A practical checklist for vertical video ads on Reels and TikTok

Published 15 October 2026

A simple checklist for small businesses making 9:16 video ads, including Meta's safe zone guidance.

Most small brands lose results on the details: text hidden under buttons, slow openings, no captions. This checklist covers the basics.

1. Shoot or generate for 9:16

Instagram Reels ads are vertical 9:16, commonly 1080 by 1920 pixels. Make vertical first rather than cropping a landscape video.

2. Respect the safe zone

Meta's Reels ad specs advise leaving about 14 per cent at the top, 35 per cent at the bottom and 6 per cent on each side free of text, logos and key elements, because the app's buttons and captions cover those areas (summarised by Anglr's safe zone checker, which quotes Meta's Ads Guide). Check Meta's current Ads Guide before you finalise.

3. Earn the first second

Open with the product, the problem or a surprising visual, not your logo. Test several openings on the same body. This is why we make five hooks per concept.

4. Caption everything

Many people watch with sound off. Burn in captions and keep them inside the safe zone.

5. One idea per ad

One product, one benefit, one call to action. Save the full range for your website.

6. Make honest claims

Only say what you can prove, and never use AI people as fake reviewers. See our guide to the Australian Consumer Law.

7. Refresh often

Plan new creative regularly instead of running one ad until it tires. A small batch every month is easier than a big shoot once a year.