Instagram opens Reels post-view ads to all advertisers
Instagram expanded post-view ads in Reels to all advertisers, according to Social Media Today. The placement inserts an autoplay ad after an eligible organic Reel ends, with a five-second countdown and a manual skip button. Instagram said the ads will only appear after organic Reels longer than 60 seconds. Meta previously reported that users share more than 4.5 billion Reels across Instagram and Facebook every day. The company also said Reels accounts for 50% of all time spent on Instagram.
THE BREAKDOWN
Longer Reels just became more valuable inventory for creators who can keep viewers through the end. Agents should ask brands whether their paid media will run adjacent to a creator's organic Reel and charge for that context when the creator's content is used as the lead-in. Brand managers should test post-view ads after creator-led Reels, then compare completion and click rates against standard in-feed placements. Contracts should restrict adjacency if a creator does not want certain categories placed directly after their content. Reels over 60 seconds may earn a pricing premium if they qualify for this ad unit and hold attention.
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