Instagram has expanded its post-Reel advertising format to advertisers worldwide through Campaign Manager, as Meta seeks to capitalise on the growing dominance of short-form video on the platform.
The new ad placement enables brands to serve advertisements immediately after an organic Reel ends. Users will see a five-second countdown before the ad begins, along with a manual skip button that allows them to bypass the promotion. If skipped, viewers return to the Reel they were watching, while swiping moves them to the next piece of content.
The format will be limited to eligible organic Reels longer than 60 seconds, allowing Meta to introduce advertising after content consumption rather than interrupting the viewing experience.
The rollout comes as Reels continues to account for a significant share of user activity on Instagram. According to Sensor Tower, Reels represented 53% of all Instagram ad placements in the fourth quarter of 2025 and drove 46% of total time spent on the platform. Meta has also reported that more than 4.5 billion Reels are shared daily across Instagram and Facebook.
The expanded availability of post-Reel ads builds on Meta’s broader push to create additional monetisation opportunities around Reels, following the introduction of formats such as trending ads that appear alongside popular content.
The move also follows Instagram’s recent launch of a subscription offering, highlighting Meta’s strategy of growing revenue through both paid features and expanded advertising inventory. For marketers, the new placement offers another way to reach highly engaged audiences as video consumption continues to dominate social media behaviour.
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