By: Emma Carlson
(Photo credit- http://thegatefilms.com/advertising-on-instagram/)
When talking about advertising on social media, instagram is an outlet that isn’t brought up much. That is, until recently. This past August, Instagram (owned by Facebook) changed it’s advertising API. This basically means that companies can now schedule advertising campaigns through third-party software. These kind of capabilities have been available for other social networks like twitter and facebook for some time, but now that instagram has jumped on the bandwagon, I’m sure you have noticed a lot more ads on your feed, and more of the same ad, as campaigns can be scheduled more effectively now. More detailed information on this API change can be found here.
This shift drastically changed the way companies can advertise using Instagram, a social media outlet that hadn’t been utilized much for advertising beforehand. Since this is still very new, users of this picture-based network are not sick of seeing ads yet. While ads on facebook, youtube, and twitter can be an annoyance, occasionally scrolling past on ad on my instagram feed doesn’t bother me at all, usually. On other social media, ads might be all over the page at any given time, but on instagram all you have to do is scroll past it, and it is out of sight. Some may think that this would make advertising campaigns less effective, but the statistics actually show the opposite. According to analytics done by Kenshoo, the average Click Through Rate for ad campaigns on instagram was 2.48% as opposed to the 1% average CTR for facebook ads. This makes instagram a very valuable medium for advertising now. People enjoy looking at pictures, that’s why they’re on instagram in the first place, seeing a cool pictorial ad for something they might be interested in, can capture their attention without being so in their face, like many other types of ads on the internet. For more analytics and information on meauring the success of advertising on instagram, click here.
As an advertising student and avid instagrammer, I am excited to see how advertising continues to evolve using this new outlet. I think there is a lot of potential in instagram campaigns and a huge audience to sell to. It will be interesting to see how it goes as these new capabilities continue to be utilized more by companies in the time to come.