Instagram users around the world will now see ads appear while watching Reels. The advertising feature was first launched in India, Brazil, Germany and Australia earlier this year, and shortly after in Canada, France, the UK and US.

Commenting on the development, Instagram’s Chief Operating Officer, Justin Osofsky said: “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,”

Also explaining how Ads will appear, Instagram explains: “Reels ads will be full screen and vertical, similar to ads in Stories, and will appear in between individual Reels. As with regular Reels content, these ads will loop and can be up to 30 seconds. People can comment, like, view, save and share Reels ads.

Reels ads will appear in the most popular places to access Reels content. This includes the Reels tab, Reels in Stories, Reels in Explore and Reels in your feed. Once a user taps into a reel from Stories, Feed, the Reels Tab or Explore, they will enter a viewer that exclusively shows reels that scroll vertically.”

Instagram Reels ads

For those unfamiliar, Instagram Reels are short videos, up to 30 seconds long, which users can film and edit directly through the app. Users can also leave comments, like and share Reels. While the success of being able to target viewers of Reels with ads remains to be seen, it’s certainly another area for social media marketers to consider for their strategy.

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