Late last year, Instagram was paying media companies to post Reels. But a lot can change in a year as the Meta-owned platform has recently announced that it is expanding and enhancing ads on Reels. It seems what was once a controversial answer to TikTok’s popularity has gained enough steam to be a viable ad solution and drive performance.
At the Cannes Lions International Festival of Creativity this month, Meta announced an expansion of ads on Reels, “evolving our payout model based on the performance of creators’ public Reels, not the earnings of ads on their reels,” according to a Meta blog post. (This comes after Meta stopped offering Reels bonuses to creators on Facebook and Instagram.) The social media mammoth is also bringing app promotion ads, formerly known as app install ads, to Facebook and Instagram Reels as well as testing music optimization in Facebook Reels.
“Reels has been a juggernaut for us,” said Alvin Bowles, vp of global business group for the Americas (U.S. & LATAM) at Meta. “While organically, individuals are leveraging it, we’re actually really focusing now on the monetization aspect of this.”
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