Facebook-owned photo-sharing platform Instagram is testing out video ads, a rep confirms to ClickZ.
While Instagram isn’t sharing a specific launch date, the rep writes in an email that the platform is currently testing sponsored video ads with early advertising partners and plans to roll them out “the same way we’re rolling out the entire ad suite on Instagram – carefully and methodically.”
That’s no surprise to Paul Chaney, principal and founder of Chaney Marketing Group, who says, “In my experience, Facebook’s standard operating procedure is to test with a small sample, then roll out changes on a broader scale. I wouldn’t be surprised if that wasn’t the case with Instagram as well – exclusive, big brand advertisers first, then wider sample, then self-service so that small businesses can make use of the feature.”
While Instagram says it is looking at the possibility of running video ads for all of its early advertising partners, the rep says the platform will begin with the U.S.
The rep did not share specific brands involved in testing. However, Adweek recently reported Instagram’s early advertising partners include Levi’s, Ben and Jerry’s, Burberry, and Starwood.
According to the rep, Instagram selects brands for video testing “the same way we’ve selected and worked with brands on the photo ad product.”
In other words, brands must first embrace Instagram as a place to share their content in order to learn the aesthetic and be a part of the community. “We advise our partners to share images and videos that capture a lifestyle, not just a product. On the advertising side, we work together from the beginning of a campaign – from the concept phase to production to final edit before a campaign goes live,” the rep says.
Overall, it seems that video ads will simply be a natural extension to Instagram. Just as a user can utilize photos and videos to tell a story through imagery, video ads will be able to do the same.
In other Facebook and video related news, the platform also released an update for its Messenger app on April 28, which it says lets users send videos from their phone camera rolls and play videos within the app, as well as take and share photos with a single tap without leaving a conversation.
GroupM predicts that global ad spend will top $547 billion next year, up from $524 billion this year. While television will still capture the biggest share of that 12-figure pie (41%), digital's share will grow from 31% to 33%.
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