If you select the Facebook Reels or Instagram Reels placement when creating your ad, it may be automatically eligible for creative and format optimizations to help your ad perform better. Meta determines which optimizations to apply to the ad and also adjusts your ad to your audience preferences.Therefore, two people with different preferences may not see the same version of your ad.

Potential optimizations include, but are not limited to, applying automatic templates and improving video resolution. You can learn more information about these optimizations below.

We recommend clients use 9:16 vertical video in Instagram and Facebook Reels. We may automatically transform non-9:16 media by applying templates designed to fit full screen vertical screens. To improve your ad performance, Meta will determine which templates are most likely to work best for your ad and dynamically adjust to your audience preferences.

Advertisers can opt out of these automatic templates by uploading a 9:16 media or choosing a customizable Reels template via placement asset customization for their Reels ad.

Meta may automatically apply a basic set of enhancements to increase the quality of an image or video, which may include applying filters to sharpen the color temperature or increasing the video resolution.

Note that advertisers can not opt in or out of these basic enhancements.

Meta offers additional creative optimizations within Advantage+ creative, which is available in Ads Manager. Advertisers can choose to opt-in to these optimizations and we recommend they do so to help improve performance. Examples of the optimizations available in Advantage+ creative include:

Please note that the examples of creative optimizations detailed in this article are not exhaustive. We continue to invest in new optimizations to help improve your ad’s performance.