Well, essentially, by opening up the API (a programming interface that allows 3rd Parties to plug their software into the platform) to other partners, guys like us can finally start buying Instagram ads and planning/automating campaigns on the platform. All of this in tandem with platforms like Facebook and Twitter.
Previously, only truly invested companies could hope to buy some ad space on Instagram. Not only was it a bit of a pain (requiring negotiating with an Instagram rep directly, huge amounts of planning and a fairly hefty budget) but it was also hard to integrate and cross promote this campaign with your other social channels.
So it seems Instagram is now ready to start ‘making it rain’ over in their Californian offices, with some analysts predicting over one billion dollars of advertising revenue by 2017 (a little high in my opinion but still!). In the same month we’ve also seen the launch of the new “Shop Now” buttons and other messages for advertisers to link outside the app, great for all our retail clients. On top of that, earlier this year, Instagram introduced “carousel ads,” allowing marketers to fit more images into one single ad. Fantastic when you have some really great imagery to show off.
Currently Hootsuite, Kenshoo, Brand Networks, Salesforce Marketing Cloud, Unified, SocialCode, 4C, Nanigans, and Ampush are all involved so it’s really just a case of picking your favourite. At Baber Smith we’d usually side with Hootsuite but like I say the choice is yours. This is only the beginning, though, with more partners slated to join further down the line.
This new development opens up a whole new platform to our clients and should you wish to know more or get some ideas for a great social campaign, don’t hesitate to get in touch. Don’t be a stranger now!