Instagram allowing Businesses to turn Reels into Ads

One of the biggest marketplaces.

words by: Sahar Khraibani
Aug 8, 2022

On July 19th, Instagram announced a brand new feature that makes use of the expanding world of Reels and allows users and businesses to boost their Reels and turn them into ads in order to reach new audiences.


According to their website, the company shared: “Today, we’re announcing that businesses can now boost their reels within the Instagram app to turn them into ads for the opportunity to reach new audiences and drive more engagement. Boosted Reels, summarized in the reel below, will appear in feed, Stories, the Reels tab and the explore page to help new customers find your brand.”


Of course there are some limitations to this new feature. Reels have an aspect ratio of 9:16 and must be less than 60 seconds in length. This means that the Reels have to be filmed vertically and be in a full-screen format.


Another rule is that Reels that use copyrighted music, interactive stickers, camera filters, or GIFs, are not eligible for the boosting feature just yet. That’s because they’re using third-party IP. Reels that are also posted to Facebook are not eligible for boosting as well.


The social media company further explains how Reels are boosted in their blog post: “You can boost your reels by finding the reel in your grid in profile and tapping Boost Post. After running your ad, remember to check your Insights to learn which ads brought in the most engagement. Keep boosting your reels to connect with your audience and attract potential new customers,” continuing on, they say, “Instagram Reels are a fun, entertaining way to tell your brand story and get discovered by new audiences. Reels is our fastest-growing format and an important part of Instagram, as more people watch Reels to be entertained, go deeper with their interests or discover new businesses.”


The launch of the boosting feature comes at a time when Meta is counting on Reels to keep its rank amongst its competitors TikTok and YouTube who have long utilized the video feature and have an immense audience. Reels have been extremely profitable for Meta though, seeing as more than 20% of the company’s earnings in the first quarter of 2022 came from Reels.


Not only are Reels profitable for the social media platform, but they also speak to a push towards digital content that centers on video and the moving image.


In case you missed it, Instagram could potentially turn all videos into Reels and here’s the new editing features for Reels.


Photo via Instagram