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“The way we approach taking our ads products globally is first making sure that there’s a great organic experience for people,” Instagram chief operating officer Justin Osofsky told Adweek. “We got good feedback from advertisers. We ran some tests with advertisers and saw really positive signals.”
Osofsky would not share figures on usage of Reels by people or brands, saying only that it’s early in the process and adding, “We’re excited about how it’s doing and most excited with the creativity it’s sparking.”