Instagram is expanding its post-view ad format in Reels to all advertisers worldwide, according to a press release reported by Social Media Today. The expansion follows a period during which the placement was available to a more limited group, and makes it accessible to a broader set of businesses through the platform’s Campaign Manager.

Post-view ads insert a video promotion after the conclusion of an organic Reel in-stream, with the ad auto-playing between clips. The format places a promotion at the point when a Reel has ended, before the viewer swipes to the next clip in the feed.

How the Format Works

Before the promoted content plays, a five-second countdown appears on the organic Reel, alerting the viewer to the upcoming ad. Instagram has added a manual skip button to the display; ads can also be skipped in-stream. Viewers who skip an ad return to the original Reel they were watching, while swiping moves them to the next clip in the feed.

Source: Social Media Today

Instagram said the placement will only appear after eligible organic Reels that are longer than 60 seconds in length. The format is available through existing Reels ad tools in Campaign Manager. Instagram said the global rollout to all advertisers will take place “over the next few days.”

Reels Ads

The post-view option is one of several Reels ad placements Instagram has been testing and developing. The platform has also tested trending ads, which enable marketers to place promotions alongside trending Reels content. Businesses can select post-view ads as an additional placement within their Reels ad setup in Campaign Manager.

Meta reported in February 2025 that users share more than 4.5 billion Reels across Instagram and Facebook each day. A November 2024 report from Meta’s developer blog put the share of all user time spent on Instagram dedicated to Reels at 50%.

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