Instagram boasts 300 million active monthly users who spend an average of 21 minutes a day on the site. Today, the popular photo sharing service announced sweeping changes to its 18-month old advertising scheme in an effort to monetize all those loyal sets of eyeballs. In a blog post published Tuesday morning, Instagram laid out its plan: put more ads in more formats all over the place. The company is essentially opening its platform to any and all advertisers, rather than the select partners it’s been pairing with during the past year and a half long pilot project.
Specifically, “direct response” ads will now integrate action buttons that will prompt viewers to click through and buy, subscribe, or install whatever the ad is hawking. Instagram hinted at this feature back in March but made it official today. On the back end, Instagram is granting advertisers more granular data on users than the standard age, gender and location metrics they previously had access to. This will empower advertisers to more accurately target their desired demographic groups.
Filed under: Internet