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According to government data, there are 53 crore WhatsApp users, 41 crore Facebook users, and 21 crores use Instagram. In addition to offering more control over where ads are placed, Facebook will also offer several brand safety controls for preventing ads from running alongside certain types of content within the Facebook in-stream video.
Facebook said Instagram will begin testing Reels ads in India, Brazil, Germany, and Australia with tests expanding to more countries in the coming months. The monetization efforts by Facebook would help the company tap into that opportunity.
The social media giant said in a blog post that people are discovering and watching videos in diverse formats across its family of apps, each offering distinct viewer and ad experiences. As with other content on Reels, ads can be up to 30 seconds long and users can choose to skip the ads, Facebook said.
New users onboarded largely come from tier-II cities and beyond. Facebook said the ads on Reels will be full-screen and immersive, similar to ads in Stories. The ads can be up to 30 seconds and people can comment, like, view, save, share and skip them.
Facebook said over 2 billion people watch Facebook In-Stream eligible videos every month and, globally, 70 percent of In-Stream standalone video ad views are completed.
A recent report by RedSeer had said Indian short-video platforms like ShareChat's Moj, Dailyhunt's Josh, MX TakaTak, and others have managed to bring back 97 percent of TikTok's user base on the back of aggressive marketing and user acquisition by these platforms.