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Instagram is strongly pushing its reels ad in more regions worldwide with a new format that will enable you to reach people who don’t even follow you.
As per Instagram
“After testing in select countries, today we’re launching Reels ads to the world. Reels are the best place on Instagram to reach people who don’t follow you and a growing global stage where brands and creators can be discovered by anyone. These ads will help businesses reach greater audiences, allowing people to discover inspiring new content from brands and creators.”
Although calling it ‘the best place’ for discovery is probably stretching things a bit, the bottom line is that you can reach your audience through Instagram promotions, which can offer major benefits as Instagram continues to push Reels for greater application in the app.
The ads will be displayed full-screen in between individual reels; we will keep those ads in mind in the design.
How much benefit can you get from it?
As long as the creative is strong, and the ad content is engaging, it’s hard to say how effective this format will be. Users are less likely to simply swipe past TikTok ads when they feel natural, so they are less likely to swipe past them as soon as they appear.
However, short-form video monetization is difficult. It was only Vine that managed to implement this effectively since no other video-streaming platform has achieved this, which hasn’t been possible because users can skip over promotional posts, and there’s no option to insert them midstream or post-roll.
There is a good chance that, at least, Instagram is hoping its ad partners will benefit from this format.
Reels ads were launched by Instagram in April in India, Brazil, Germany, and Australia, before covering Canada, France, the U.K., and the US late last month. A larger monetization strategy for Reels is being implemented, to create a more sustainable Reels ecosystem, where Reels creators can be compensated for the output they create.
Testing and time will determine if the format is truly useful.
No official numbers have been released by Instagram, but Instagram Chief Adam Mosseri has said that users are “both sharing and consuming” Reels. Additionally, Instagram reports that Reels has been gaining popularity. India as well (TikTok was banned last June and Reels launched days later.)
Despite this, Reels still lags behind TikTok. Based on a recent report showing that people are now spending more time on TikTok than Facebook or Instagram, Facebook will probably focus on promoting Reels, in hopes of preventing migration of users away from Facebook, and into TikTok’s ever-expanding video stream.
Reels may become a better ad option with that ongoing push, but results will vary, and the format will likely evolve over time.