Meta is introducing a new advertising option within Reels, its fastest-growing content format, by making Reels overlay ads available to select advertisers.

As demonstrated in these examples, Reels overlay ads will feature a prominent call-to-action (CTA) prompt and can be designed as either single image or carousel promotions.

Meta initially showcased this ad format at NewFronts back in May. According to Meta:

“Facebook overlay and post-loop ads on Reels can appear as banners on Reels videos or as video ads between Reels.”

This means you can either have the ad expand during the second playthrough of a Reel or display it between clips as direct promotions.

This could be an effective way to leverage the popularity of Reels, allowing brands to reach a captive audience with engaging promotions that capture attention in-stream. With Reels now generating a staggering 200 billion views per day across Facebook and Instagram, it’s crucial to understand where user attention is shifting on Facebook and how to frame your offers accordingly.

Notably, most of Facebook’s recent usage growth is attributed to increased engagement with Reels. Meta’s algorithmically curated stream of Reels clips is keeping users engaged for longer periods, making the platform feel more like an entertainment hub than a traditional social network.

This shift could prompt a reevaluation of your Facebook marketing strategy. 

The new Reels overlay ads are gradually being rolled out to more advertisers, so if you haven’t received access yet, it’s on the way. You can publish ads on Reels at the Ad Set level in Meta Ads Manager by selecting Reels placements (or Advantage+).