Instagram has rolled out a feature that will reshape the Reels experience. Non-skipable video ads are now being shown within the Reels feed. Users cannot skip these ads that interrupt their content viewing and must wait until the ad finishes before continuing where they left off.

This move appears to be a sign of a new revenue model, as well as strengthening the platform's advertising inventory. Considering the advertising revenue that TikTok and YouTube provide to content creators, it would not be surprising for Instagram to follow a similar path.

Therefore, the next step for this application could be sharing the advertising revenue generated from Reels content with creators. That would both incentivize content creators and enhance the platform's competitive edge.