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

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in