Meta is expanding its Ads on Reels pilot to a wider group of marketers on Instagram.
The initiative was previously exclusive to Facebook before rolling out to some marketers on Instagram in May.
Now, Instagram Ads on Reels is expanding even further so that more advertisers can test the product on the social media platform.
How it works: Image ads are shown to Instagram users directly within the Reel content, so there is no interruption for the person watching the Reels. These ads are specifically designed to blend seamlessly with Reel content, so the user experience is not compromised.
Why we care: Too many ads on Instagram could be problematic for both users and advertisers; users might get irritated by constant interruptions, which leads to less engagement for advertisers. However, since Ads on Reels is built to not intrude on the user experience, it could prove to be a great solution for marketers to reach a significant segment of Instagram’s 2 billion active users.
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why now Since its launch, Ads on Reels has seen rapid growth, with people re-sharing them more than 2 billion times a day, a number that has doubled in the past six months. After the pilot’s success so far, Instagram is opening the trial to encourage more advertisers to test the product before deciding whether to bring Ad Reels to other locations and support additional languages.
What did Meta say? Nicola Mendelsohn, head of Meta’s global business group, said in a statement:
“Video is a huge part of how people interact on our platforms – in fact, people spend more than half of their time on Facebook and Instagram watching video. To help businesses reach new customers and drive performance that matters, we’re expanding ads in reels.” This is to help advertisers on Instagram looking to reach customers through creator content they love. Ads on Instagram Reels offer the opportunity to expand your reach to new audiences by using image ads directly on Reels content, without interrupting the person watching the Reel.”
Other useful features for sellers: As Instagram prepares to roll out its reel ad scheme to more advertisers, marketers can also make use of the social media platform’s additional tools, including:
Application promotion ads – This feature, which has been implemented on Facebook and Instagram Reels, helps marketers reach larger audiences as they expand their user base.
Music optimization – Meta released free, high-quality songs from its Sound Collection library that can be used in Facebook and Instagram Reels and Carousel Ads.
Inventory filter – Meta recently began testing this new tool as well as its third-party verification solution on Facebook and Instagram with select marketers.
Deeper Dive: Read Meta’s full ad here.
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