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Soon in Instagram feeds: more ads sponsored by "influencers".
While this may be good news for busy users who are making money selling products by promoting products, for the rest of us, this could mean that we should be traveling even further. unwanted ads in our feeds.
Tuesday, Instagram, a platform owned by Facebook and known for its photos that inspire envy and lira, announced changes to its advertising strategy allowing brands to promote content created by influencers in Internet user feeds, even if these people do not follow the account of the influencer.
"One of the major demands of brands so far is the ability to embed branded content messages into their advertising strategies," the company said in a blog.
"With branded content ads, businesses have the opportunity to tell their brand stories through the voices of creators, reach new audiences and measure their impact," the statement said. "By using the tools available on the Facebook advertising platform, businesses can reach target audiences other than those who follow brand and creator accounts."
The ads will look like the ones already found in Instagram Feed and Stories but will be labeled "paid partnership".
The move, according to the company, responds to brands' desire to better target users and offer a more organic advertising experience.
"Promoting content directly from the influencer descriptor inherently gives the publication more authenticity than that from the brand descriptor. We are seeing significantly higher engagement rates with this strategy," he added. said Liat Weingarten, vice president of brand communications for Old Navy. quote included in the Instagram announcement.
The company has been testing these ads since last year, according to Ad Age.
Evan Asano, managing director of MediaKix, an influential marketing agency, said the big brands were demanding to work with influencers and that they "were not afraid of losing $ 500,000 for a place with Kim Kardashian ", the reality TV star who has almost perfected the art of monetization. social media.
And now there are kidfluencers, nanoinfluencers and captionfluencers.
"Influence marketing is booming," said Asano. "And Instagram wants a piece of this pie."
According to Instagram, 68% of its regular users say that they go on the platform to interact with "creators".
Instagram has about a billion active users a month, according to a company spokeswoman, who declined to say how much influence marketing is worth.
Other social media platforms have been flooded with advertisements lately.
Although Instagram's revenues are still largely driven by advertising, the company wants to create new revenue streams and recently introduced a tool that allows users to buy things without leaving the app.
Most of the Instagram ads are now for "little brands you've never heard of" selling items such as zero-gravity bean bags or generic t-shirts, Asano said.
"It's possible," he said, "that this change indicates that Instagram does not monetize ads like Facebook wants."
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