Instagram Reels are getting ads.

The company announced it’s launching ads in its short-form video platform, Reels to businesses and advertisers worldwide. The ads can be up to 30 seconds in length, like Reels themselves, and will be vertical in format, similar to ads found in Instagram Stories. Also like Reels, the new ads will loop, and people will be able to like, comment on, and save them, the same as other Reels videos.

Instagram previously tested Reels ads in select markets earlier this year, including India, Brazil, Germany and Australia, then expanded those tests to Canada, France, the U.K. and the U.S. more recently. Early adopters of the new format included brands like BMW, Nestlé (Nespresso), Louis Vuitton, Netflix, Uber and others.

In a blog post, Instagram officials stated:

“After testing in select countries, we’re launching Reels ads to the world. Reels is the best place on Instagram to reach people who don’t follow you and a growing global stage where brands and creators can be discovered by anyone. These ads will help businesses reach greater audiences, allowing people to discover inspiring new content from brands and creators.”

The ads will appear in most places users view Reels content, including on the Reels tab, Reels in Stories, Reels in Explore and Reels in your Instagram Feed, and will appear in between individual Reels posted by users. However, in order to be served a Reels ad, the user first needs to be in the immersive, full-screen Reels viewer.

Why this is important:

As Instagram continues to position their Reels feature as a worthy competitor to the TikTok juggernaut, they are likely high invested in this placement becoming a success. It is also helpful for brands across all verticals to have yet another option for running content and reaching users.

This placement will roll out for all brands in the coming months and is probably best suited for more upper funnel KPIs like brand awareness and video views.

What action should brands take:

For optimal performance, creatives in this placement should be sized in a 9:16 ratio. At Acronym, we are still determining if existing creative that already runs in story placements is optimal as far as content, or if Reels sees more success in ads that feel more native and organic, as is the case with TikTok. Look for an update on that once we have it.

In the meantime, if you need assistance implementing ads on Instagram Reels, please contact us. We’re happy to help.

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