Reel Talk:

Agency
Superpack
Empower your clients and
help amplify business
results with Reels ads

2023
 3 Toolkit overview
Table of 4 Client benefits

Contents 5

7
Agency benefits
Reels overview
8 Messaging
11 How to use Reels ads
12 Creative guidance
14 Reels ads specifications
15 Partnership ads
16 Complementary solutions
• Insights
17 Partner asset creation guidance
• Success stories

2
Toolkit
overview
Short-form video has transformed
how people create, consume and
share content.

This new medium has become a language of

expression and connection, facilitating
meaningful interactions and experiences for
audiences around the world. In the realm of
social media, Reels has emerged as the
fastest-growing content format across Meta
technologies, capturing the attention of
users and client-advertisers alike.1

While clients recognize the value of

Reels, they may lack the necessary
skills to leverage its potential.

This toolkit aims to empower agencies to

support their clients. By using the tools and
guidelines in this resource, agencies can
unlock new capabilities and feel empowered
to help clients create impactful Reels content
that delivers business outcomes.

1
Meta Q4 2021 earnings call, February 2022 3
Client benefits
Agencies can use the resources in this toolkit to help their clients
leverage Reels ads to achieve their business objectives.

Businesses can use Reels ads to help:

Increase business performance: Opting into Reels ad placements can

drive lower cost per result than campaigns not opted into Reels ad
placements.

Build brand awareness: Showcase unique brand identity and establish a

strong online presence.

Grow and reach new customers: Tap into a growing global stage where
brands and creators can be discovered by anyone.

Increase revenue: Promote products or services to a wider audience to

drive sales.

Improve customer experiences: Deepen existing customer relationships

with engaging creative that meets audiences where they’re already
spending time online.

Diversify: Showcase brand in a new, multi-dimensional way that

differentiates from competitors.

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Agency benefits
This toolkit isn’t just designed to help agencies drive client success.
It’s also intended to help drive the success of the agency itself. As an
agency partner, you can leverage this resource to expand your Reels
expertise, enhance your offerings to better engage existing clients
and attract and activate new ones.

Expand Broaden offering Attract and

expertise. and engage activate new
existing clients. clients.

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Agency benefits
The resources in this toolkit provide agencies with the fundamental
components to assist in creating and launching campaigns that
engage both new and existing clients. Agencies who use partners to
develop ad creative can use this information to guide performant
Reels creation.

Create campaigns
that highlight agency expertise using pre-approved Reels
messaging.

Launch campaigns
by using templates and guidance to create engaging
company assets.

Build awareness
by sharing company assets and educational materials,
including creative guidance and best practices.

Foster consideration
by leading interested clients to Reels guides and success
stories that highlight partner success.

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Reels
overview Agency tip: Include the figures and
messaging from this toolkit in your
Reels is a short-form video campaigns to help communicate the
Reels opportunity to potential and
format offered on Instagram
existing clients.
and Facebook that enables
individuals and brands to
create engaging content.

For businesses, these videos can be

leveraged as ads to help drive growth
and reach new audiences. With over
two billion shares per day, Reels has
3.8 billion
people use Meta technologies
rapidly become the fastest growing every month.1
content format across Meta
technologies.1 But what makes this
content format stand out in the
short-form video ecosystem?

The difference is that Reels turns

+50%
of time on Facebook and
attention into action. The interactive Instagram is spent watching
format ignites connection and sparks videos.32
a response, empowering
client-advertisers to supercharge
their results.

24%
increase in the duration of time
spent on Instagram has been
noted since the launch of Reels.3

1
Meta Q1 2023 Earnings, April 26th, 2023 2 Meta internal
data, February 2022. 3 Meta Q1 2023 earnings call, April
2023. 7
Reels messaging
Create custom campaign messaging by blending the Reels benefits
listed below with your distinctive agency benefits and capabilities.

Client messaging Client messaging

Benefit Relevant statistics
Long form Short form

People are already

Meta technologies facilitate connecting on
connections between billions of Instagram and
People reshare Reels more
people, and Reels is designed to Facebook. Reels
than 2 billion times every
leverage these existing social gives them a way to
day,6 and 88% of people
Ignite networks to meet customers engage on another
surveyed have shared Reels
connection. where they are. By utilizing level. Use Reels to
with friends and family
Reels, you can foster ignite connection
members, outpacing other
engagement and ignite with customers in a
short-form video formats.7
connections with customers in a way that invites
way that invites participation. valuable
participation.

Reels viewers are actively

engaged and open to discovering
After watching Reels, 3/4 of
new content, which makes them Engaged users are
people surveyed followed a
more likely to take action. By more likely to take
business, nearly half of
utilizing Reels ads, you can action. Use Reels ads
Spark action. people messaged a business
leverage this engagement to to inspire customers
and nearly 2/3 of people
motivate customers to take to follow, message or
purchased a product or
action, whether that’s following make a purchase.
service.8
your brand, sending a message or
making a purchase.

Adding Reels creative- 9:16

video in the safe zones with
Reels creative- 9:16 audio and a relatable,
video with audio in digestible, entertaining
Utilize Reels creative in your the safe zones and concept- to the existing
existing ads to boost your results entertaining, business-as-usual creatives
in Reels placement and beyond. digestible, relatable in direct response
Supercharges By incorporating Reels ads and concepts- plug into campaigns led to 16%
results opting into Reels placements the Meta improvement in
into your marketing campaign, performance cost-per-action, 13% higher
you can help drive more marketing ecosystem return on ad spend, 29%
incremental value. to help amplify higher conversion rate and
outcomes for 11% higher reach across all
businesses. placements in comparison
to campaigns with only
business-as-usual creatives.
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Agency speciality messaging
Communicate the benefits of Reels for the services you offer .

Agency service
Benefits Client messaging
offering

Enhance the caliber of your Reels content

Enhance Reels creative with professional support from [agency
Creative
with professional name], covering everything from DIY
Development
support. templates and video optimization to
full-on Reels production.

Connect with creators Utilize [agency name's] creator network to

best suited for your gain access to a diverse pool of content
Creator brand and enhance your creators to promote your products or
Partnerships creator-based marketing services, and take your creator-based
with comprehensive marketing to the next level with expert
campaign management. campaign management assistance.

Advertising Leverage advanced technology and

Technology Optimize campaigns in a data-driven strategies from [partner
or
Digital scalable way. name] to scale and optimize your Reels
Marketing advertising efforts.

6
Meta Q1 2023 earnings call 7 Global Consumer Short-Form Video Survey by Factworks. (Meta-commissioned online survey of over 12,600
consumers ages 13-64; Users of SFV content in AU, US, BR, DE, UK, KR, JP, IN and FR), Oct. - Nov. 2022 8 Global Consumer Short-Form
Video Survey by Factworks. (Meta-commissioned online survey of over 12,600 consumers ages 13-64; Users of SFV content in AU, US, BR,
DE, UK, KR, JP, IN and FR), Oct. - Nov. 2022 9 Page visits results are based on 12 lift studies, add to cart results are based on 13 lift studies,
and purchase results are based on 11 lift studies. All studies were run from June 2022 to December 2022 by global advertisers from various
verticals including Ecommerce, CPG, Retail, and Professional Services. Business-as-usual campaigns means Facebook Feed, Instagram
Feed and Instagram Stories. 10 We conducted a 2-week long large-scale study measuring incremental effects with 14k global advertisers
across multiple verticals in Q3 2022. Results showed that adding ads that were opt-in to FB Reels placement delivered 3% more incremental
purchases per dollar spent compared to not opt-in to FB Reels placement. To minimize skew, we cap conversion counts at 5 for each user for
any given ad account in the test. The result is statistically significant at 90%

9
Agency specialty
messaging Agency tip: Use the following statistics
in addition to specific messaging for
your area of expertise to demonstrate
the benefits of working with an agency.

A recent study of global advertisers with an average

ad spend of approximately $50K found that adding
partner-enabled native Reels content to a
business-as-usual setup resulted in, on average11:

• Outperformance in cost per result for

optimized conversions with 91%
confidence

5% 11%
lower cost per higher conversion
acquisition rate

7% 5%
higher reach higher video views

17% 52%
longer average higher 3-second
video play time video play rate

11
Meta analysis of 15 advertiser tests to quantify the value of using native Reels
creative created by Meta Business Partners. 2023.
10
How to use Reels ads
Reels ads are not a replacement for your clients’ existing campaigns.
They plug directly into these campaigns without any new platforms
or budgets to manage, allowing for seamless optimization across
Meta ad placements.

Check the box in Ads Manager.

That’s all there is to it.

All your clients have to do is check the box in Ads Manager to opt in to
Reels ads across both Facebook and Instagram. We recommend using
Advantage+ Placements to maximize performance. Then, help them
add Reels to their business-as-usual campaigns by building or
adapting existing creative. Optimize for 9:16 video to make content
immersive, build for sound-on and adhere to safe zones to ensure
messages aren't obscured by the Reels user interface.
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Creative guidance
Ensure your clients' Reels ads leverage the creative essentials to help drive
results. Once your clients have adopted creative essentials, consider leveling
up the creative by building in the language of Reels.

Adopt the creative essentials to help drive performance

Build in 9:16 video to make video captivating

• Reels is a full-screen, immersive video format. To help creative feel at home
here, consider leading with video and resizing it to a 9:16 ratio.
• Compared to non-9:16 ads, Reels ads that showcased 9:16 videos have a
statistically significant 7-point higher average positive response score.12

Build in safe zones so messages are clear

• Exercise caution with the blocked areas of Reels ads, which are at the top and
bottom of the screen, as they may block crucial creative elements. For optimal
visibility and effectiveness, keep the bottom 35% of 9:16 creative clear of
essential features such as advertiser handles, calls to action, text and logos.
(This represents an increase from the previous recommendation of 20%.)
• An analysis conducted by Meta showed that Reels ads violating the safe zone
guardrails experienced a 28% lower click through rate compared to those that
complied with the guidelines.13

Build for sound on to make it entertaining

• Whether music, voiceover or sound effects, audio is a key driver of
engagement and entertainment on Reels.
• Over 80% of reels are viewed with sound on.14

12
Consumer Study by MetrixLab. (Meta-Commissioned online study of 10,000 people in the US ages 18+; monthly active users who are active
Instagram users in Q1 2022). 13 Safety zone violations: analysis of placement-level results for ads associated with 58 global Brand Lift studies for
brands that, at the time of study creation, self-identified as testing the addition of Reels as a placement to a current campaign strategy. June
2021–March 2022. An ad is determined to have violated the Reels safety zone if any portion of overlaid text, brand identity, or product label is 12
obscured by any portion of Reels user interface or persistent camera icon. 14 Instagram Internal, February 2022.
Creative guidance
Level up your creative with the language of Reels
Reels is a medium with limitless storytelling potential, allowing any brand, regardless of
product, business size or production budget, to create a great reel. Once your clients have a
handle on the creative essentials, consider experimenting with various techniques to help
enhance the entertainment value, digestibility, and relatability of their reels.

The language of Reels

Make it entertaining Make it digestible Make it relatable

Mix audio, visual effects and Combine pace, value and clear Use recognizable stories, visual
creative storytelling to provoke an communication to help your codes and shared behaviors to
emotional response. clients captivate and help your clients establish a
communicate with their personal connection with their
audience. viewer.

Incorporating the language of Reels creative approach into business-as-usual strategies for
lower-funnel conversion events can increase chances of success by 88%. According to Meta
tests, using this approach improved cost-per-incremental conversions for lower-funnel events
like purchases by an average of 51%.15

Use the Reel Talk Creative Playbook for Small Businesses to provide your clients with in-depth
Reels inspiration, creation and ad set-up consults to help them develop and activate
performant Reels ad creative.

15
Meta-analysis of conversion lift tests with 11 global advertisers across 9 verticals, conducted in November 2022. These results are
inclusive of both Instagram and Facebook Reels. We define lower funnel conversion events as those that happen at the end of the
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marketing funnel, such as purchasing an item or signing up for a service.
Reels ads specifications
Interstitial ad

Ad unit
Full-screen, looping and skippable video and image ads
Sound on is encouraged, but not required.
Available engagement actions include likes, comments and shares.

Placement
Ads will be served within the Reels immersive viewer as interstitial
video ads. In order to be served a reels ad, the user needs to click into
the experience from
• Dedicated Reels tab • Reels in Feed
• Reels in Explore • Suggested Reels in Feed

Length • Maximum 15 minutes in length on Instagram

• No video length limit on Facebook

Buying type • Auction, reach and frequency on Instagram

• Auction on Facebook.

Buying Manual placements

Targeting Standard Meta targeting

Design and technical • File type: MP4, MOV

specifications • Recommended ratio: 9:16
• Video settings: H.264 compression, square pixels, fixed frame rate, progressive
scan and stereo AAC audio compression at 128kbps+
• Resolution: At least 500 x 888 pixels
• Video sound: Optional, but strongly recommended
• Videos should not contain edit lists or special boxes in file containers.
• Primary text: 72 characters before truncation
• Maximum file size: 4GB
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Partnership ads
In addition to driving engagement with Reels, both organic and ads, your clients can
take it a step further with partnership ads. Partnership ads involve collaborating
with creators, a vital part of the Reels ecosystem, to maximize success.

Creators bring a unique set of skills to the table, such

as mastery of the medium, creative experimentation,
meaningful audience relationships, authenticity,
relatability and connection to culture. By working with
creators, you and your clients can leverage these skills
to create more engaging and effective Reels content
that resonates with your target audience. Partnership
ads also allow businesses to push their brand
guidelines to fit the cultural codes of the format,
creating a more authentic and engaging experience
for the audience.
In addition, a recent study found that adding
partnership ads to business-as-usual Reels ads
resulted in16:

• Outperformance with 82% confidence

9% 16% 47%
lower cost per lower cost per higher click
acquisition click through rate

56% 24% 165%

longer average higher 3-second higher ThruPlay
video play time video play rate rate

16
Meta analysis of 12 A/B tests across global regions (DE, ES, ID, UK and US); n = 12 15
studies conducted August 2022–March 2023.
Landing pages, emails, in-product
notifications and paid ads

Use the Reels and agency specialty

messaging maps to help craft copy for
landing pages, emails and paid ads. The
examples below are tailored to creator
agencies, but can be modified to fit other
specializations.

EMAILS LANDING PAGES

PAID ADS

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Landing page

17
Email

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Webinars
Webinars can be a powerful tool to educate potential clients and
encourage them to partner with your business. Leverage the Reels and
agency speciality messaging maps, approved statistics and other
content included in this toolkit to craft a compelling webinar deck.
Here are some best practices to consider.

• Promote ahead of time to increase attendance

• Use a clear and attention-grabbing title
• Use engaging visuals to enhance your presentation
• Encourage audience participation with Q&A sessions or chats
• Keep the presentation focused and concise
• Include a clear call to action
• Follow up with attendees after with additional resources

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Success story
guidance
Think of a catchy headline

Write a brief synopsis

Describe the challenge

Use an enlightening image

Talk about the solution

Share the results

Get a testimonial
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Success story guidance

Think of a catchy headline

Catch people’s eye with a headline that summarizes the success as
concisely as possible. You can be serious and descriptive or light
and witty. Choose whichever tone best matches your situation.

Write a brief synopsis

Summarize the story in a succinct paragraph of up to 35 words.
Use a descriptor in place of the company name, state the solution
you used and include a compelling statistic.

Describe the challenge

In this section, focus on outlining the business goal(s). Create a list
of challenges they had to overcome. Highlight any specific pain
points that you could help address.

Talk about the solution

Explain how you helped the business achieve results in detail. State
the goal again, but avoid sounding repetitive. Include information
on ad format, targeting, strategy, optimization and measurement.

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Success story guidance

Share the results

Tell the audience about the solutions you offered your client. How
did you develop them? What was the process like? Give info on how
you tracked and calculated all the stats and numbers. Be specific
about your achievements while staying humble. Emphasize
collaboration.

Get a testimonial
Bring in a human element with an in-depth quote on how the
partnership and solution enabled the campaign success.

Use an enlightening image

Show how ads that click to message helped your client achieve
results. Illustrate the overall highlights with a graphic image that
looks great and shines a spotlight on the main takeaways.

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Success story guidance
If you don't have any success stories yet but want to showcase the
potential of Reels, you can use these anonymized statistics below.17

Story overview
A German loungewear brand wanted to increase online sales and raise
brand awareness on Facebook and Instagram. They partnered with a
creative agency to produce 16:9 video assets that showcased its autumn
loungewear collection in relatable, everyday scenarios, like walking the
dog or making a coffee. The videos were shot using lo-fi production
techniques, creating an authentic, hand-held impression. Dynamic
transitions that were synced to music helped to boost the Reels’
entertainment value. The campaign was targeted to a broad audience in
Germany, Austria and Switzerland. To measure the impact of creating
video ads specifically for Reels, they ran an A/B test comparing usual
video ad creative in the Reels placement to the new, optimized video ads
for Reels.

Results

1.8X more sales when using assets following

Reels best practices, compared to usual
videos in the Reels placement

44% lower cost per sale when using assets

following Reels best practices, compared
to usual videos in the Reels placement

17
All statistical data points referenced herein are derived from anonymized Meta case studies. 23
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Success story guidance
If you don't have any success stories yet but want to showcase the
potential of Reels, you can use these anonymized statistics below.17

Story overview
An Indonesian incubator supporting aspiring entrepreneurs collaborated
with a grocery chain to explore the effectiveness of utilizing online
personalities and Reels ads in recruiting resellers. Teaming up with a Meta
Business Partner, they enlisted content creators known for promoting a
healthy lifestyle to develop partnership ads on Instagram and Facebook.
These ads showcased the creators engaging with the grocery store’s
products. A multi-cell conversion lift test was conducted to test the
impact of this approach, revealing notable improvements.

Results

99% lower cost per incremental lead with

partnership ads, compared to usual Reels ads

31% lower cost per 1,000 impressions with

partnership ads, compared to usual Reels ads

58% lower cost per click with partnership ads,

compared to usual Reels ads

17
All statistical data points referenced herein are derived from anonymized Meta case studies. 24
27
Meta Reels Resources
for Small Business

Reels 101 Case Studies

Meta’s Creative Center US haircare brand, Prose,

used ads with Reels ad
Reel Talk Creative creative to drive 23%
Playbook for Small lower cost per action.
Businesses
German loungewear brand,
Reel Talk Mini Manual for Juvia, used ads with Reels
Small Businesses creative to drive 1.8x more
sales.
Facebook Reels Help
Center Indian dental alignment
company, Toothsi, used
Instagram Reels Help creators to make Reels
Center creative that drove 36%
lower cost per lead.
How to add music using
Ads Manager Blog: Everything you need
to create great Reels
Create an A/B test in Ads
Manager Blog: Businesses share
tips on how Reels are
Everything You Need to helping them sell
Create Great Reels
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recommendation solely to help inform ad campaign strategies; not intended as a warranty or guarantee of results
to be achieved. Marketing outcomes depend on a variety of factors and will vary.