Less than a year after launching its TikTok clone, 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.” 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. Ads can also include “shop now” buttons.

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