Get ready to start seeing ads in Instagram Reels. The app’s video feed will start including ads today across the globe. They’ll look just like any other Reel — full-screen, looping, up to 30 seconds long — and will appear in between other clips. Ads will be identified by a small “sponsored” tag below the name of the advertiser’s account.

Instagram began testing ads in Australia, Brazil, Germany, and India in April. There’s nothing particularly surprising about more ads making their way into the app, other than the pace with which Instagram has moved to turn this new format into a revenue generator.

Reels only launched in August 2020, and the company has yet to share specifics on how the new format has actually been performing. The reels feature has been growing exponentially since its launch, but Instagram are reportedly unsatisfied with it so far.

Meanwhile, TikTok has such a huge audience and its ads have been so successful that the company plans to charge up to $2 million for a one-day takeover! Instagram still has the upper hand technically, due to the massive customer held by its parent company Facebook.