According to the widely talked about Emarkerter prediction, by 2017 Instagram will be on track to surpass Google and Twitter in terms of US mobile display ad revenues. After rolling out Instagram Ads globally, including India; the photo and video sharing network has made it clear that the mobile first network isn’t just for selfies but also for businesses.
Instagram, that has more than 400 million monthly active users, has announced the launch of the new @instagramforbusiness account as a source of inspiration for the business community.
According to the blog posted by Instagram, “Each week, we’ll run exclusive, behind-the-scenes stories that inspire, inform and showcase the work done by three important groups in our business community from all around the world—brands, small businesses and creative agencies.”
To begin with Ben and Jerry’s the first brand to advertise on Instagram has once again partnered to show its support with a creative video. “For the 30 years we were in business before Instagram, Ben & Jerry’s leveraged mainly illustrations to create our identity and to tell our stories. When we first joined Instagram, we didn’t really know what to take pictures of, or have a photography style. Over the last 4 years, we’ve developed our own style and have leveraged Instagram to connect with fans all over the world.”
This is an interesting approach by Instagram to showcase cool work by brands. It educates other brands how to create ads on the network to earn results, at the same time it pushes other brands to do good. The positive point is that it is curating content not just from brands but small businesses and creative agencies. Something Facebook has been doing for years to showcase business case studies on its network.
Instagram became popular for its creative users and Instagram over the years has been very watchful in introducing ads on its system. In fact there was a time when co-founder and CEO Kevin Systrom was said to be personally reviewing all ads before they ran on the platform so that they told more of a creative story than just a plain age old advertisement.
Not just globally, even Indian brands have shown their creative juices on Instagram and explored it in interesting ways. Here is a story covered by us that details how brands like Chumbak, Paper Boat, Femina India are using Instagram in interesting ways while creating an active community.
During the Q2 2015 earnings call, chief operating officer Sheryl Sandberg disclosed plans to open up more ad inventory for marketers, as well as debut new formats, add better targeting, and introduce the option to buy ads through third-party resellers.
This isn’t a surprise; Facebook after a gap of four years has been quite aggressive from the beginning of this year by providing actionable advertising features for marketers on Instagram.
Over the next week, Instagram will be rolling out our launch with help from Flowers for Dreams in Chicago—representing small business, and BBDO New York representing creative agencies everywhere.