Instagram is cleaning up its advertising options and this week informed advertisers that in-stream video placements were being taken down.
Advertisers have been told to use Reels placements instead.
Instagram phased out IGTV last October in an effort to join its video offerings so it comes as little surprise that the in-stream placements are on the chopping block.
It may also come as a relief to users who prefer the scrollable stream over more disruptive playback formats.
That said the popular imaging app is now testing a new full-screen feed ad which can include static content as well as Stories, Reels and videos.
An integrated ad feed format would also bring its format closer to TikTok-style user behaviours.
Given the popularity of TikTok, Meta has been working hard to catch up. Consolidating its video features appears to be part of the move to keep audiences engaged.