After a successful test in select countries, today we’re launching Reels ads to the world. Reels is the best place on Instagram to reach people who don’t follow you and a growing global stage where brands and creators can be discovered by anyone.

These ads will help businesses reach greater audiences, allowing people to discover inspiring new content from brands and creators.

Reels ads will be full screen and vertical, similar to ads in Stories, and will appear in between individual Reels. As with regular Reels content, these ads will loop and can be up to 30 seconds. People can comment, like, view, save and share Reels ads.

Reels ads will appear in the most popular places to access Reels content. This includes the Reels tab, Reels in Explore and Reels in your feed. Once a user taps into a reel from the Reels Tab, Explore or feed they will enter a viewer that exclusively shows reels that scroll vertically. (Update on July 15, 2021 at 5:30PM PT: We’ve updated this paragraph to clarify where Reels appear on Instagram.)

Just like any other ad on Instagram, we will also provide people with controls on the Reels ads they see. If people see an ad they don't like, they can skip the ad, or tap the menu on the post to hide or report it.

For more information on how to create a Reels ad, visit the Instagram Help Center.