In our analysis, Reels ads featuring 9:16 video achieved a 7-point higher average positive response score (including purchase intent) versus non-9:16 ads.

As 80% of reels are viewed with sound on2, captivate with audio such as music, voiceover or sound effects.

Reels ads with both music and voiceover achieved a 15-point higher positive response score versus those without sound.

Get your message across clearly by keeping the bottom 35% free of key creative elements, text and logos to ensure that important brand elements aren't overlapped by the Reels UI.

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