Meta has shared a new set of valuable tips for marketers aiming to maximize the performance of their Reels content on Facebook and Instagram. These insights stem from extensive research conducted by Toluna, which analyzed a wide array of brand-originated content on the platforms.

Drawing from this analysis, Meta has outlined five key strategies specifically for brand building and an additional six strategies tailored for direct response campaigns. Given that Reels are now driving virtually all engagement growth across both Facebook and Instagram, these expert recommendations are crucial for effective marketing planning and content strategy.

As Meta explains:

With over 50% of time spent on Instagram now dedicated to Reels, and overall video consumption on the platform up more than 30% since last year, Reels have revolutionized content consumption. They offer a unique blend of entertainment, education, and inspiration. As marketers, however, we must move beyond simply 'making a good ad' and instead focus on crafting experiences that truly resonate with our audiences.

Top 5 Reels Tips for Brand Advertisers

For brands focused on building their presence and awareness, Meta offers these five strategic tips:

  • State your case early – Showing both the brand and the main message within the first five seconds of a creative makes it 1.7 times more likely to rank in the top 20% for purchase intent.
  • Dynamic branding – Creatives that display the brand more than once, in different scenes or positions, are 1.8 times more likely to rank in the top 20% for purchase intent.
  • Leverage speech and music together – Using both speech and music in your creative increases the likelihood of ranking in the top 20% for brand interest by 2.0 times.
  • Say it out loud – Delivering the message through both audio and visual cues boosts the likelihood of ranking in the top 20% for brand interest by 1.8 times.
  • Slice of life – Featuring scenes of people engaging in everyday activities increases the likelihood of ranking in the top 20% for purchase intent by 1.5 times.

In essence, focusing on early branding, capturing attention with your core message, and incorporating relatable human elements in your content will significantly enhance brand response.

6 Reels Strategies for Direct Response Advertisers

For marketers focused on driving immediate actions and conversions, Meta provides these six essential tips:

  • Product is king – Showing the product more than once makes the creative 2.7 times more likely to rank in the top 20% for purchase intent.
  • Support your product with brand – Featuring the brand, but ensuring it doesn't exceed 25% of the creative's duration, increases the likelihood of ranking in the top 20% for purchase intent by an impressive 4.8 times.
  • Tell your story – Adding additional context, such as unique selling propositions (USPs) or key features, to support the main message increases the likelihood of ranking in the top 20% for purchase intent by 5.3 times.
  • Use a CTA – Including a clear call to action (CTA) visually and/or through audio increases the likelihood of ranking in the top 20% for purchase intent by 1.9 times.
  • Leverage speech and music together – Similar to brand creatives, using both speech and music in direct response creatives increases the likelihood of ranking in the top 20% for purchase intent by 2.1 times.
  • Experiment with native elements – Utilizing emojis as a native element makes creatives 2.5 times more likely to rank in the top 20% for purchase intent.

Meta also included an additional tip not explicitly listed in the overviews, emphasizing the power of an effective opening:

  • Adopting creatives with a hook increases performance – Using both visual elements and sound to deliver your hook can boost purchase intent, increasing the likelihood of ranking in the top 20% for purchase intent by 1.5 times.

These valuable Reels insights are particularly important as short-form video continues to dominate user experience on Meta's platforms. Marketers should integrate these recommendations into their 2026 content strategies, especially with the growing accessibility of AI-generated video options. There's never been a better time to align content creation with evolving user behaviors on Reels.

These notes are certainly worth saving for future reference and strategic planning.