Instagram buys more ads

A woman wearing a black shirt walks past a wall with a shopping bag symbol and the Instagram logo.

Instagram already allows businesses to add shopping tags to post to advertise goods, but the app will now allow more ads in the Explore tab and on users’ profiles.
Image: David Dee Delgado (Getty Images)

If you are tired of ads that appear on your Facebook or Instagram feeds, in the news feed of your pages, in applications shopping sectionsor on the screen behind your eyes while you sleep (not really, but you can bet it’s coming eventually), get ready because it’s introducing new ways to get advertisers eyeballs when using Meta apps.

Tuesday blog post, the company announced that it is testing new ways for companies globally to advertise with its short-form video format, Reels. Meta said they’ve begun initial testing of four to 10-second skippable videos that play after the Reel ends. The reels are designed to loop, so the video will restart after the ad ends. Meta said that these “post-loop” ads will start specifically on Facebook, but if successful, the system could easily move to Instagram.

In addition, the tech giant said they will begin testing ads that will run horizontally at the bottom of Facebook Reels, which contain between two and 10 scrollable images. With Instagram, Meta wrote that it happened Increase the number of ads in the search tab, will cause sponsored posts to appear in a mosaic of images within different topic trends. Previously, ads were only shown in the Explore feed. The social media giant also mentioned that it is testing ads in some prolific users’ feeds after a user clicks on a post on their profile page.

The company said it wants to offer “the same personalized ad experience they use on their main Instagram feeds” with these custom profile page ads. In an email statement, Meta told Gizmodo that while profile ads appear on all public, non-teen profiles, a small test group It is located in the United States creators will so that they can get some money back for allowing ads to play on their page in the future. Creators who already have access to Instagram’s monetization tools can join, though the company added “we expect that the revenue that creators can earn from profile feed ads will be supplemental rather than a significant source of revenue.”

According to the company, the only way to opt out of profile ads is to make the account private.

Ads playing at the end of videos are nothing new, but in short form videos that are often designed to be watched multiple times, it can make more people find the whole “Reels” even more unpleasant than before. TikTok also includes short video ads in the feed, branded hashtag calls, and on the For You page. On the ByteDance-owned platform, ads often appear between videos after you’ve scrolled through them a certain number of times, but not as long as the video has had time to loop.

Although the meta hints at it Q2 earnings report Since last July, Reels claimed a 30% increase in engagement on Facebook and Instagram, the latest reports based on internal Meta documents from August The reels have very little contact. According to the leaked documents, compared to its main competitor for short video content, TikTok, the total daily watch hours for Reels is insignificant compared to their total app users. For its part, Meta has claimed that the numbers in the report are outdated and incorrect compared to existing engagement data, although they have yet to reveal any new data that could prove Reels’ success.

It was Meta’s own Q2 earnings that showed the company had 1% reported a decrease in income for the first time in the company’s history. Marketers were spending less on advertising on Meta products including Facebook, Instagram and Whats App. according to Investopedia97% of Meta’s total quarterly revenue comes from advertising, according to past quarterly earnings reports.

So it makes sense why the social media giant is going out of its way to sue advertisers. Another tool it provides is the addition of free songs from the music collection to the ad manager to help companies create more video ads. This will allow advertisers to choose a song to play over short video ads, or for the app to algorithmically choose a song based on the content of the ad.

There’s a segment of Instagram’s audience that looks back fondly on the days before ads were rolled out on the app. In the word “OG App” quickly gained popularity last month by removing ads and suggested posts from users’ Instagram feeds. Although the app was later targeted by Meta and removed from the iOS App Store, it is still available on Google Play.

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