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Instagram Developing A New Format To Promote “Branded Content Ads”

"Instagram also noted that it will continue to ramp up its push to remove inauthentic activity, including purchased followers and likes, in order to clean up its platform and improve the integrity of its metrics."

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Until now, brands who wished to include popular Instagram users in their business campaigns and promotions would have to hire them despite which the posts would only reach the followers of the influencer.

Since several small and big businesses are thriving on Instagram, the Facebook-owned photo messaging app is  to developing a new format allow brands, influencers and public figures to easily come together for better advertising, spanning more people.

Announced at a “Breakfast Tuesday” for businesses and influencers, the “Branded content ads” feature comes as part of the app’s deeper strategy of connecting advertisers and creators into more formal partnerships, web portal AdAge reported late on Tuesday.

Until now, brands who wished to include popular Instagram users in their business campaigns and promotions would have to hire them despite which the posts would only reach the followers of the influencer.

The “Branded content ads” would enable advertisers to promote these Instagram campaigns just like they would any other advertisement, the report said.

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The offering will essentially be an extension of Instagram’s existing branded content tagging system – now, along with the ‘Paid Partnership’ tags, Social Media Today reported. Pixabay

“Brands are seeing that this branded content ad product sometimes help overcome challenges they have with organic branded content. We are exploring ways that brands can amplify branded content,” the report quoted Ashley Yuki, Product Management Executive, Instagram as saying.

According to Yuki, the platform had been testing these advertisements since last year.

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“Instagram also noted that it will continue to ramp up its push to remove inauthentic activity, including purchased followers and likes, in order to clean up its platform and improve the integrity of its metrics.” Pixabay

The offering will essentially be an extension of Instagram’s existing branded content tagging system – now, along with the ‘Paid Partnership’ tags, Social Media Today reported.

“Instagram also noted that it will continue to ramp up its push to remove inauthentic activity, including purchased followers and likes, in order to clean up its platform and improve the integrity of its metrics.”

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Hosting over 1 billion monthly active users, influencer marketing on the photo-messaging app is expected to be a $2 billion market in 2019, according to Mediakix, an influencer agency.

Along with Instagram, other social networking giants like YouTube, Twitter and Snapchat are also working out ways to control the market that connects brands to the known users of their platforms. (IANS)

Next Story

Instagram Now Copying TikTok, Snapchat to Promote its IGTV Feature

However, the photo-messaging app is still trying out ways to make the feature work as intended

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FILE - The Instagram icon is displayed on a mobile screen in Los Angeles. VOA

Desperate to promote its IGTV feature for posting longer videos, Facebook-owned photo-video sharing app Instagram is now copying TikTok and Snapchat with their use of Artificial Intelligence (AI) and interface design.

Depending on the tried and tested methods of the two apps, Instagram’s IGTV has ditched its category-based navigation system’s tabs like “For You”, “Following”, “Popular”, and “Continue Watching” for just one central feed of algorithmically suggested videos — much like TikTok, TechCrunch reported on Monday.

With its new design, IGTV has also moved on from its awkward horizontal scrolling design to a Snapchat Discover-like vertical “infinity grid” layout of recommended clips.

The new design showed up in last week’s announcements for Instagram Explore’s new Shopping and IGTV discovery experiences.

“The idea is this is more immersive and helps you to see the breadth of videos in IGTV rather than the horizontal scrolling interface that used to exist,” the report quoted Will Ruben, Instagram’s product lead on Explore as saying.

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TikTok has over 54 million monthly active users (MAUs) in India. Pixabay

Launched in 2018, the long-form video hub that lives inside both a homescreen button in Instagram as well as a standalone app, has failed to host lengthier must-see original vertical content.

TSensor Tower estimates that the IGTV app has just 4.2 million installs worldwide, with just 7,700 new ones per day – implying less than half a per cent of Instagram’s billion-plus users have downloaded it. IGTV does not even rank on the overall charts and hangs low at number 191 on the US – Photo and Video app charts, according to App Annie, the report added.

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However, the photo-messaging app is still trying out ways to make the feature work as intended.

Recently, Instagram started showing IGTV videos as part of the usual news feed, in order to boost user-engagement with the longer video clips. (IANS)