Instagram ads: Helpful or irrelevant?

Instagram ads are a relatively new thing, and what was first an ad here and there has turned into a daily occurrence. Several brands, including GE and Ben & Jerry’s have run ads on the platform. As of right now, the only demographics used to target consumers is age and gender. However, I am confident that as Instagram advertising develops and matures, the ads will become more personalized based on consumer data.

The question right now is “What is the value of these ads?”

Some of the ads have been successful in getting thousands of likes. Michael Kors gained about 34,000 new follows within 24 hours after their first ad was published. Based on these statistics, the ads are a success. But that alone is not enough to start celebrating. Instagram has begun surveying consumers who have seen the ads, as well as a control group of those who have not, to test for ad retention and brand awareness.

I believe Instagram advertising is powerful and represents a huge opportunity to cut through the clutter. It will be interesting to see how it develops and either fails or succeeds.

Read the full Ad Age article here:


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