Instagram is continuing its trials by rolling out ads on its Reels format in France.
Instagram Reels are a short video format, greatly inspired by TikTok. The videos are often accompanied by music. The videos are available on the Explore tab, or in the dedicated section on the profile.
This is not the first time that Instagram has taken inspiration from another platform to create a new format. The social network had already based its Stories on the Snapchat model in the past.
This specific format was launched a year ago, unlike Stories, it lasts for more than 24 hours.
We'll give you more details in this article.
Instagram begins testing in France
The ads included in the Instagram Reels format have been undergoing tests in some countries such as Germany, Brazil and Australia. The functionality is now available in other countries too, including France, the UK and the USA.
Unlike the Stories format, these ads may run for up to 30 seconds. They appear between two Reels with the advertiser's name.
Like Reels, this type of content can be saved and shared by users. Users can also interact with the ads by liking or leaving a comment. In terms of the format, Instagram recommends full-screen vertical videos. It's also a good idea to add music to stay in line with the style of organic Reels.
The new Facebook advertising strategy
This new strategy comes directly from the desire of Facebook (that owns Instagram) to attract advertisers to the platform. We don't yet know what proportion of ads will appear on Reels. As an example, one piece of content in four is an ad in Instagram Stories.
This rollout is also part of the social network's desire to compete with TikTok. Recent estimates suggest a rise in the cost of advertising on the platform. In addition, new opportunities are being rolled out for advertisers.
These changes are heading in the same direction: social media companies are seeking to exert their pulling power over advertisers. We're going to follow the evolution of this new advertising format very closely.