Facebook has introduced ads on Instagram Reels.
Launched last year, Instagram Reels effectively serves as the Facebook-owned social media app’s answer to TikTok. It allows 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.