Instagram’s short-video TikTok clone rolls out advertising globally.
If revenue generation marks a nascent feature’s graduation to maturity, then Instagram’s TikTok clone, Reels, has arrived, as the Facebook-owned platform just launched ads on the short-video feature globally.
The offering was designed to fit inside the context of the Reels and Instagram experience. Ads feature still images or videos set in vertical full screen — a format Instagram users are already familiar with, thanks to Stories ads — and play for up to 30 seconds, or half the maximum 60-second time limit of organic Reels videos posted by users.
The company seems confident brands will flock to Reels ads. After all, “Reels is 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,” it wrote on its business blog. “These ads will help businesses reach greater audiences, allowing people to discover inspiring new content from brands and creators.”
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