Instagram is expanding its Reels ads, with the new format being available in all areas from today.
According to Instagram:
“After testing in selected countries, today we present Reels ads to the world. Reels is the best place on Instagram to reach people who are not following you and a growing global stage where names and creators can be discovered by anyone. Ads will help businesses reach a wider audience, allowing users to discover inspiring new content from brands and creators. “
I mean, the “best place” to discover is probably a PR piece, but the bottom line is that it’s another platform through which you can reach your audience with your Instagram promotions, which could offer significant potential. as Instagram continues to push Cylinders in order to make it a bigger element in the app.
As you can see in the example above, the wheel ads will be displayed in full screen and will be displayed between individual reels,
“As with normal reel content, these ads will come out and last up to 30 seconds. Users can comment on, like, view, save and share Reels ads.
It is difficult to say how effective the form will be, as it depends heavily on the creative and how attractive the content of your ad is. TikTok ads, for example, perform better when they look and feel organic, so users don’t just scan in the past as soon as they appear.
But surely, making small video revenue is difficult. Vine has found it difficult, while no other platform has been able to effectively merge ads into small video streams, as users can easily skip the promotional posts and have no choice but to insert them during the stream or before the video.
Instagram hopes that this format, at least, will bring positive results for its advertising partners.
Instagram first released Reels ads in India, Brazil, Germany and Australia in April, before expanding to brands in Canada, France, the United Kingdom and the United States late last month. The expansion is part of Reels’ broader revenue drive to create a more sustainable Reels ecosystem, which will ideally ensure that Reels creators can be paid for their efforts.
But the actual value of the form will take some time and test to determine.
Instagram has not released official numbers on the use of the rollers, but Instagram chief Adam Mosseri noted that the choice is growing “both in terms of the number of people sharing and the number of people consuming”. Instagram also said that Reels has seen a particular rush of use in India, where TikTok was banned last June (and Reels was released a few days later)
But it’s still a fair way behind TikTok, and with a recent report suggesting that users are now spending more time on TikTok than it is on either Facebook or Instagram, Facebook will undoubtedly remain focused on promoting Reels usage, as it seems to prevent its users from migrating and being absorbed by the endless vortex of TikTok’s highly customized video stream.
With this continued push, this could make the wheels a good advertising choice, but the individual results will vary and the form will likely evolve somewhat over time.