Instagram will start running paid ads to Aussies in no time.
The photo sharing app started experimenting with its paid ads program in the US from November last year. Later on, the paid opportunity is also rolling out in the UK with brands including Starbucks, Sony and Cadbury scheduled to be the first. In the UK, the brands followed the global deal with Instagram back in March. It is unknown whether this deal will be the similar case in Australia. At the time the deal was said to be worth $100m.
The similar condition is set to happen on Australia over the coming weeks. A number of agencies are thought to be involved in creating paid Instagram content for brands. However, the Facebook-owned “visual” social media app is said to be being even stricter on the creative direction to keep content premium and attempt to avoid a backlash over ads appearing in users’ News Feed.
On the other hand, Instagram premium posts did run into problems in the US. One of the first brands to run paid content on the platform, McDonald’s, faced a barrage of negativity from users unhappy about the lack of targeting for the ads. The posts attracted likes in the thousands, but also a high volume of negative comments.