Instagram Update: New Multi-Advertiser Display for Reels
The Update
It seems that Instagram is pilot testing a new ad format for Reels ads, with a new variation of the Multi-Advertiser display now appearing for some users, cramming four sponsored posts into one screen.
Example image of new multi-advertiser display
This seems to be IG’s latest take on Multi-Advertiser ads, which groups together related sponsored posts from different businesses and serves them to people who have recently shown an interest in related products or services.
While this layout view is new, the actual concept of multi-advertiser ads is not. Instagram first launched Multi-Advertiser Ads for its main feed in October of 2022, with a side-scrolling display of related ads shown based on user engagement.
Example of multi-advertiser promotions display on Instagram
As shown in the example above, after viewing or engaging with one ad, multi-advertiser promotions are displayed below that first post, giving you multiple, related ads based on your interests.
"Multi-advertiser ads help people discover and compare products from multiple businesses. This ad unit, available for selected placements on Facebook and Instagram, gives advertisers the opportunity to be discovered by people who have recently shown an interest in related products or businesses."
"In the multi-advertiser ad unit, personalized ads from different businesses are shown in a carousel format beneath an ad that a shopper has recently engaged with. An ad for a wedding dress might appear beside another brand's ad for a wedding cake, for example."
"The advertiser decides where the action button within their multi-advertiser ad takes people. At the end of the carousel, an action button links to a feed of ads, where shoppers can explore more related products or services (currently only available on Instagram)."
"This feature is being gradually introduced and may not be available to you yet."
Multi-advertiser ads are also shown in the Facebook feed, and in Facebook Stories, so it’s not a shock to see Meta looking to extend this feature to Reels as well. Also, advertisers be aware that you will need to opt in for this placement.
You technically don’t have to enable your ads to be displayed in this format, but Instagram is looking to extend multi-advertiser ads to Reels, and if you do give it the go-ahead by ticking this box, this is what you’ll be paying for.
This could be beneficial, offering lower cost, higher volume placement, in front of potential customers who’ve already engaged with related content. But it might also lead to lesser exposure, and reduced performance, as you’ll be competing with more brands in a single frame AND there is the risk of annoying users who are on the app for the social aspect and not consumerism.
Each brand will see differing responses, but again, if you are opting in to multi-ads placement, it seems like this could be how they’ll look within the Reels feed.
We’ll keep you updated on how this new feature develops as we know some of our own customers whom we run social media for will be curious to see how this plays out for their digital advertising.
