✳ PLAYBOOK · PROMOTE · INSTAGRAM REELS
Brand promo short on Instagram Reels
Communicate a brand offer / product launch / partnership clearly enough that the viewer knows what to do next.
What to produce
- Vertical promo short - 9:16, 30s
- Vertical story version - 9:16, 15s
- Offer / benefit carousel - 1:1
Recommended inputs
- Brand assets
- Product photos
- Founder talking head
- Demo footage
Platform-specific guidance
- Hook
- Lead with motion; Reels favours strong visual hooks.
- Aspect
- 9:16
- Duration
- 30s
- Captions
- Burned-in recommended
- Reframe 16:9 to 9:16
- Yes
- Safe-zone overlay
- Apply before upload
- Caption guidance
- Burned-in lower-thirds; Reels tolerates heavy captions.
Workflow
- Pick the offer: One offer per clip. Multiple offers = no clip.
- Hook + body + CTA: 3-second hook, 20-second proof, 5-second CTA. (Hook design)
- Reframe + safe-zone: Subject on-screen, CTA inside safe-zone. (Safe-zone overlay)
- Caption or voiceover: Pick one, not both. (Burn-in)
- Export per platform: Use the platform's SAFE_DEFAULT preset. (Export preset)
- Reframe for Instagram Reels: 16:9 to 9:16 reframe; subject tracking. (Reframe)
Pitfalls to avoid
- Burying the offer in the middle of the clip
- Multiple CTAs in one clip
- Logo-first opening
Tools and presets
Frequently asked
How do I make a brand promo short for Instagram Reels?
Pick the offer; Hook + body + CTA; Reframe + safe-zone; Caption or voiceover; Export per platform.
What aspect ratio should I use on Instagram Reels?
Use 9:16 (Instagram Reels's safe native ratio).
Do I need burned-in captions on Instagram Reels?
Yes - Instagram Reels feeds are predominantly muted, so burned-in captions are essential.
Which export preset should I pick?
Instagram Reels's SAFE_DEFAULT preset is documented at /tools/export/instagram-reels/reel.
Sources
Hootsuite social content playbook (verified 2026-09-18) - HubSpot content types overview (verified 2026-09-18)