Instagram Advertising to Expand to All Businesses

15 June 2015

Until now, Instagram advertising has only been available to a small number of large businesses. However, the site has now announced that, through the course of this year, the opportunity to advertise on their image-based social network will open up to all businesses.

In addition to the increase in the number of brands that will be able to use Instagram advertising, there will also be more formatting and targeting options made available, through the Facebook advertising interface.

Instagram says, “People want to connect with businesses of all sizes on Instagram, from their favorite local clothing stores and restaurants to the largest brands in the world. To give all businesses the opportunity to reach the right people, we are working to make Instagram advertising available through an Instagram Ads API and Facebook ad buying interfaces over the coming months”.

The new format options that will be made available are not described in detail in Instagram’s announcement, however the site promises a future with ads that can serve multiple functions in a brand’s advertising strategy. Instagram is taking into account the range of reasons for a business’s possible use of PPC ads, so will incorporate conversion goals such as signing up to a website, making a purchase or downloading an app.

The new targeting capabilities of Instagram ads will also be popular with many potential advertisers. Until now, the only demographic targeting options available have been gender, age and location, whereas once the ads are fully integrated with Facebook ads, Instagram “will enable advertisers to reach people on Instagram based on demographics and interests, as well as information businesses have about their own customers”.