Facebook is hoping to boost Reels ad usage by including Reels ad placements in its Instagram Marketing API, which will allow approved third-party platforms to create Reels advertisements as part of their digital ad flow.
According to Facebook:
“We now allow for Reels Ads placements on Instagram via the Instagram Marketing API. This will be available on all current Marketing API versions, and does not require an upgrade.”
Facebook ad partners use its APIs to integrate Facebook functionality into their platforms, allowing solutions like Hootsuite to offer a variety of publishing options across all of Facebook's platforms.
With the inclusion of Reels ad placements, more brands will be able to run Reels campaigns, and as Facebook focuses more on short video clips, this could open up new chances for experiments, especially during the holiday season.
Admittedly, according to Instagram CEO Adam Mosseri, Reels is now the app's fastest growing surface, with significant reach and development potential. Given this, you can expect that a rising number of businesses will be considering Reels ad placement, and the API's development will help to meet this demand and broaden the use of Reels for campaign placement.
More information about the latest Instagram Marketing API update can be found here.