Less than 12 months after launching its short-form vertical video format, Instagram is bringing ads to Reels.
In an announcement, Instagram revealed it would be testing ads on Reels in Brazil, Germany, and right here in Australia.
The ads will be mobile-first, vertical and full-screen, similar to ads in Stories. As with organic Reels content, ads can be up to 30 seconds and people can comment, like, view, save, share and skip Reels ads.
The ads will be inserted in between Reels and will be surfaced in most places people can view Reels content.
Alongside ads in Reels, Facebook also announced new advertising options for Facebook In-Stream video. Advertisers will now be able to place ads by video topics, using machine learning.
Facebook Australia’s managing director Will Easton said the new solutions would help brands better connect with customers.
“For years we’ve shared how popular Facebook and Instagram video are for connecting with brands, but today’s new insights demonstrate the ongoing growth of that engagement,” he said.
“Every day brands are finding innovative ways to connect with audiences using our video tools, and that includes new formats like Instagram Reels. Australians are embracing the short-form video format, so it’s fitting that we’re one of a handful of countries to begin testing ads across the Reels platform today.”
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