Friday! launches SuperReels as an alternative to blogger ads on restricted social platforms

The new format combines social media mechanics with[2]the reach of national television

Friday! offers advertisers a new tool: SuperReels. This new format features short videos with bloggers built on the storytelling principle, except they are aired on a national TV channel rather than on a social media platform.

The proposal comes in response to restrictions on advertising in several foreign social media platforms, including Instagram (banned in Russia, owned by Meta. Meta is recognized as an extremist organization and banned in Russia). The ban came into effect on September 1.

The new tool from Friday! blends familiar social media mechanics — reviews, challenges, and mini-series of up to 60 seconds — with the broad reach of traditional TV. According to the tool’s developers, viewers can still enjoy “a familiar genre in a familiar environment,” bloggers gain a monetization platform, and advertisers receive a fully legal integration option.

The channel offers clients a full-service production cycle: from selecting the right blogger and developing a creative concept to shooting, editing, and on-air placement. Friday! maintains that campaign turnaround times will be kept to a minimum.