Instagram seems to be going the Facebook way, as the company announced on Tuesday that it is going to beef up ads on its wildly popular mobile photo app catering to all types of businesses, giving advertisers much more powerful tools at their disposal. Starting in June, Instagram will be rolling out a new feature that will give advertisers the power to direct their campaigns based on demographics, interests along with an API for managing campaigns more efficiently. Essentially the same way its parent company Facebook Inc. allows brands to target consumers based on different parameters.
Moreover, advertisers will be able to provide external links to various websites and app stores with buttons like “shop now,” “sign up,” “learn more,” and “install now.” As of now, the company has tied up with a handful of popular brands including the likes of Levis, Banana Republic, and Ben & Jerry’s, where ads can be targeted on the basis of gender, age, and country.
With Instagram having more than 200 million active monthly users around the globe, the move could significantly bolster and widen the reach of its ad platform.
The most notable change with this new announcement will be the introduction of new formats, called “action-oriented” formats, they’ll be available as buttons below an advertised image. These buttons will give users the option to buy a product, install a particular app or signup for a service.
Also, Instagram wants to make this tool available to organizations whether big or small. Implying that Instagram will be integrated with Facebook’s advertising tools, and the company will launch Instagram’s own ADs API, thereby expanding its own eco-system with other social ad platforms.
“There are more than two million advertisers who actively use Facebook to market their business and we want to leverage the best of Facebook’s infrastructure for buying, managing and measuring the success of ads on Instagram. We will start by opening the Instagram Ads API to a select group of Facebook Marketing Partners and agencies, and we plan to expand globally throughout the year,” reads Instagram’s official blog post.
However, this could end up irking users as it would somehow interfere with that smooth and hassle free browsing experience Instagram users are accustomed to.