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Meta is mustard-keen right now to make its short-video Reels format central to its various apps, particularly Instagram. Now that’s extending to its advertising business, with a new feature that involves turning Reels into ads.

People with a business (as opposed to personal) account on Instagram can now “boost their reels within the Instagram app to turn them into ads for the opportunity to reach new audiences and drive more engagement”. These Reels will appear in the main Instagram feed, as well as in stories, the Reels tab and the Explore page.

There are some catches however: “At this time, reels that use third party IP — such as copyrighted music, GIFs, interactive stickers or camera filters in a reel — are ineligible for boosting, as well as reels shared to Facebook”.

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