By Ethan Thomas, Communications Management Intern
A picture is worth a thousand words… Or maybe it’s better to say a picture is worth a couple thousand dollars? Paid advertising has finally tapped into the 400 million user photo-sharing community smartphone app, Instagram. “Instagram is now an end-to-end advertising solution that drives real business results. Increase awareness and message association, or get visits to your website or downloads of your mobile app.” – Quote from Instagram’s website. Basically, the Instagram game has changed. No longer held down by your businesses ability to only show your followers your best advertisement with the low-fi filter. Now you can place your ad right into millions of mobile user’s hands without the necessity of a “follow.”
The set up actually offers advertisers more variety to post content than a normal user. Not only can the advertiser post photos and videos, but there is a “carousal” function that allows users to swipe through several photos in one advertisement. These all have the ability to drive users to a website, suggest app installs, and create general mass awareness for your brand. An added bonus: Advertiser videos can be up to thirty seconds long, while the regular user can only post up to fifteen seconds.
This is a game changer for several reasons. Facebook isn’t the cool social media site to use for Millennials. Trends have shown young social media users are shying away from using Facebook, and focusing on getting news from twitter and photo or video experiences from Instagram. Maybe it’s due to the fact that everyone and there grandma has a Facebook account. Overpopulation and the excessive amount of information about its users may turn some away, but I digress. Yes, Facebook does own Instagram. They’ve actually been great owners after purchasing the app for nearly 1 billion dollars. They’ve allowed Instagram to develop naturally, and have not bogged it down with overbearing Facebook features.
From a user perspective, the advertisements so far have not seemed overly invasive. It’s just another picture to scroll through on your feed. When you think of it from a business perspective, that’s the best part. It’s a nearly guaranteed view of your advertisement. How often can you guarantee the visibility of an advertisement like that? To get to the next picture they have to pass your ad with little to no distraction that you normally find on twitter, Facebook, or any other social media site. Fortune magazine discusses how this, along with Instagram advertisings other features, has shown that users are two and a half times more likely to click on these ads than all other social media advertising platforms (http://fortune.com/2015/09/09/instagram-advertising/). I’m not a gambling man, but I will take those odds every day.
Instagram has already developed their ad space for over thirty countries. Taking this global has been a foreseeable next step, and there are no real signs of Instagram slowing down. So watch out Insta-world, it’s not just your best friend’s brunch or that sweet nature picture on your feed any more.