Connecting Audiences Through Video Ads

Client:

Instagram Monetization

Product design | Research

Summary:

We introduced Reel ads on Instagram’s Explore surface, unlocking a new and engaging ad format to enhance user interaction. By adding video ads to the Explore Grid, we aimed to create a more dynamic and personalized experience for users while providing advertisers with a valuable new way to reach audiences.

Problem:

The Explore surface previously lacked support for Reel-type ads, limiting advertisers' ability to engage users through this format. We saw an opportunity to introduce a more interactive, video-driven ad experience on Explore Grid, with the potential to boost engagement and relevance.

My Contribution:

Conducted extensive research to understand user behavior on Explore and how Reel ads could improve engagement. We also analyzed trends in video consumption to predict the impact of this ad format.
Developed and tested multiple ad formats for the Explore Grid, iterating on user feedback and data to ensure the experience was seamless and engaging for users.

Results

Reel ads now account for 15% of all ads on Explore Grid

Sell-through rate (STR) for Reel ads performed at more than 85% post-launch, indicating a strong acceptance of the new format by advertisers and users.

Shipped Experience

This dynamic video format enhances user engagement by bringing a more interactive and personalized experience to Explore Grid, allowing advertisers to connect with audiences in a meaningful way.