Facebook has long used an advertising model users dislike, but advertisers go for.
Now, Instagram (owned by Facebook) has announced that it will roll out in-feed ads in the next few months. Ads will start in the U.S., but the model is on its way to other countries, including Canada.
Instagram is well-aware that users don’t like ads, so it will “start slow.” It says users can expect “beautiful” and “high-quality” photos and videos from brands they don’t follow but that “are already great members of the Instagram community.”
This August, Facebook launched its program Grand for Good, aimed at SMEs. The six-week initiative paired small businesses in the Greater Toronto Area with leading media agencies like Mindshare, PHD Network Canada and Starcom Mediavest Group. Each small business/media agency team will be given $5,000 in Facebook advertising credits to grow their business’ presence. The goal: to prove to small businesses that Facebook can be a powerful marketing weapon–one worth paying to wield.
Instagram is much the same as Facebook when it comes to options for your business’ presence. You can create a page or account for free and push content out to anyone interested enough to follow you. And, soon, like Facebook, you can pay to amplify your presence, pushing content out to users who don’t follow you.
Big brands like Oscar de la Renta and Coca Cola have been very successful on Instagram–for free. There’s no reason why smaller companies couldn’t achieve the same level of branding and marketing success.
But would you be willing to pay for it?
What do you think? Would you pay for a presence on Instagram?