Instagram says ads are on the way

Users in the US will start to see ads in the next couple of months

Ads are coming to Instagram in the next couple of months, the photo- and video-sharing app maker said Thursday.

Starting out, users in the U.S. may see an occasional ad in their feeds, the company announced.

The ads will come as both photos and videos and will be from brands that users do not follow, Instagram said.

Instagram said it will start rolling out the ads slowly, "from a handful of brands that are already great members of the Instagram community."

A spokeswoman for Instagram declined to comment further or to say which brands would be coming on first.

The aim, according to Instagram, is to have the ads feel as natural as the photos and videos coming from the brands that people do follow.

Instagram's clean interface and processing filters have helped to make it one of the most prominent photo-sharing apps. Facebook bought it for about US$1 billion last year, when the app reportedly had little or no revenue.

Instagram claims to have 150 million members, and it may risk losing some of them if it clogs their feeds with ads.

Still, some saw the move as inevitable as Instagram tries to monetize its service. In July, Facebook CEO Mark Zuckerberg was asked during the company's quarterly earnings call whether people would start seeing ads in their Instagram feeds.

His answer: Probably yes, in time.

Instagram said there would be controls for users to hide ads they don't like and to provide feedback to the company.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook


Kerry Edwards

Open Colleges taps into social for better student interaction

Read more

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Latest Podcast

More podcasts

Sign in