Instagram is poised to roll out an advertising platform to brands over the coming weeks and months. As of right now only major players such, as Levis and Burberry, have access to the platform to test targeted posts to users. Why the painstakingly slow roll out? Instagram has a very active, and vocal, community. When they changed their terms of service to allow 3rd parties to purchase images without a user's consent there was a severe backlash. Ultimately, Instagram changed the terms of service back to keep users, and keep them happy.
Dictation from its users is what maintains the app’s identity. Instagram is offering this initial push to those brands who have already been active users of the app, essentially testing the efficacy of the advertising with brands who have already garnered clout amongst the app’s users.
So, what does Instagram implementing advertising mean for your business? For starters, an untapped potential audience! Once you fully understand the hidden power of Instagram, the hashtag(#), you can start to speak directly to a captive audience. Imagine if you could now couple that organic reach with a paid reach that pushed your content in front of those people. Now you can offer short term promotions, coupons, flash deals, really any insta-promotion to upwards of 200 million people.
In addition to the advertising program Instagram has launched a suite of business tools. According to the Instagram blog these 3 tools will allow businesses to do the following:
Account insights allows businesses to see how they’re increasing brand awareness on Instagram through impressions, reach, and engagement.
Ad insights shows the performance of paid campaigns with brand analytics (impressions, reach, and frequency) for each individual ad delivered to the target audience.
Ad staging allows advertisers and their creative teams to preview, save, and collaborate on ad creative for upcoming campaigns.
From all outward appearances it sound like Instagram is taking the right approach to advertising. They aren’t going to want to bombard their users with ads all at once, but they have to start making money. Does your brand have an active presence on Instagram? Are you as excited as we are to get MORE data to help drive your content strategy?
As social media and content driven marketing evolve, so will the platforms that people use to power the engagement. With Pinterest, and now Instagram offering brands a way to advertise to users it is only a matter of time before sites like, Vine, Snapchat, Steller etc. offer advertising as well.