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

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

Latest Podcast

More podcasts

Sign in