Instagram launches ‘grid’ ads among new formats

In brief

Instagram has launched a new ad format for Explore home, the grid that people see when they first arrive on the Explore tab.

The company is also beginning to test ads in users’ profile feeds (the feed experience that people can scroll through after visiting another account’s profile and tapping on a post).

As a part of this test, Instagram is experimenting with a monetization opportunity that will allow eligible creators to earn extra income from ads displayed in their profile feeds, beginning with select US creators.

Instagram is also launching a test of post-loop ads—4 to 10-second skippable and standalone video ads that play after a reel (Instagram’s short-form video format) has ended.

The additions come despite the social media platform having to fend off recent criticism that it is becoming too commercialized.