Reels New User Experience

When Reels launched on the Instagram app, we also launched a new in-app ad placement, known as a NUX. This is an auto-play placement that in this case would open the first time a user tapped on the Reels tab. For the first-ever NUX, we licensed user-generated video footage from the Reels beta test to show the power of this new surface, and created one version for consumers and one for creators to make the targeting of the ads all the more useful.