Instagram’s TikTok rival, Reels, rolls out ads worldwide

Instagram Reels have advertising. Reels, the company’s short-form video platform and TikTok competitor, is now open to companies and marketers globally.

The advertising will be up to 30 seconds long, vertical, and comparable to Instagram Stories ads. Like previous Reels videos, the new commercials will loop and allow viewers to like, comment, and save them.

Earlier this year, the business tested Reels advertising in India, Brazil, Germany, and Australia, before expanding the tests to Canada, France, the UK, and the US. BMW, Nestlé (Nespresso), Louis Vuitton, Netflix, Uber, and others have all adopted the new format.


Those adverts will display on the Reels tab, in Stories, Explore and in your Instagram Feed and will appear in between individual Reels submitted by users. To see a Reels commercial, the user must first be in the full-screen Reels viewer.

The business couldn’t say how often a person could receive a Reels ad because it depends on how they use Instagram. The company says it tracks user reactions to advertising and the general commerciality of Reels.

Instagram’s TikTok rival, Reels, rolls out ads worldwide

Reels ads, like Instagram’s other ad solutions, will be auction-based. But Instagram has so far refused to release any test-based performance figures. It also hasn’t released any creator tools or templates to help advertisers create Reels advertising. Because Reels advertisements are comparable to other vertical video ads found elsewhere, even on Instagram’s competitors, Instagram presumably expects marketers already have creative assets on hand or know how to develop them.

Not yet, but it seems like a logical next step as Instagram strives to combine its various services.

But, before doing so, Instagram should consider directly funding creative material, like Snap and YouTube have done. Instagram had contacted TikTok celebs directly.

Instagram Reels ads follow reports of TikTok ad prices rising. Now over $1.4 million, $1.8 million in Q4 and over $2 million for the holidays. With a small ad team and few advertisers investing extensively in video, TikTok has surpassed 100 million monthly active users in the US.

The combined monthly active users of Instagram, TikTok, and Reels is now over a billion. Instagram Stories, on the other hand, has 500 million users, demonstrating Instagram’s ability to drive traffic elsewhere. Reels’ current user count is unknown.

Instagram’s TikTok rival, Reels, rolls out ads worldwide

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