Instagram, the photo and video creative social network owned by Facebook has good news for Indian marketers. The mobile first network which has more than 300 million monthly active users has opened up its ad offerings for India. “Starting this month Instagram is open for business and available to advertisers large and small,” Instagram said in a statement.
The expansion will allow advertisers to launch global campaigns in a variety of formats including video ads of up to 30 seconds.
More than 30 new countries — including Italy, Spain, Mexico, India and South Korea will have the opportunity to advertise on Instagram. “Over the past few months, we’ve been working to make ads on Instagram available to more types of businesses on a self-serve basis,” the statement said.
In India, the Instagram community will gradually see ads appear from launch partners including Gillette, Kit Kat, Paper Boat and TRESemmé. “Instagram reminds us of the time when we used to spend hours under the old cupboard browsing through our dusty old ‘ albums’ which was a beautiful collection of memories. Instagram, in a sense, is a repository of Paper Boat’s stories.
We are thrilled to partner with Instagram on their quest to expand this platform for brands and users. Our office dogs have been our muse on Instagram for the longest and this time we took a detour and we plan to showcase a strong lip-smacking aspect of our brand. We just hope ‘Hector & Beverages’ don’t mess the images with their muddy paws and excessively cute looks,” Neeraj Kakkar, CEO-Founder, Hector Beverages, said.
Even if Instagram has opened up its ad network doors with just few partners it is a great beginning. This should be great news for brands that have built their community on Instagram. Sooner or later that partner network will increase as Instagram hopes to generate $595 million in advertising revenue this year. To know more how Indian brands are using Instragram see this - How Indian Brands Are Telling Stories On Instagram One Picture At A Time.
Worth more than $35 billion, Instagram started advertising from late 2013 with Sponsored Posts. Late last year the network rolled out the video ads after rigorous testing and hands-on work with brands.
This year Instagram has had four major roll outs that has kept us hooked to the platform. This March, Instagram, for the first time, allowed the possibility of opening up URLs on its network with the launch of carousel ads. Instagram started showing clickable links with the carousel ads that tell a story by letting you swipe through four branded images in sequence.
The second major push Instagram did in this space was earlier in this month by providing action-oriented advertisement to marketers. Providing the ability to shop on Instagram wasn’t a surprising move since over the time it had been working closely with a few influential brands to make shopping a one-click experience on its platform. For instance, Banana Republic was one of the retailer who could link to product pages from their Instagram ads.
Later on it announced that Instagram will have the ability to connect businesses to the right people through expanded targeting options with the help of Facebook too.
Recently, Instagram opened up its API, making it possible for marketers to start buying ads and planning their Instagram marketing in a more automated fashion, alongside their other digital ad buys on Facebook or Twitter. To begin with Instagram has tied up with Facebook’s biggest marketing partners. such as Hootsuite, Kenshoo, Brand Networks, Salesforce Marketing Cloud, Unified, SocialCode, 4C, Nanigans, and Ampush.
According to Emarkerter prediction, by 2017 Instagram will be on track to surpass Google and Twitter in terms of US mobile display ad revenues. To do so the network will have to expand its wings to International boundaries with ad offerings.
Instagram boasts that its ads are 2.8 times more effective than other online advertising. This would now be closely watched.