Reels ad specs
| Setting | Use | Notes |
|---|---|---|
| Aspect ratio | 9:16 | Other shapes get cropped or letterboxed. Meta is steering advertisers away from square toward 9:16 and 4:5[1] |
| Resolution | 1080×1920 minimum | 1440×2560 suggested for high-density screens[1] |
| Top safe zone | 14% | The profile name and "Sponsored" label sit here (about 270px on a 1080×1920 video)[1] |
| Bottom safe zone | 35% | Captions, the call-to-action button and icons sit here (about 670px)[1][3] |
| Side safe zone | 6% each side | About 65px[1] |
| Sound | On | Meta's Reels guidance recommends audio[3] |
| Length | 15 to 30 seconds | Our recommendation for product ads; Meta allows longer |
The pixel figures are the percentages applied to a 1080×1920 frame. In practice, that leaves a band of roughly 1,000 pixels in the middle of the screen where everything important must sit: the product, the price and any words.
What Meta's own guidance says works
Meta published Reels ad guides in 2024 and 2025. As reported by the trade press, the points that matter most for a product brand are:
- Add a creative element. Reels ads that included at least one element such as a human presence or a text overlay saw a 16% improvement in cost per result in Meta's studies[3]. For a product video, on-screen text with the benefit and price is the easy win.
- Respect the bottom 35%. Meta suggests keeping it free of text and logos so the app interface doesn't cover them[3].
- Use sound. Meta's guidance says audio raises engagement[3]. A voiceover also lets you make your point without relying on people reading.
Meta also reports, from research it commissioned, that 79% of people said they had bought a product after watching Reels[3]. Treat that as a survey answer rather than a conversion rate.
A 20-second product ad structure
This is the structure we use for product ads. It's our template, not a Meta rule, and it works for most physical products.
| Seconds | What's on screen | What it does |
|---|---|---|
| 0 to 2 | The product, filling the safe zone, with a one-line hook in text and voice | Stops the scroll and says what this is |
| 2 to 8 | The problem it solves or the moment it's used | Gives a reason to keep watching |
| 8 to 15 | Two or three close-ups with one detail each | Builds the case: material, size, what's included |
| 15 to 20 | The price, any offer, and what to do next | Turns interest into a click |
Make three versions of each product with different openings (the problem, the price, or a surprising detail) and run them in the same ad set. Meta will shift spend to whichever works. We explain why in creative fatigue in Meta ads.
Setting up the placement
With Advantage+ placements, Meta can show your ad in Reels as well as Feed, Stories and other placements. Give it a 9:16 video so it doesn't have to crop or letterbox a different shape[1]. If you also want a feed-friendly version, a 4:5 cut is the shape Meta now favors over square in Feed[1].
Using the same video on TikTok
TikTok accepts 9:16 video at 540×960 or more for In-Feed ads[4], so a 1080×1920 Reels ad uploads without changes. The difference is the safe zone: TikTok says it depends on the video's shape, your ad caption's length and any extra formats you use, and it provides safe-zone files to check against[4]. Check your text placement there before you launch.
Making Reels ads from your catalog
If you don't have footage, you don't need it. Meta can now animate product photos inside its own ad tools[5], which is a quick start. Framewright goes further for Shopify brands: it writes a script for each product, then renders a 1080×1920 video with your photos, price, brand colors, an AI voiceover and word-synced captions. Or hand it off with the Ad Sprint: 30 ad videos, three hooks for each of 10 products, in five business days for $300.