How to Add a Thumbnail to an Instagram Reel

A great Instagram Reel thumbnail is the difference between a view and a scroll-by. It's the first thing people see, whether on the Explore page, in their feed, or on your profile grid, and getting it right is one of the easiest ways to boost your content's performance. This guide will walk you through exactly how to add or change a Reel cover and share simple strategies for creating thumbnails that stop your followers in their tracks.

Why Your Reel Thumbnail (or Cover) Is So Important

In a sea of content, your thumbnail acts as a visual hook. It's not just a placeholder, it’s a powerful marketing tool that can dramatically impact your engagement and follower growth. Think of it as the cover of a book or the poster for a movie - it's an invitation that promises value and captures attention instantly. A well-designed thumbnail does a few things very effectively:

• It Increases Click-Through Rates: A clear, intriguing thumbnail makes people want to know more. If your cover image features bold text like "5 Viral Content Hooks" or a shocking "before and after" snapshot, users are far more likely to tap to watch. The goal is to create curiosity and communicate the Reel’s value in a split second.
• It Creates a Professional, Cohesive Profile Grid: When someone visits your Instagram profile, your Reels grid is one of the first things they see. A collection of random, blurry video frames looks messy and unprofessional. A grid filled with well-designed, consistent thumbnails communicates that you’re a serious creator or brand. It turns your profile into a polished portfolio, which helps build trust and encourages people to hit the "Follow" button.
• It Boosts Brand Recognition: Using your brand’s fonts, colors, and style in your Reel thumbnails reinforces brand identity. Over time, your followers will begin to recognize your content in their feed before they even see your username. This consistency is fundamental to building a memorable brand on social media.

How to Add a Thumbnail to a New Instagram Reel

Adding a cover to a new Reel is a straightforward process you complete just before publishing. You have two options: selecting a specific frame from your video or uploading a completely custom image from your phone. Here’s how to do both.

Step 1: Get to the Final Share Screen

First, go through the entire Reel creation process. Film or upload your video clips, add your audio, text, and effects, and then tap "Next." This will take you to the final share screen where you write your caption, add hashtags, and tag other accounts.

Step 2: Tap "Edit cover"

On the preview of your Reel at the top of the share screen, you’ll see an option that says “Edit cover.” It’s usually overlaid on the video itself. Tap this to open the cover selection menu. This is where you'll choose your stunning thumbnail.

Step 3: Choose Your Cover Image

Once you’re in the cover editor, you have two primary choices:

• Option A: Select a Frame from the Video. At the bottom of the screen, you'll see a filmstrip slider showing every frame of your Reel. You can drag your finger along this slider to find a moment in the video that works well as a static image. Look for a frame that is clear, engaging, and accurately represents the video's content. This is a quick and easy option, but it can sometimes be hard to find a perfectly crisp, non-blurry shot.
• Option B: Upload a Custom Cover Image (Recommended). To the right of the filmstrip slider, you'll normally see a button that says “Add from camera roll.” Tap this to open your phone's photo gallery and select a pre-designed image. Creating a custom cover gives you complete control - you can add text, use branded colors, and ensure the image is high resolution. This is what most professional creators and brands do.

Step 4: Adjust the Profile Grid Crop

Whether you chose a video frame or a custom image, you’ll be prompted to adjust how it appears on your profile grid. At the top of the "Edit cover" screen, tap on "Profile grid." You can then drag the image around within a square container to select the perfect crop.

This is a really important step! Your Reel appears as a 9:16 vertical on the Reels tab, but it gets cropped into a 1:1 square on your main profile feed. Make sure the most critical part of your thumbnail - like the main text or the key visual element - is centered within that square crop. Messing this up is a common mistake that can leave titles cut off and your profile grid looking messy.

Step 5: Hit "Done" and Share

Once you’re happy with both the full-size cover and the profile grid crop, tap "Done" in the top right corner. You'll be brought back to the share screen, where you can finish writing your caption and post your Reel. That’s it! Your beautiful new thumbnail is now live.

Good News: You CAN Change the Thumbnail on an Existing Reel

For a long time, if you published a Reel with a bad thumbnail, you were stuck with it. Thankfully, Instagram has updated this, and you can now easily go back and edit the cover on a Reel that is already live. This is fantastic for cleaning up your profile grid or updating old content.

Here’s the simple process:

1. Go to the Reel you want to update on your profile.
2. Tap the three dots (...) at the bottom-right corner of the screen to open the options menu.
3. Select "Edit" from the menu that appears.
4. On the edit screen, you'll see a preview of your video. Tap on the word “Cover” located on the top left of the video preview.
5. This will open the exact same "Edit cover" screen you use for a new Reel!
6. From here, you can select a new frame from the video or tap “Add from camera roll” to upload a new custom design.
7. Don’t forget to check the "Profile grid" tab to make sure your 1:1 crop looks right.
8. When you’re finished, tap "Done" twice to save your changes and return to your profile. Your Reel will now display the new thumbnail everywhere.

Best Practices for Creating Reel Thumbnails People Will Click On

Knowing how to add a thumbnail is only half the battle. Knowing what makes a great thumbnail is what will drive your results. Here are some simple, actionable tips to make your covers more effective.

1. Use High-Quality, Glare-Free Images

Your thumbnail needs to be sharp and clear. A blurry, low-resolution image looks amateurish and suggests the video content will be low-quality as well. Whether you’re pulling a frame from the video or uploading a custom design, make sure it’s crisp. Also, be careful not to create a design that is too visually overloaded - simplicity often cuts through the noise much better than chaos.

2. Add Bold, Readable Text Overlays

Your thumbnail should instantly tell people what your Reel is about or why they should watch it. Adding a short, punchy title like "My 3 Favorite Canva Hacks" or "Taste Test NYC’s Best Burger" does this perfectly. Use a font that is bold and easy to read even on a small phone screen. Stick to a few powerful words to create a strong hook.

3. Be Consistent with a Brand Style

Decide on a consistent set of brand colors, fonts, or thumbnail style and use them for all your Reels. Maybe all your thumbnails have a specific color filter, a bold font, or a consistent layout. This branding makes your content recognizable and helps create a beautiful, "patterned" look on your profile grid that shows intentionality with what you create.

4. Design for the Square Profile Grid Crop

Always keep the 1:1 grid crop in mind. Before uploading a custom thumbnail, visualize where that square will be. Place your main heading and most important visual elements directly in the center so nothing important gets cut off when someone visits your main profile. This simple step separates the pros from the amateurs.

5. Create an Element of Curiosity or Emotion

Great thumbnails make people feel something. Use an image of an expressive face (astonishment, laughter, surprise) to create an emotional connection. Or, craft a headline that piques curiosity, like "The Instagram Hack I Wish I Knew Sooner" or "You Won’t Believe What Happened Next." Give users a reason to stop scrolling and find out more.

Final Thoughts

Mastering the art of the Reel thumbnail is a small detail that pays huge dividends. It transforms your profile grid from a random assortment of clips into a structured, professional-looking portfolio, turning casual visitors into dedicated followers. Taking a few extra minutes to select or design the right cover is one of the most impactful habits you can build for long-term Instagram growth.

Getting your content strategy organized, including details like custom thumbnails for every post, is what elevates your social media presence. At Postbase, we designed our visual content calendar specifically to solve this problem. After scheduling your Reels, you can see how everything, including thumbnails, looks together in a single place. This makes it so much easier to plan a cohesive, beautiful grid ahead of time without jumping between a design app and your calendar to keep it all straight.