A picture may worth a 1,000 words, but a video can give a lot more. This is what Instagram, the online mobile photo-sharing, video-sharing and social networking service, aims. Brands have already been producing videos on Instagram that are seen only by those who follow their corporate accounts. Now, Instagram is pushing ads into feeds.
Instagram has launched its first video ads after 6 months of testing. Owned by Facebook, Instagram has deals to show 15-second autoplay spots brands. Among them, Disney, Activision, Lancome, Banana Republic and CW are the first to have autoplay videos on the platform.
Following them are Adidas, Ben & Jerry's, Burberry, General Electric, Lexus, Levi's, Macy's, Michael Kors, PayPal and Starwood. All of them are already active members in the community.
The ads that started to appear on October 30th, 2014, are rolling out steadily over the week.
CEO Kevin Systrom said in July 2014 that he had personally been reviewing every ad in hopes of setting a "high bar" for marketing on the service. This scrutinized videos are to ensure that "they contain mostly fresh content, fit the vibe of the platform and are not simply repurposed TV/Web commercials."
The ads "feel as natural to Instagram as the photos and videos". This should minimize distraction and won't alter user experience.
Targeted online video ads are proven to be very effective if compared to the traditional display marketing. But caution is a must. Instagram is very careful in putting ads into users' feeds. Introducing potentially intrusive ads to an app that had been commercial free can be a problem.This is because many ads are irrelevant, and putting the wrong ads can affect Instagram tremendously in the current competitive market.
Before, several early Instagram advertisers that tried out the sponsored images heard negative comments from users. Instagram worked hard to improve engagements by launching ads slowly and carefully because users simply hate ads no matter where and how they are shown.
But ads are the things that greases the cogs of many global internet and tech companies. This is a reminder that ads should be shown somewhere, and companies are trying to make users understand.
From the feedback, Instagram tried to build ads that are positive to everyone, increasing the effort of attractiveness and aiming for fresh contents, benefiting all the parties envolved.
But still, ads can be intrusive no matter good the scrutinizing process can be, Instagram gives the option to hide ads that some may find not interesting. Users can also send a feedback to Instagram so they can improve ads overtime.
Everyone on Instagram can see ads whether they're Facebook users or not. But by signing with Facebook, Instagram can create a more relevant experience with the help of Facebook's basic information on the user. Instagram's tools for advertisers are fairly basic, only allowing them to target video spots based on users' age, gender, and country.
Instagram first introduced its video feature back in June 2013, one of which was a way to compete with Vine. As video started to become an important part of mobile advertising, other rival Tumblr also launched similar ad products. Other competitor, the mobile messaging app Snapchat, also initiated sold its first video ad spot to Universal Pictures, which promoted a trailer for a horror movie. Facebook as the parent company, is also trying to make video ads more compelling in more ways that ever, even to compete with the likes of YouTube.
As popular video ads can be, these type of ads continue to play a major role for many brands to engage with their customers. Video ads on Instagram are playing a role in the company's quest to make money under Facebook's flag.
Instagram is also working on the video side of its product by launching a standalone app called Hyperlapse that speeds up and stabilizes mobile video.