Instagram introduces sponsored photos and videos
Earlier this month Instagram announced that ads were coming to their platform. Today, the company rolled out a new site designed to introduce their community of more than 150 million users to the first wave of sponsored posts.
You can see in the example below that paid ads are clearly marked with a SPONSORED label, and users have the ability to hide ads, providing feedback to Instagram to better improve the advertising experience.
Instagram initially partnered with brands during the launch of video to ensure high quality content to set the tone. This new advertising venture follows the same line of thought. The initial round of Instagram ad partners include: adidas, Ben & Jerry’s, Burberry, General Electric, Lexus, Levi’s®, Macy’s, Michael Kors, PayPal and Starwood.
But in order for paid media to work on Instagram, campaigns need to be carefully thought out and properly executed.
“Instagram is so much about the visual and brands that can leverage their identities through entertaining and emotionally appealing photo and videos will do well in spreading a brand message. But it will be extremely important for Instagram to maintain a quality filter, lest it become a sesspool of terrible “Lose Weight Ads” says Matthew Knell, VP of Social & Community at About.com.
“To be effective for brands, these ads need to be more personal than a typical display ad and brands that don’t understand that will miss the opportunity. Repurposing content from other video and display campaigns shouldn’t be an option here.”
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For more information about Instagram Ads, visit their site: http://instagram.com/about-ads