[vc_row][vc_column width=”3/4″][vc_raw_html]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[/vc_raw_html][text_output]This week Instagram switched on its advertising API, meaning third-party partners can now plug in and start buying adverts and planning content in an automated way.
This means marketers can now purchase and run Instagram advertising in a similar way to Facebook and Twitter advertising, through partner software including Kenshoo and Salesforce Marketing Cloud.
Up until this point advertising on the platform has been a very selective process, where Instagram has handpicked big brands to work with, including Waitrose, Rimmel London and Channel 4.
This is a huge move from Instagram, who have always been very careful about advertising on the platform. Due to the visual nature and creative community, the audience does not want Instagram to become a noisy marketplace like Facebook.
However Instagram is growing at a phenomenal rate, with 300 million monthly users worldwide, compared to Twitter’s 316 million, so why wouldn’t they look for ways to monetise it quickly and effectively?[/text_output][image type=”none” float=”none” info=”none” info_place=”top” info_trigger=”hover” src=”6394″][text_output]Sheryl Sandberg, Facebook COO which also owns Instagram, was quoted last year as saying “Our highest focus is on the consumer experience on Instagram,” – but how will they monitor the quality of the ads?
Instagram advertising will use very similar targeting to Facebook, where marketers can choose audience interests and location and can target at particular times.
Other benefits of using an API partner is the ability to schedule and publish content in advance, as well as monitoring performance and sharing access to Instagram accounts across teams.
Jamie Tedford, Brand Networks CEO and cofounder was quoted as saying, “This is one of the most anticipated moments in the evolution of advertising, and we expect the platform’s offering will continue to expand rapidly.
-By Alison Battisby, Social Media Consultant & Founder of Avocado Social.
To find out more about the latest updates, we would thoroughly recommend Avocado Social’s Advanced Social Media Workshop taking place on Thursday 3rd September 2015 in Central London. For more details and to book visit Avocado Social.[/text_output][/vc_column][vc_column width=”1/4″][visibility type=”hidden-desktop”][gap size=”20px”][/visibility][vc_widget_sidebar sidebar_id=”ups-sidebar-2″][/vc_column][/vc_row]