Ads on Instagram, September 2015
Instagram, a
social-media platform that allows users to share photo and videos on a personal
profile was launched in the end of 2010 as a free app. The popularity of
Instagram was significant and number of users increased rapidly. In 2012 and
Instagram was acquired by Facebook – since, Instagram also have allowed their
users to share their Instagram photos on Facebook and find their Facebook
friend’s profiles on Instagram, automatically.
(Picture 1)
(Picture 2)
Instagram consists of
a lot of different factors which all plays a key role in the popularity and
recognising of the app. Some of the most important ones are the tags. After a
photo users can write # followed by any word or sentence. This connects the
photo with all other Instagram photos consisting of the same tag. An important
social dimension of the app. Another important factor is the photo
manipulation. This tool allows users to make every boring picture look amazing
and professional with a few clicks. The like
and comment on photos is another part of Instagram which strengthen the
strong social dimension(1). The more followers and likes, the more a popular
Instagram profile, both in terms of private profiles and business profiles.
The newest initiative
from Instagram and Facebook is the launch of advertising service on Instagram. As
CNBC confirms, Instagram is expanding the service from eight to 30 countries
and by the end of September this year the service is available worldwide. This
new launch will provide Instagram users with sponsored ads, when they go
through their Instagram followers (2).
Before this expansion
there where about 2million advertisers on Instagram, most consisting of large
companies. The new expansion provides advertising space for medium and small
sized businesses as well and is therefore a huge opportunity in terms of
digital marketing. Some key tools offered with the launch is the that businesses
can buy and measure ads across Instagram and Facebook together, which means
that they can run targeted campaigns on both platforms. Also, the “Marquee”
helps advertisers to spread the word if, for example, a big release is
launched.
The new launch is part
of the new era of marketing on social media where companies have the
possibility to be more creative in their branding, use user-generated content
and create a stronger brand (3). Several brands have already experienced an
increase in both app installs and order volume, according to CNBC, and that is
without having to spend no money at all (4).
Some negative thought
on the new launch is also visible, though. Of course, the launch is a way for
Instagram to get more money. Some might believe that is a step that makes
Instagram loose some integrity. As mentioned on Venturebeat.com already over
50% of the Instagram say that they are unsatisfied with the new sponsored ads
on Instagram (5).
However, the launch still might be a huge advantage for companies. They can
target their ads in Instagram (through Facebook) And maybe Instagram will
manage to create a good balance between users and companies, for example at
this point Instagram promises to “manage volume, frequency and creative
integrity, ensuring that users are not spammed with offer-based advertising” (6). The new launch could
be a very big advantage for companies to use in digital marketing, because of
the popularity and easy-use of the app and whether or not users will come to
find it mostly positive or negative, is the job for Instagram to manage.
By Camilla Sønnichsen
and Benedicte Hurlen
References:
(6)
http://www.theguardian.com/media-network/2015/aug/07/instagram-photos-advertising-brand-marketing
- Picture 1. http://www.idownloadblog.com/2013/10/03/instagram-will-introduce-photo-and-video-ads-in-the-next-couple-months/
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