Instagram Reels has quickly become one of the most powerful ways for brands, creators, and small businesses to reach new audiences. With billions of people scrolling through short-form video content every day, it’s no surprise that Instagram Reels ads are now a key part of marketing strategies in 2025.
But here’s the catch: people scroll fast. If your ad doesn’t capture attention within the first few seconds, it’s gone. The competition isn’t just other ads—it’s funny memes, trending sounds, and viral content. That means your Reels ad design has to be smart, creative, and tailored to the platform.
In this article, we’ll walk through top creative tips for designing Reels ads that grab attention, backed by what actually works today. Whether you’re a beginner running your first campaign or an experienced marketer looking to improve performance, these tips will help you design Reels ads that people don’t just scroll past—but actually engage with.
Table of Contents for Designing Reels Ads
- Know Your Audience Before Designing
- Hook Viewers in the First Three Seconds
- Use Vertical, Full-Screen Video
- Keep It Short and Engaging
- Add Text Overlays and Captions
- Leverage Trending Sounds and Music
- Showcase Your Product or Offer Early
- Incorporate User-Generated Content (UGC)
- Use Clear Calls-to-Action (CTA)
- Design with Authenticity, Not Perfection
- Experiment with Creative Formats
- Test, Measure, and Improve
- Final Thoughts
1. Know Your Audience Before Designing
Every great Reels ad starts with understanding who it’s for. Designing blindly without knowing your target audience often leads to generic content that doesn’t connect.
Think about:
- What problems does your audience have?
- What kind of Reels content do they already engage with?
- Do they prefer humor, storytelling, or straightforward value?
For example, a skincare brand might focus on before-and-after transformations, while a food delivery app might use fast-paced clips of delicious meals.
👉 Pro Tip: Use Instagram Insights or Meta Ads Manager to analyze audience demographics and interests. A guide from Meta Business Help Center shows you how to dig into this data.
2. Hook Viewers in the First Three Seconds
The scroll is fast. Research shows that the average attention span on Reels is less than 3 seconds. That means the opening of your ad is everything.
Creative ways to hook viewers:
- Start with a bold question (e.g., “Still wasting money on…”).
- Show the end result first (the transformation).
- Use surprising visuals or quick movements.
Think of your hook as the “headline” of your ad—it determines if people will keep watching.
3. Use Vertical, Full-Screen Video
Reels are designed to be consumed vertically. Using horizontal or poorly cropped videos instantly signals “ad” and breaks the flow. Always use the 9:16 aspect ratio to cover the full screen.
- Recommended size: 1080 x 1920 pixels
- Avoid black borders or letterboxing
- Place key visuals in the center so they don’t get cut off by captions or buttons
👉 Check Instagram’s official ad specs for updated requirements.
4. Keep It Short and Engaging
While Instagram allows Reels ads up to 90 seconds, shorter often performs better. Aim for 15–30 seconds.
Why? People come to Reels for quick, snackable content. Long ads risk losing attention. If your message requires more time, break it into a series of shorter ads instead of one long one.
5. Add Text Overlays and Captions
Many people watch Reels without sound. If your ad relies only on audio, you’re losing a big part of your audience. Adding text overlays and captions makes your content more accessible and easier to follow.
Best practices:
- Highlight key points with bold text
- Use subtitles for spoken lines
- Keep fonts large and readable on mobile screens
6. Leverage Trending Sounds and Music
Music is at the heart of Reels. Using trending audio can help your ad blend naturally with organic content and increase reach.
Tips:
- Explore Instagram’s “Trending” sound tab before launching ads
- Match the audio to your brand style (fun, calm, upbeat)
- Combine trending sounds with original voiceovers for unique impact
7. Showcase Your Product or Offer Early
Don’t wait until the last 5 seconds to show your product. By then, most viewers are gone. Instead, feature your product, service, or offer within the first few seconds.
Examples:
- Show a person using the product immediately
- Highlight the transformation (before vs. after)
- Display the brand name/logo early but naturally
8. Incorporate User-Generated Content (UGC)
People trust people more than brands. UGC-style ads—where real customers share experiences—often perform better than polished studio shoots.
Ways to use UGC:
- Ask customers to record short testimonials
- Repurpose influencer content
- Simulate a “selfie-style” review
👉 According to HubSpot, UGC increases trust and can lead to higher conversion rates.
9. Use Clear Calls-to-Action (CTA)
Every ad needs a next step. Without a call-to-action, even interested viewers may just scroll away.
Strong CTAs for Reels ads:
- “Shop Now” for eCommerce
- “Sign Up Today” for services
- “Learn More” for apps or courses
Keep it simple and consistent—say it in your video, display it as text, and reinforce it with Instagram’s CTA buttons.
10. Design with Authenticity, Not Perfection
One of the biggest mistakes brands make is over-producing their Reels ads. Instagram is a casual, authentic platform—ads that feel too polished can look out of place.
Instead:
- Shoot with your phone (high quality is enough)
- Keep lighting natural
- Prioritize relatability over cinematic production
11. Experiment with Creative Formats
Don’t limit yourself to one style. Rotate between:
- Tutorial-style ads (showing how to use your product)
- Storytelling ads (problem → solution → result)
- Quick demo ads (fast, punchy product showcases)
- Behind-the-scenes clips (humanizing your brand)
Different audiences respond to different formats. Testing multiple versions helps find what sticks.
12. Test, Measure, and Improve
Finally, even the best design tips won’t guarantee success unless you test and analyze performance. Use Meta Ads Manager to check:
- CTR (click-through rate)
- Video view duration
- Conversions
Run A/B tests with different hooks, captions, and visuals. Over time, you’ll see patterns in what works best for your audience.
👉 Learn more about ad testing in Meta’s A/B Testing Guide.
Final Thoughts
Designing Reels ads that grab attention isn’t about making the flashiest video—it’s about creating something that connects, feels authentic, and delivers value quickly.
To recap:
- Start with your audience.
- Hook them in the first 3 seconds.
- Use vertical, full-screen videos.
- Keep it short, clear, and captioned.
- Mix in trending sounds, UGC, and authentic storytelling.
- Always guide viewers with a clear CTA.
By applying these Reels ad creative tips, you’ll not only increase engagement but also improve conversions. Remember—success comes from testing, learning, and continuously improving your approach.
So, the next time you open Instagram Ads Manager, think less about creating a “perfect ad” and more about designing something real, simple, and scroll-stopping.