Meta has introduced a new set of creative guidelines designed to help marketers improve the performance of their Reels campaigns across Instagram and Facebook, as short-form video continues to dominate user engagement on both platforms. The company’s latest recommendations are based on extensive internal research into how people consume Reels and what drives stronger brand recall, watch time and purchase intent.
According to Meta:
With over 50% of time spent on Instagram on Reels and video time spent on Instagram up more than 30% since last year, Reels have revolutionized the way we consume content, offering a unique blend of entertainment, education, and inspiration. But as marketers, we need to think beyond the basics of ‘making a good ad’ and instead focus on crafting experiences that resonate with our audiences.
Brands need to hook viewers immediately by presenting their core message within the first few seconds. The company advises marketers to state their case early, show the brand multiple times throughout the clip and use familiar, everyday environments rather than highly polished studio setups. Meta says these elements build authenticity and make ads feel more aligned with native Reels content.
The company is also urging advertisers to rely heavily on audio. Reels featuring a blend of music and clear spoken narration perform significantly better, helping users understand the context quickly while increasing emotional impact. Meta notes that using on-screen text, subtitles, and even native emoji elements can further boost viewer comprehension and improve overall engagement.
For direct response campaigns, Meta has laid out six specific tactics designed to improve conversions. These include prominently featuring the product, reinforcing branding but keeping it visible for no more than one quarter of the total video time, highlighting product benefits within the narrative, and including an unmistakable call to action. Meta’s research shows that viewers respond well to simple, clear creative choices that make it immediately obvious what the product is and why it matters.
The company also encourages marketers to feature real people rather than models or actors, especially in casual or relatable scenarios. Meta says this approach improves trust and helps viewers visualize the product in their own lives. Clips showing products in use, behind-the-scenes demonstrations or authentic customer reactions consistently outperform overly scripted ads.
Short-form video consumption is growing at one of the fastest rates across Instagram and Facebook, with Reels becoming a central driver of daily activity, entertainment and discovery.