Instagram is bringing ads to its Explore tab “slowly and thoughtfully”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 27, 2019, 7:24 AM UTC

A broader rollout is expected over the next few months.

Facebook-owned app Instagram is looking to feature ads in the Explore tab. Instagram would be testing the ad slots first before introducing it to “a handful of brands” over the coming weeks said Susan Bucker Rose, director of business product marketing at Instagram.

The social platform has defined the introduction of ads to Explore as being done “slowly and thoughtfully” with a broad rollout expected in the next few months. Brands would be able to buy the ad slots through Facebook’s ads manager and the API they use for buying space on Instagram feed and Stories.

These ads will appear after a user has tapped into a particular post and then happens to be scrolling through similar imagery.  The article notes that about 80% of the users on the platform follow at least one business on Instagram.

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