Instagram also doesn’t provide advertisers with any creative tools or templates to get started with Reels ads.
Instagram, owned by Facebook, is bringing ads to Reels, the company announced on Thursday.
According to Instagram, the ads on it will be up to 30 seconds long, like the Reels themselves, and will be vertical in orientation, similar to the ads on Instagram Stories. The ads will play on loop and people will be able to like, comment and save them, just like other Reels videos.
Early adopters of the new format include BMW, Nestle (Nespresso), Louis Vuitton, Netflix, Uber, and others.
According to Instagram, the ads will appear in the majority of places where users view Reels content, including the Reels tab, Reels in Stories, Reels in Explore, Reels in users’ Instagram Feeds, and in between individual Reels posted by users. However, according to the company, in order to be served a Reels ad, users must be in the immersive, full-screen Reels viewer.
In terms of the experience, Instagram has not stated how frequently a user will see Reels ads, but the company has stated that the number of ads a viewer will encounter will vary depending on how they use Instagram.
According to TechCrunch, Reels ads will debut with an auction-based model.
Instagram also does not provide advertisers with any creative tools or templates to help them get started with Reels ads. Because Reels ads are similar to other vertical video ads, Instagram is said to assume that advertisers already have creative assets on hand or know how to create them.