Get ready to start seeing adverts on Instagram Reels

Instagram is set to introduce advertising to its ‘Reels’ feature.

Launched in 2020 as a way to compete with TikTok, Reels are short, vertically-scrolling videos packed with engaging content.

But now, Instagram’s parent company Facebook says users will start seeing sponsored posts from a range of brands. There will also be promoted videos from suggested creators to follow.

‘We see Reels as a great way for people to discover new content on Instagram, and so ads are a natural fit,’ Instagram’s chief operating officer Justin Osofsky told Reuters.

‘Brands of all sizes can take advantage of this new creative format in an environment where people are already being entertained.’

The ads themselves will be much like organic Reels. They’ll be 30 seconds long and fit inside the feed of horizontal posts users see in their news feed.

A small label marking them as ‘sponsored’ will appear in the corner.

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