As I am sure a lot of users have noticed, Instagram has followed suit to many other social media forums, and opened its photo feed to advertisers. There are multiple reasons for this change. One being the fact that Facebook bought Instagram in 2012, and they have practiced social media marketing for many years now. Another reality is Instagram’s commitment to keep their services free to the public. So, to pay the bills they have look to advertisers. Finally, consumer’s eyeballs are a valuable commodity that these networks, without a doubt, retain, and advertisers are willing to pay for.
In the beginning, only a few major Facebook Marketing Partners and agencies were allowed access to Instagram’s advertising tools. However, over the past year and a half the horizons of the application have been expanded globally to further progress all companies, no matter their magnitude. This was made possible by utilizing a new Instagram Ad application programming interface, as well as the already existing Facebook ad buying interfaces.
Not only have they allowed marketers access to user’s accounts, Instagram is evolving the format of social media marketing. As the Instagram for Business blog refers to it, the new direct-response format will allow people “to learn about a product or service and then take action directly from an ad to sign up on a website, buy a product, or download an app.” With a more engaging design, Instagram, and advertisers, are hopeful that their followers will now be converted more easily into buyers
Furthermore, consumer brands and retailers can now make a more direct connection with potential customers through enhanced targeting. This has become possible with the help of Facebook’s user information. Marketers will now have the ability to target possible buyers not only by their age, and location, but by their interest, like history, demographic details, and information organizations already have about their customers.
Personally, this has been a great move for Instagram. According to Vindu Goel and Sydney Ember of The New York Times, in 2015, “RBC Capital Markets, estimated that Instagram ads could bring in $1.3 billion to $2.1 billion.” That is a substantial amount of money, in any instance. Also, users have more than likely discovered many more accounts and brands that properly align with their concerns
It is interesting to watch, and be involved as a user in this revolution od social media marketing. I am looking to forward to seeing what is next.