Facebook has launched ads on Instagram Reels, its answer to TikTok, as the social network looks to offer brands more ways to reach its users.
Launched last year, Instagram Reels lets creators to upload short-form videos which are then presented to viewers via an algorithmically-driven feed based on tailored preferences.
Instagram initially tested ads against Reels in India, Brazil, Germany and Australia in April with brands such as BMW, Louis Vuitton, Netflix and Uber.
Ads on Reels will loop and can be up to 30 seconds, and will be shown between individual videos.
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.”
TikTok has deployed ads, but they are less common than those seen on a regular Instagram feed. While on Instagram, a user can expect to see one ad for every handful of posts they scroll past on their feed, TikTok adverts are far less frequent.
Mary Keane-Dawson, CEO of global influencer marketing agency TAKUMI, commented on the move.
“The global expansion of ads in Instagram Reels is the latest sign of the Facebook-owned app’s commitment to becoming a one-stop-shop for any marketers’ needs”, said Keane-Dawson. “ In its early days, Instagram sought to strike a balance between developing with consumers…