Get ready to start seeing ads in Instagram Reels. The app’s video feed / TikTok clone will start including ads today across the globe. They’ll look just like any other Reel — full-screen, looping, up to 30 seconds long — and will appear in between other clips. Ads will be identified by a small “sponsored” tag below the name of the advertiser’s account.

Instagram started testing ads in Australia, Brazil, Germany, and India in April. There’s nothing particularly surprising about more ads making their way into the app, other than the pace with which Instagram has moved to turn this new format into a revenue generator. Facebook also said this week that it would bring ads to Oculus Quest apps.

Reels only launched in August 2020, and the...

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