Facebook-owned short video-making app Instagram is bringing ads to Reels. 

The full-screen ads will be arriving first in India, Germany, Brazil and Australia before landing in more countries “in the coming months.”

According to Engadget, The spots are similar to Instagram’s ads for Stories. Ads can run up to 30 seconds, and users can interact with them the way they would with organic posts (including skipping them altogether). Ads can also include “shop now” buttons, according to screenshots shared by the company.

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The feature will be available to a “select” group of advertisers and creators. Sticker ads are the latest of several monetization tools Instagram has explored.

It also allows creators to sell badges and products in live streams and shares revenue with creators who run ads on IGTV.

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