Instagram, the popular app for sharing images of fashion, cats, food, cats and anything else you’d like (including cats) today announced their new advertising strategy and how businesses can pay to get exposure in-app.
Although ads have been a part of the app for almost two years now, they’ve mostly existed as sponsored posts that usually include a “Shop Now” option below them:
Now the company is looking to further monetise the platform; the most drastic measure so far includes video adverts that can be up to 30 seconds in length. This is of note because at the moment, regular users are limited to 15-second videos. Offering advertisers access to this feature while leaving their regular users behind seems like an odd move.
There’s no word yet as to how these videos will operate within the app. Will they auto-play? Can users mute or skip the videos? Can you scroll right past them without a second glance? We don’t know yet as the services are slowly being rolled out. Thirty countries are receiving them right now, including Italy, Spain, Mexico, India and South Korea, but no more are mentioned. The rest of the world (which will invariably include South Africa) will see the updates arrive on the 30th of September.
Other options for the would-be advertisers are regular picture and video posts, tools to optimise the campaigns across Instagram and Facebook, as well as a new feature called “Marquee”:
A new premium product that helps drive mass awareness and expanded reach in a short time-frame – perfect for events like movie premieres and new product launches.
With that short explanation, we’d have to guess Marquee will allow a campaign to receive mass coverage over a short time.
The ads won’t be random, though, as they are said to be using Facebook’s advertising infrastructure, which means that users will receive adverts based on their browsing habits.
Finally, Instagram talked about the success of few companies that had used the platform in the past to advertise, a list that included the likes of Gilt Groupe, Made.com, Kabam and The North Face. So while it might not be new, it could aggravate Instagram users depending on how, exactly, it rolls out.