstagram
- #firstreel
- #instadaily
- #memes
- #funny
Alternatively, you can turn to your competitors and social media influencers and see which hashtags they’ve incorporated. Speaking of competitors, you can also browse other social networks for hashtag ideas. What’s trending on TikTok? After all, the twin rivalry between Instagram Reels and TikTok are strong.
6. Use Instagram Reels Insights
We’ve mentioned Instagram Reels Insights before when creating boosted content. However, even if you have no plans of boosting some Reels, studying your Reels analytics is key. You can, for example, use a tool like Hootsuite, that makes it easy to evaluate the performance of your Reels. Via its intuitive dashboard, you’ll discover valuable stats about reach, engagement rate, plays, likes, shares, ad comments.
Alternatively, you can use the insights shared via Instagram’s own app, that’s if you have a business account. You’ll find the Insights button on your profile page below your bio. Your Reels analytics will be found under the Reach breakdown. On the Insights overview screen, you’ll also be able to view insights that deal exclusively with Reels. If you want to view the performance of a specific Reel, simply open that Reel via your profile, click on the three dots and select Insights.
You should continuously check your insights. Not only to find out how they performed, but also to get a better understanding of what your audience responds to better. Armed with this knowledge, you have a better idea of which calls to actions, filters, effects, audio, and text work.
Essential Components for Creating Impactful Reels Ads
Creating Instagram Reels Ads that effectively capture attention and drive engagement involves focusing on several key components. Below are examples from successful brands that illustrate each essential element:
Prioritize Visual Appeal
Visual appeal is critical in grabbing attention quickly on Instagram Reels. A great example of this is American Airlines, which uses smooth transitions and dynamic visuals to keep the viewer engaged throughout the ad. By ensuring the video moves fluidly between scenes, they maintain interest and convey their message without losing the audience’s attention .
Emphasize Authenticity
Authenticity resonates strongly with Instagram users, and brands like Sephora excel in this area by leveraging user-generated content (UGC). Sephora’s Reels often feature real customers or influencers showcasing products in an honest, relatable manner, which builds trust and credibility with their audience. This approach not only humanizes the brand but also encourages more UGC from followers.
Incorporate Engagement Triggers
Engagement triggers, such as clear calls-to-action (CTAs), are vital for driving interaction. MADE.com effectively uses this strategy by prompting viewers to respond to questions posed in their Reels, which boosts engagement and increases the post's visibility on the platform. This tactic can be particularly effective for brands looking to build a community around their content.
Utilize Sound and Subtitles
Incorporating sound and subtitles can enhance the accessibility and emotional impact of your Reels Ads. For instance, Netflix creatively uses popular soundtracks and humorous subtitles in their Reels, making their content both entertaining and accessible to viewers who may watch without sound.
This approach ensures that the message is communicated effectively, regardless of how the content is consumed.
By integrating these components into your Reels Ads strategy, you can create more engaging and impactful content that resonates with your target audience and drives results.
Wrapping Things Up
Whenever people write about anything related to Instagram Reels, they tend to refer to TikTok in the same breath, quite often focusing on how it’s so similar. That said, it’s been just over two years since Instagram Reels were introduced and it’s become a powerful feature in its own right.
Considering that Instagram Reels is currently not as saturated yet, it offers the perfect platform to take advantage of advertising. Then, to make the most of your ads, be sure to invest in some paid efforts. Whether you prefer to boost your Reels or incorporate them into your paid efforts as campaigns in the Ads Manager, both strategies can help you to increase your reach even further.
Frequently Asked Questions
How do I get invited to the Instagram Ads on Reels program?
To get invited to the Instagram Ads on Reels program, it's essential to focus on consistently creating high-quality, engaging Reels that resonate with your audience. Instagram typically extends invitations to creators who demonstrate strong engagement metrics, such as high views, likes, comments, and shares. While there is no official application process, increasing your content's visibility by using trending audio, relevant hashtags, and maintaining an active posting schedule can boost your chances of receiving an invitation.
How much can I earn from Instagram Ads on Reels?
Earnings from Instagram Ads on Reels can vary widely depending on several factors, including the number of views, audience engagement, and ad placement. Creators have reported earnings ranging from as low as $0.50 to over $50 per 200,000 views. To maximize earnings, focus on creating content that aligns with advertiser interests and engages viewers, as this can lead to higher ad revenue. However, it's important to note that earnings may fluctuate due to changes in Instagram's ad algorithms.
Why has my revenue from Instagram Reels Ads decreased?
Revenue from Instagram Reels Ads can decrease for several reasons, including changes in Instagram's ad placement algorithms, reduced viewer engagement, or shifts in advertiser demand. To mitigate revenue drops, review your content performance regularly using Instagram's analytics tools. Consider experimenting with different content styles, posting times, and audience targeting strategies to optimize engagement and ad placements, which can help stabilize or increase your earnings.
What are the best practices for increasing revenue from Instagram Reels Ads?
To increase revenue from Instagram Reels Ads, focus on creating visually appealing, engaging content that captures the viewer's attention within the first few seconds. Utilize trending music and hashtags, collaborate with other creators, and ensure your Reels are optimized for mobile viewing. Additionally, consistently engaging with your audience through comments and messages can boost your visibility and attract more lucrative ad placements. Regularly monitor performance metrics and adjust your strategy based on what resonates most with your audience.
How does Instagram determine which Reels are eligible for ads?
Instagram determines Reels eligibility for ads based on several factors, including content quality, viewer engagement, and adherence to community guidelines. Reels that generate significant interaction—such as likes, comments, and shares—are more likely to be selected for ad placements. Additionally, Instagram favors content that is brand-safe, meaning it avoids controversial or sensitive topics. Ensuring that your Reels align with these criteria can increase the likelihood of being selected for ads and monetization.
