Reels on Facebook: what impact will they have on your Meta Ads campaigns?

Meta is taking another strategic step in transforming its advertising ecosystem: all Facebook videos are becoming Reels. This structural change redefines how brands approach video on Meta and requires a rapid evolution of Meta Ads Reels campaigns. Between the unification of the vertical format and new tools powered by generative AI, here’s what advertisers need to anticipate.

Until now, Facebook users could choose between posting a traditional video or a Reel. This choice is being removed: all videos will be automatically converted to Reels, regardless of their original format (vertical, horizontal, long or short). The ‘Video’ tab is becoming ‘Reels’, confirming this change.

This decision is not an isolated one. Instagram had already made the same transition in 2022. Meta is continuing to unify its user experience, with the aim of simplifying Reels Meta Ads campaigns for advertisers, while aligning with mobile and vertical uses.

What are the creative challenges for your Reels Meta Ads campaigns?

This shift towards a single format requires brands to revamp their video content:

• Vertical orientation is mandatory: 9:16 becomes the standard. Videos must be immersive, designed for full-screen mobile playback.
• Optimised visual hierarchy: the headline must grab attention within the first few seconds.
• Adaptation without sound: as on TikTok, most Reels are viewed without audio, making subtitles or text elements essential.

Producing content specifically designed for Reels is becoming an essential performance driver. Meta Ads campaigns will need to align with these creative codes to maximise their visibility and impact.

Generative AI and Advantage+: an accelerator for your Reels adverts

On the sidelines of the 2025 Cannes Lions Festival, Meta unveiled a series of video-centric advertising innovations, all powered by generative AI. The goal: to make it easier to create dynamic assets for your Reels campaigns.

Dynamic videos from images

A new module allows you to transform multiple static visuals into animated videos with transitions, text, and music. This is a key feature for advertisers with limited motion resources who want to scale their content.

Video Highlights: AI at the service of highlights

Advantage+ on Meta for Business identifies the best moments in a video to highlight the most engaging sequences. This improves viewing rates for longer formats and boosts advertising recall.

New features to boost engagement in your campaigns

Beyond creation, Meta is enhancing the interaction and personalisation tools in its advertising formats:

• Customisable CTA stickers: can be integrated into Reels and Stories to encourage action in a more fluid way.
• Virtual fitting via AI avatars: to visualise garments on different body types.
• AI chatbots: integrated into advertisements on Messenger, WhatsApp, Instagram Stories, or Facebook Reels, with voice or text response (“Tap to talk”).

These innovations aim to create a shorter, more immersive purchasing journey that is better suited to the habits of younger audiences.

Meta Ads campaigns: how to prepare for this new dynamic?

Behind the apparent standardisation lies a strategic rationale: Meta wants to make advertisers’ work easier while imposing more engaging creative standards.

In practical terms, brands must:

• Rethinking their video assets so that they are natively adapted to the Reels format.
• Integrate generative AI into their creative production process, particularly through the Advantage+ Branding and Personalisation modules.
• Test new advertising formats to remain competitive in highly engaging environments such as Stories and Reels.

All of these changes are shaping a new advertising grammar where creativity, verticality and automation are the keys to performance.

Would you like assistance in improving your Reels campaigns on Meta Ads? Please do not hesitate to contact our Social Ads agency.

About Ad's up

Charlotte
Chargée de communication