Instagram reveals look and feel of advertising content

Social media site gives users the option of liking and providing feedback on sponsored video and photo content

Instagram has revealed the look and feel of forthcoming ads across its photo sharing website as part of its cautious approach to rolling out advertising to its user community.

Instagram announced in early October that ads were on the way and would start appearing in users feeds in the US before the end of the year. The company stressed the ads, which will be posted as both photos and videos, are designed to match the natural feel of the site and be from brands that users do not follow.

In a post on its website, the company revealed ads will feature a sponsored label and icon to make them easily identifiable to users. Ads will be served based on who a user follows on Instagram, photos and videos they like, and their interests and information from Facebook, Instagram’s owner.

By clicking on three dots at the bottom right corner of sponsored content, users have the option of hiding the photo or video and providing feedback about ads that were less interesting or unappealing. All users will see ads, the company said, regardless of whether they’re Facebook users or not. Instagram was acquired by Facebook for US$521m last year.

Instagram also announced a list of brands that have signed up for the first wave of advertising including adidas, Lexus, Levi’s, PayPal and Burberry. The company said it plans to restrict ads to select partners in the short term while it refines the style of ads on its site. It also reiterated that users will remain in control of their own content.

US users will see a sample ad from Instagram this week in a bid to help them familiarise with the look and feel of sponsored content, the company added.

Instagram claims to have 150 million users worldwide. The move to monetise its online services comes as Facebook also ramps up its advertising efforts and tap into the massive mobile user market.

However like Instagram, Facebook is also trying to improve user acceptance of sponsored content, and recently changed its algorithms to find out what ads users will like, even if it means a dip in ad exposure for some marketers.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Comments

Comments are now closed.

Supporting Association

We at SimplyCast.com strongly believe that marketing is dead and this the age of personalized communication. Automation is only the first...

Saeed ElDarahali

Interview: Marketo CEO Phil Fernandez on customer expectations and competition

Read more

1000% agreed. http://www.leadmd.com/blog/2014/04/24/the-marketing-automation-skills-gap - its the biggest barrier and the number one ins...

Justin Gray

Interview: Marketo CEO Phil Fernandez on customer expectations and competition

Read more

Totally agree “The skills needed to operate a modern customer engagement and digital marketing platform, to design customer journeys and ...

Rajesh Talele

Interview: Marketo CEO Phil Fernandez on customer expectations and competition

Read more

Probably only Tube Mogul I'd say. The US seem to be more advanced and connecting Video with their other online media strategies (Display...

Matt

Australians lead the world for programmatic video advertising growth

Read more

Video ad inventory purchased directly from publishers through programmatic channels reached 79 million impressions in Australia in Q2, be...

Catherine

Australians lead the world for programmatic video advertising growth

Read more

Sign in