Facebook Inc. is launching ads worldwide on its TikTok clone Instagram Reels, the company said Thursday. The social media company, which aims to monetize its short-form video feature, began testing Instagram Reels ads in India, Brazil, Germany and Australia in April. The tests took place under brands such as BMW, Louis Vuitton, Netflix and Uber.
“We consider Reels to be an excellent way for people to discover new content on Instagram, so advertising is natural,” said Justin Osofsky, chief operating officer of Instagram. “Brands of all sizes can take advantage of this new creative format in an environment where people are already entertained.” The company said that Reels ads, which will run and can be up to 30 seconds long, will appear between individual roles.