Last week Australia became the third market to launch Facebook advertising. The launch saw ads from a handful of popular brands already enjoying Instagram success they include Vegemite, Toyota, Audi, McDonald’s, Ben & Jerry’s
Don’t panic, you’re not behind the eight ball!
There’s no set date for the roll out of Instagram advertising for the masses. Instagram has been taking a gentle approach in an attempt to not compromise user engagement.
Instagram has been working with Australian advertisers to help create user friendly ads. There is a clear brief: ads must be creative, engaging and inspiring.
“We want these ads to be enjoyable and creative in much the same way you see engaging, high-quality ads when you flip through your favorite magazine,” the social network announced in its release of the new ads.
There is also a global vetting process with all approvals requiring the tick of approval from Instagram co founder Kevin Systrom.
The potential is huge. Instagram has the unique ability to put ads right under the nose of users in a non intrusive way. Ad’s look like regular posts without a pop up, side bar or flashing gif in sight. Another plus for Instagram is the goldmine of Facebook data they have access too. This means targeting ads to gender, age and location in the same way Facebook can.
There are many questions yet to be answered about costs, potential and return on investment. Here are some of my concerns:
However, last month instagram announced plans to launch an exciting new suite of business tools for content scheduling and measurement. Advertising management could be a part of this release.
Questions like these will hopefully be answered as the advertising roll out continues.
It would be great to see a charity featured as part of Instagram’s advertising release considering the highly engaging, life changing stories available to Australian Not for Profits.
Read this article at ProBono Australia.
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