Announcing new Instagram ads surfaces and tools to help businesses reach more customers

clock imageOctober 4, 2022

People come to Instagram to get closer to their passions. 90% of users follow at least one business, so when they come to Instagram, they’re already in the mindset to be inspired by brands1. Over the last month, we began introducing ads to new surfaces and creative tools to give brands an easier way to create, tell their story, and grow their business.

Music optimization for Reels ads

Short-form videos continue to captivate audiences, with more people watching, creating and sharing Reels than ever before. Because of this, Reels ads present a new opportunity for reaching new customers. We are rolling out free, high-quality songs from our Meta Sound Collection library that can be added to Carousel Ads on Reels. Businesses can manually select a song from our library or allow the app to automatically select the best music for an ad based on its content.

Ads in Explore home and profile feed

We’re introducing more places for people to discover brands and products in Explore and profile. Explore home, the grid that people see when they first arrive on the Explore tab, will now feature ads to reach people in the earliest stages of discovering new content they care about.

We are also beginning to test ads in profile feed for non-teen, public profiles, which is the feed experience that people can scroll through after visiting another account’s profile and tapping on a post. Ads in profile feed give advertisers the opportunity to expand their reach easily using existing feed assets, while giving people the same personalized ad experience they enjoy in their main Instagram feed. As a part of this test, we will experiment with a monetization opportunity that will allow eligible creators to earn extra income from ads displayed in their profile feeds, beginning with select U.S. creators.

Instagram ads in profile

AI-powered multi-advertiser ads

Multi-advertiser ads allow businesses to be discovered by people who are in a shopping mindset and have recently engaged with relevant business content in feed. When a person expresses commercial intent by engaging with an ad, we deliver more ads from other businesses that may be of interest, powered by machine learning. Through a large-scale back end study, we observed that adding multi-advertiser ads to ad campaigns drove improved efficiency in incremental conversions per dollar spent2.

AR Ads

Lastly, we recently launched an open beta of AR Ads, available both in feed and Stories, offering an immersive augmented reality ad experience. Through the AR experience, powered by Spark AR, brands can encourage people to interact with the effect through their surroundings.

Instagram AR Ads