When Did Reels Ads Launch?

Meta’s newsroom posts describe Reels ads as a series of tests, not a single launch day. The earliest cited post that mentions ads is dated 29 September 2021. It said Meta would test sticker and banner ads in Facebook Reels and would soon begin testing full-screen ads between reels. Later posts in 2022 and 2023 widened those tests.

When did Reels itself launch?

Reels has its own launch dates, separate from the ads:

• 5 August 2020: Meta’s post “Introducing Instagram Reels” announces 15-second multi-clip videos on Instagram. The post does not mention ads.
• 29 September 2021: “Launching Reels on Facebook in the US” says Reels was launching on Facebook for iOS and Android in the US.
• 22 February 2022: Meta says it is launching Facebook Reels in more than 150 countries.

These are the dates of Meta’s Reels posts, not the date you could buy ads there.

What did the September 2021 post say about ads?

In a section on creator monetization, Meta wrote that on Facebook it would test sticker ads and banner ads in Reels. It also wrote, “similar to Instagram Reels, we’ll soon begin testing full-screen and immersive ads between reels” to help small businesses and brands reach new audiences. People could comment, like, view, save, share and skip them, as with organic Reels content.

The post says “test” and “soon”. It does not give a date when any ad format became generally available.

What changed in February 2022?

The 22 February 2022 post says Meta was expanding tests of overlay ads in Facebook Reels, starting with banner ads and sticker ads, so creators could earn a share of the ad revenue. It adds that Meta had been testing full-screen and immersive ads in between Facebook Reels since October 2021 and would roll them out to more places over the coming months.

For advertisers, the post also lists brand suitability controls for banner and sticker ads in Facebook Reels: Publisher Lists, Blocklists, Inventory Filters and Delivery Reports, “in every region they are available”. If you buy overlay placements, check those controls in your account.

What changed in May 2023?

The 9 May 2023 post, “Expanding Ads on Reels”, says Meta was updating and expanding its Ads on Reels tests. It moved the Facebook payout model to the performance of creators’ public reels rather than the earnings of ads on them. Meta said advertisers would get access to more ad inventory under that model.

The same post says Meta would begin testing Ads on Instagram Reels, with a similar payout model, among a small group of creators and advertisers in select markets. It says creators had to live in one of 52 countries to be invited on Facebook.

What do Meta’s help pages say now?

Meta’s help page on Facebook Reels ads says to open the placements section at the ad set level in Ads Manager and choose Advantage+ placements, or pick placements manually. It says overlay ads appear as banners on a creator’s reels. It also says that starting in November 2025, post-loop ads on Reels “will no longer be available”, and you can still deliver to the ads on Reels placement using overlay ads.

Meta’s help page on Instagram Reels ads gives the same route through placements at the ad set level. A separate Meta help page says you can now use the carousel format in the Instagram Reels placement.

So if an old guide tells you to buy post-loop ads, open your placements list and see what your account offers.

FAQ

Did Meta announce one launch date for Reels ads?

Not in the posts cited here. The September 2021, February 2022 and May 2023 posts all describe tests, expansions or roll-outs. They do not name a general availability date, so avoid quoting one without a Meta page behind it.

Are post-loop ads on Facebook Reels still available?

Meta’s help page says that starting in November 2025, post-loop ads on Reels “will no longer be available”. It says you can still deliver to the ads on Reels placement using overlay ads. Check your placements in Ads Manager to see what your account offers.

Where do I pick Reels placements for my ads?

Meta’s help pages say to go to the ad set level in Ads Manager, find placements, and choose Advantage+ placements or select placements manually. For Instagram, choose ads on Instagram Reels. For Facebook, choose the Reels options your account lists.