It’s no surprise, after launching a TikTok copycat, Instagram is now using it for advertising. Reels are short music clips with a remix option that lasts for 30-second. Instagram beta-tested Reels in Brazil and officially launched it in India as of July 2020. Packed with audio features and a music library, these short clips were very well accepted by the Instagram community.
Instagram enabled testing Reels Ads last April 2021. This is to allow Reels’ creators to monetize their content. The initial test covers Australia, Brazil, Germany, and India. As of 28 May 2021, Instagram is expanding Reels Ads to 4 more nations. These are Canada, France, the United Kingdom, and the United States.
Like Facebook’s Stories Ads, Reels Ads are vertical video clips in full screen. They appear when playing individual Reels and users can skip or view them. They can also comment, like, save, or share these ads. Some popular brands participating with the Reels Ads testing are Knix Wear, Louis Vuitton, Nespresso, Netflix, and Swiggy.
Implications for Marketers:
The expansion of Instagram Reels Ads is a clear move that the platform is pushing such a feature to eCommerce success. Short-form videos are booming as an engaging way to influence the user’s buying decision. Reels Ads are a perfect option for marketers to share the stories of brands, products, and services.