link.png Instagram opens platform up to advertising← Back

Until now, Instagram users have been exposed relatively little to ads in comparison to the amount of advertising on other social media channels. Today, however, the platform, which is owned by Facebook, launched a new API program, thereby opening itself up to advertising. 
With the implementation of this new strategy, brands will be able to buy adverts through an API (Ads Application Programming Interface). Until now, potential advertisers had to approach Instagram directly if they wanted to use the app as an advertising platform. The program will enable brands to create and schedule campaigns, as well as accessing analytics to monitor their performance.
This new API feature is something that high-end brands and retailers will be able to tap into in order to share content, promote their label and to advertise products. Instagram, which allegedly has 300 million active users a month, also recently launched the Shop Now feature. This allows mobile users to buy products via the Instagram platform using a “Shop Now” button located beneath the image and is particularly relevant for the fashion industry: since Instagram’s launch, countless fashion labels, ranging from high-street to luxury, have incorporated the app into their social media strategy.  
Indeed, this new move comes at a point when high-end brands and retailers have become increasingly aware of the importance of social media to promote themselves and drive engagement. Earlier this week, luxury menswear e-tailer Mr Porter was ranked the most socially engaged multi-brand fashion retailer by retail marketing agency Leapfrogg, a glowing example of a company that has known how to maximise its digital presence. 
Not only will brands benefit from this new initative: according to a study from market research company eMarketer, Instagram’s ad revenue will reach $2.81 billion in 2017 as a result of these new measures. As for us Instagramers, we'll just have to wait and see whether the increase in ads will impact the overall user experience...