Instagram reels receive ads. The company today announced the launch of ads on its short form video platform and rival TikTok, Reels, to businesses and advertisers around the world. The ads will be up to 30 seconds long, like the reels themselves, and will have a vertical format, similar to the ads found in Instagram stories. Much like Reels, new commercials will loop and people will be able to like, comment on, and save them, just like other Reels videos.
The company had already tested the Reels ads in select markets earlier this year, including India, Brazil, Germany and Australia, then extended those tests to Canada, France, the UK and the United Kingdom. United States more recently. Among the early adopters of the new format are brands such as BMW, Nestlé (Nespresso), Louis Vuitton, Netflix, Uber and others.
Instagram tells us that ads will appear in most places where users view reel content, including on the Reels tab, reels in stories, reels in Explorer, and reels in your Instagram feed, and will appear between individual reels. published by users. However, for a Reels ad to play, the user must first be in Reels’ full screen immersive viewer.
The company couldn’t say how often a user might see a Reels ad, noting that the number of ads a viewer can see will vary depending on how they use Instagram. But the company is monitoring user sentiment regarding the ads themselves and Reels’ overall marketability, she says.
Like other Instagram ad products, Reels ads will launch with an auction-based model. But so far Instagram refuses to share any sort of performance metrics on how these ads work, based on testing. It also doesn’t offer advertisers any tools or designer templates that could help them get started with Reels Ads. Instead, Instagram is likely assuming that advertisers already have creative resources or know how to create them, due to the similarities of Reels ads to other vertical video ads found elsewhere, including on Instagram’s competitors.
While vertical video has already shown the potential to bring consumers to e-shopping sites, Instagram has yet to take advantage of Reels ads to drive users to its built-in Instagram stores, although this appears to be a way out. next natural step as he tries to tie the different parts of his application together.
But maybe before that step, Instagram needs to make Reels a more engaging destination – something other TikTok rivals, which now include Snap and YouTube – have done by funding creator content directly. Instagram, meanwhile, had made offers to directly select TikTok stars.
The launch of Instagram Reels ads follows TikTok’s ad price hike announcement. Bloomberg reported this month that TikTok is now asking more than $ 1.4 million for a U.S. homepage takeover announcement, starting in the third quarter, which will rise to $ 1.8 million. in the fourth quarter and over $ 2 million on vacation. While the company continues to build its ad team and advertisers have yet to allocate a large chunk of their video budget to the app, it tends to keep pace with growing user numbers – and TikTok now counts. over 100 million monthly active users in the United States.
The two apps, Instagram and TikTok, now have over a billion monthly active users globally, although Reels is only part of the larger Instagram platform. For comparison, Instagram Stories is used by some 500 million users, demonstrating Instagram’s ability to drive traffic to different areas of its app. Instagram has declined to share Reels’ user count to date.