Instagram introduces new ad option

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Instagram introduces new ad option

By Dan Berthiaume - 06/05/2019
Brands can now target a wider range of consumers on Instagram.

The visually-oriented social media platform is enabling brands to place organic content posts as paid advertisements in user feeds. According to Instagram, this capability meets both the needs of brands and consumers.

“One of the biggest requests from brands to date is the ability to incorporate branded content posts into their advertising strategies,” Instagram said in a corporate blog post announcing the new feature. The post also cited a statistic that 68% of people say they come to Instagram to interact with creators.

Using the ad platform of Instagram parent company Facebook, businesses can run feed ads in front of targeted audiences beyond the followers of their accounts or partner influencer accounts. Instagram will also provide measurement, optimization and testing tools. All branded content ads will have a “paid partnership with” identifier displayed along with the brand name on each post.

Instagram will make branded content ads for feed available to all advertisers in the coming weeks and for stories in the coming months. The social network says it will continue to offer new branded content opportunities.

Instagram is expanding its advertising options as it continues evolving into an e-commerce platform. The company has recently rolled out direct online shopping features such as [email protected], an assortment of shoppable products curated by a team of Instagram editors. It also recently began enabling a small group of Instagram “creators” (such as Kim Kardashian West, Kylie Jenner, and Kris Jenner) to tag products in their posts, making the products instantly shoppable, and has started allowing users to buy products from a select group of brands without leaving the platform.