After testing them in some regions over last month, Instagram is now moving towards expanding ad reels in more countries, because the potential of the option seems to be quickly upgraded.
As you can see here, much like TikTok ads, reel ads appear among other reel clips in your feed and include a “Sponsored” icon below the profile icon to indicate they are part of a paid promotion.
Instagram first launched Reels ads in India, Brazil, Germany and Australia late last month, and as reported AdWeek, now expands them to brands in Canada, France, the United Kingdom and the United States.
The move is part of continuing to encourage the creation of a more sustainable Reels ecosystem that will ensure creators get paid for their Reels effort and provide more value to Instagram in supporting and developing that option.
Instagram did not share official numbers on the use of reels, but Instagram boss Adam Mosseri noticed that is an option it grows “both in terms of how much people share and how much people consume”. Instagram also said Reels saw it specific momentum of use in India, where TikTok was banned last June (and Reels was launched just a few days later)
But it’s still a fair path behind Tiktok, and with a recent report suggesting users are now spending more time in Tiktok than they are on Facebook or Instagram, Facebook will no doubt remain focused on promoting the use of reels, as it seeks to prevent its users from migrating and infiltrating the constant vortex of TikTok’s highly customized video feeds.
This could help give Reels more momentum, and as it does so, it will further encourage more advertisers to also sign up and display their ads between Reels clips.
As such, this new extension makes sense, with Instagram basically catching up with TikTok and trying to make Reels more attentive in all respects.
Will this be a relevant option for your brand? Until we get the final usage statistics, it’s hard to say, but with the expansion of ad access, you’ll probably be able to expect Instagram to share some more insights in this field in the near future.