Starting today, Instagram will launch ads in Reels, the platform’s short-form video competitor to TikTok.
The launch follows a test in April in select countries with brands including BMW, Nestle’s Nespresso, Louis Vuitton, Netflix, Uber and more. The addition of ads comes less than two years after the video feature was introduced in November 2019.
Instagram says the ads will be full screen and vertical, similar to how ads appear in Stories. The ads will appear in most places where users can view Reels, including the Reels Tab, Stories, Explore and the Instagram Feed. The looping ads can be up to 30 seconds long, the same time as a normal Reel, and will be inserted between Reels where users will be able to like, view, save and share them.
Tapping into a Reel brings the user to a viewer showing Reels scrolling vertically, with ads between them. Like other ads on Instagram, users can control what Reels ads they see and choose to skip an ad, hide it or report it.
“We see Reels as a great way for people to discover new content on Instagram, and so ads are a natural fit,” Justin Osofsky, Instagram’s chief operating officer, said in a statement. “Brands of all sizes can take advantage of this new creative format in an environment where people are already being entertained.”