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A Look at Ads on Instagram

blog.instagram.com

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Re: A Look at Ads on Instagram

#3

Post by wmeredith »

This is a really good looking ad. Do you know what the problem with ads like this is? They don't work. Ads that don't stand out, that blend into a seamless UX that allows a person to navigate a content company's media platform quickly in a goal-orineted manner; they don't fucking work. They get ignored.

So the marketing company or the sales dept turns up the juice a little bit. They allow them to stand out a little more. They give them special bells and whistles the user created content doesn't have. They let them animate, float over content or auto play video or sound.

Why? Because it makes the product a little better for the customers: the advertisers. Instagram, just like their Facebook overlords, are now in the business of making their product as good as it can be for the advertisers while keeping the users just happy enough not to leave.

I really dislike this cycle in the startup world. I don't know a good way around it. I'd like to see someone disrupt that.

Re: A Look at Ads on Instagram

#4

Post by loceng »

The ads that get results won't be a subtle as this, and without that subtly you'll start to hurt positive metrics - it's the game where users expect 100% value towards them, and you must play it to win otherwise they are mobile and will simply use a new service.

Re: A Look at Ads on Instagram

#5

Post by madh »

aram wrote: post #2

It was expected, especially after those articles showing how Instagram has been used as a selling platform on Middle East[0]. [0] Just one of them: http://www.digitalks.me/social-media-marketing/instagram/how...

Apparently it has also been used as a platform for selling guns: http://www.thedailybeast.com/articles/2013/10/22/people-are-....

Re: A Look at Ads on Instagram

#6

Post by kelnos »

I would gladly pay some yearly fee to be able to use Instagram (and most of the services I use often, really) ad-free. I really wish this was an option.

I assume either a) it's prohibitively expensive to implement such an ability based on how much revenue they expect vs. lost ad revenue vs. lower user engagement due to ads lessening the user experience, b) people are less willing to pay to put ads on your service at a given price if there is a segment of your user base that is guaranteed not to see them.

Re: A Look at Ads on Instagram

#7

Post by jrockway »

wmeredith wrote: post #3

This is a really good looking ad. Do you know what the problem with ads like this is? They don't work. Ads that don't stand out, that blend into a seamless UX that allows a person to navigate a content company's media platform quickly in a goal-orineted manner; they don't fucking work. They get ignored. So the marketing company or the sales dept turns up the juice a little bit. They allow them to stand out a little m…

I'd like to see someone disrupt that.

Ads are the only form of micropayment that is currently widely-available. If you solve the micropayment problem, you have a chance of shifting control from advertisers to consumers. I'd pay $0.001 to read your blog post.

Of course, many companies like to double-dip, like the NYT with their subscription charges and ads, so I think ads are going to be around for a long time.

Re: A Look at Ads on Instagram

#8

Post by kyro »

It'd be interesting to see them monetize on user content. With all the pictures of cups of java, bowls of salads, plates of sushi and other food items that are geotagged, Instagram could start including ads for promotions at these restaurants or similar highly rated restaurants near me. I'd find that sort of advertising useful and enjoyable.

Re: A Look at Ads on Instagram

#9

Post by pwhython »

I just invented something (probably not). Voluntary Ad Photo Submissions™. Someone takes a photo of their friend drinking Pepsi. Posts it, tags the advertiser: @pepsi. Use a hashtag, whatever. Pepsi looks through their submissions, selects a photo they like and uses it for their Instagram ad campaign. BAM. Now it's a game. The "winner" is popular, they get the likes. Pepsi gets tons of free advertising from everyone posting Pepsi photos.

Re: A Look at Ads on Instagram

#10

Post by kepano »

So the bait-and-switch begins.

There are a number of startups including Nitrogram, Olapic and Pixlee who seem to be doing well selling analytics, user-generated content, customer service tools and branded contests based on Instagram. Those business models seem like a much better fit for the platform.

Sad to see Instagram take the lazy route.

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