Last week, Instagram officially switched on its API for ads, making it possible for just about anyone to easily purchase ads on the photo-sharing social network. Advertisers can now buy through tools that plug directly into the network, such as Salesforce, Brand Networks, and Ampush. Previously, Instagram has been quite cautious in rolling out its ad products, selecting only a handful of brands to advertise on its platform.
What Brands Should Do
Instagram has quickly grown popular among marketers and brands for its visual-first nature and high user engagement. Its mobile ad revenue is estimated to reach $2.8 billion in 2017, potentially surpassing other digital ad giants like Twitter and Google in the U.S. market. For brands, especially those in visual-dependent verticals like fashion and cosmetics, or those seeking to reach a younger audience, that wanted to advertise on Instagram but got discouraged by its long, complicated buying process before, now is the time.