Instagram found a new place to show you ads: Inside its Stories feature

Instagram’s new Stories feature — the one it cloned from rival Snapchat — is about to start generating a little cash.

Instagram announced Wednesday that it will start placing ads in between Stories. Stories, which are collections of user photos and videos stitched together into little montages, currently play one after the other once you start watching them.

The ads, which will be full-screen photo or video spots, will be inserted automatically as you jump from one friend’s post to another. Ad Age previously reported these ads were on the way.

It’s an important move for Instagram because it means the company will have a lot more ad inventory to sell, a big deal considering Facebook just recently admitted it’s running out of places to put ads in News Feed. So the company is looking for alternatives, and now Instagram is providing one.

Instagram says Stories is a popular product — 150 million people use Stories every day, up from 100 million back in October. That’s the same size user base claimed by Snapchat, which used to run similar ads but stopped abruptly back in October.

The new ads will roll out with just 30 advertisers, but will be available to all advertisers globally within weeks, says Vishal Shah, Instagram’s head of product management for monetization.

This article originally appeared on Recode.net.

Will you support Vox’s explanatory journalism?

Most news outlets make their money through advertising or subscriptions. But when it comes to what we’re trying to do at Vox, there are a couple of big issues with relying on ads and subscriptions to keep the lights on:

First, advertising dollars go up and down with the economy. We often only know a few months out what our advertising revenue will be, which makes it hard to plan ahead.

Second, we’re not in the subscriptions business. Vox is here to help everyone understand the complex issues shaping the world — not just the people who can afford to pay for a subscription. We believe that’s an important part of building a more equal society. And we can’t do that if we have a paywall.

So even though advertising is still our biggest source of revenue, we also seek grants and reader support. (And no matter how our work is funded, we have strict guidelines on editorial independence.)

If you also believe that everyone deserves access to trusted high-quality information, will you make a gift to Vox today? Any amount helps.

One-Time Monthly Annual

$5/month

$10/month

$25/month

$50/month

Other

$

Yes, I'll give $5/month

Yes, I'll give $5/month

We accept credit card, Apple Pay, and Google Pay. You can also contribute via