Following a test, Instagram is introducing ads to its quick video service and TikTok clone Reels on Thursday.
As per the announcement by the company, just like the Reels, the ads will be up to 30 seconds long, vertical in format, and will be interspersed with other clips. You will also be able to skip or interact with the advertisements by making comments, liking, saving, or sharing them.
According to Instagram, the ads will appear wherever you view Reels, including the Reels tab, Stories, Explore, and your feed. Nevertheless, to be served a Reels ad, the user must first be in the immersive, full-screen Reels viewer.
Earlier this year, the company tested Reels ads in a few markets, including India, Brazil, Germany, and Australia, before expanding those tests to Canada, France, the United Kingdom, and the United States.
We see Reels as a great way for people to discover new content on Instagram, and so ads are a natural fit
Brands of all sizes can take advantage of this new creative format in an environment where people are already being entertained.Instagram’s Chief Operating Officer, Justin Osofsky
Reels only debuted in August 2020. The new feature at that time allows you to record and edit 30-second multi-clip videos with audio and effects. After the immensely positive response, Instagram moved Reels from the Explore tab to their own dedicated section on the main screen in November as part of a redesign. Although, the company has still to share specifics on how well the new format has fared.
Instagram retains the significant advantages of having Facebook’s support and being able to tap into an already massive app. It began testing sticker ads in Stories on its main platform earlier this year, and it has previously dropped ads into Instagram’s Explore feed.
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