O Instagram is bringing more advertising into your app. The social network of photos and videos said in a recent statement that it will allow the advertisement of Reels, the short video tool created last year to compete against the TikTok.
Full-screen ads will be tested initially in a few specific markets: India, Germany, Australia and Brazil. The trend is for more countries to receive the update in the coming months.
Instagram’s strategy is simple and similar to that adopted to include advertising in Stories. Ads can run for up to 30 seconds. Users will be able to interact with the content, either by pressing any button to buy something or accessing another page or just “skipping” this Reels to view the next one.
The choice of Brazil as a test market for the new tool is no accident. Instagram is perhaps the most beloved social network of Brazilians at this moment. A recent survey carried out by EXAME, even, placed the platform at the top of the list, surpassing even WhatsApp, the main messaging service used in the country.
In addition to running advertisements on Reels, Instagram is also experimenting with a new type of format for advertising in Stories. Called Sticker Ads, the tool allows users to place “stickers” on their photos and videos in Stories. These stickers are clickable and can take the user to a website or online store outside the social network.
According to the company, this is the first time that the company has adopted an alternative way of running advertising on Stories. The feature is now available to a select group of social network users, including advertisers and content creators.