Facebook continues to explore more avenues to make more cash through ads as the social media behemoth brings ads to Explore tab content. Instagram is already a huge success as far as daily active usage—and its Explore tab is one of the reasons people use the app every day. So, Facebook wants to further explore the possibility of making more money through the ephemeral photo-sharing app, and the Explore tab content offers the best opportunity for now.
“Whether it’s shopping, catching up on stories or discovering the latest trends, we see people actively looking to connect with brands they like. That’s why, over the next few months, we’ll be introducing ads in Explore feed,” Instagram announced in a blog post.
However, Instagram won’t be forcing ads down your throat right on the Explore grid, but would instead show them [ads] after you have tapped into a post and then start scrolling through similar pictures.
Like Instagram said in a blog post, Explore remains one of the best places where people can find all kinds of things they need including shopping, connecting with people, businesses, and creators among others.
“More than 50% of accounts on Instagram use Explore every month.1 It’s where people go when they want to see photos and videos related to their interests from accounts they may not already follow.”
That said, Instagram wants to do it in a way that people won’t feel offended when they start seeing ads. While explaining the new move to Josh Constine of TechCrunch, Instagram’s director of business product marketing Susan Bucker Rose said she believes that ads will feel natural to users since they come to Explore “in the mindset of discovery. They want to be exposed to new accounts, people, and brands.”
Ads in the Explore tabs will be rolled out gradually in the coming months. Once you tap on a photo or video in Explore, you may start seeing ads as part of your browsing experience the same way they appear in the main feed. The good thing, according to Instagram, is that you have control over the ads you see.
Earlier this June, Instagram announced that a change that will let advertisers put more “influencer” ads in your feed will be rolling out. While this would widen the reach for brands, it may spark concerns among users because some of these ads are so annoying.
What that means is that you will start seeing sponsored posts for influencers whether you follow them or now. Sort of putting things out of your control, which for me is not the reason why people joined Instagram in the first place. That said, it is a move that will benefit brands in so many ways.
Instagram said every promoted post will be tagged “Paid partnership with” in order to encourage transparency. Brand name will also be placed on such post; again, this is to encourage ads transparency.
Brands say they see this new way of promoting products through influencers as having more credibility since organic content reach is no longer as effective as it used to be.