DUBAI: In August 2020, Instagram launched Reels, its short-form video offering similar to TikTok.
Earlier this year, it began testing out advertisements on Reels and now, less than a year after the launch of the new format, it will allow ads in between clips.
“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,” said Justin Osofsky, chief operating officer, Instagram.
The ads will be full-screen and vertical, similar to ads in Stories, and will appear in between individual Reels. These ads will loop, can be up to 30 seconds and are distinguished by a “sponsored” tag below the name of the account.
People can comment, like, view, save and share Reels ads. Users also have the option of skipping, hiding or reporting the ad.
“Taking advantage of new and innovative formats like Reels ads is a top priority for our clients, so we’re excited about this new opportunity for brands to reach potential customers,” added Amanda Grant, global head of social media, GroupM.
Brands already had a presence on Reels. At the end of last year, Instagram integrated shopping within Reels so businesses and creators could tag products in Reels, enabling users to discover products and shop from directly within Reels.
Now, with the launch of ads, brands with and without online stores can advertise on Reels.