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.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.

Raj

What marketers need to know about robotic process automation

Read more

who wants to date me I am 9 years old and i am a boy

Jeremy Hawkins

Sink a sub gaming experience signals Subway's renewed brand push

Read more

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

Blog Posts

Unboxing 101 - How savvy influencer engagement can build a brand

The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.

Gali Arnon

Chief marketing officer, Fiverr

​Power to the people

Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?

Rich Curtis

CEO, FutureBrand A/NZ

The playbook to develop strategic brand moats

Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.

Fabian Di Marco

Founder and managing director, Tzu & Co

Sign in