Instagram is one of the most popular social networking apps around, and it offers a great way for marketers to show another side of their brands by producing short, humorous videos. Up until now brands needed customers to follow them on Instagram to see their videos, but that’s changed. Instagram has begun accepting video advertising. Hold off, though, because it won’t accept just any ad.
Instagram doesn’t want video ads to spoil the unique feel of an Instagram feed, so it spent six months developing the video ad experience and working with advertisers. If they want in, advertisers have to forget about repurposing TV or online commercials. Team Instagram wants fresh content only, preferably spots that blend in with an Instagram feed.
Disney, one of the first advertisers, is using Instagram video ads to market its upcoming movie Big Hero 6. Its videos show the movie’s characters posing as if they’re taking selfies.
Other companies jumping into Instagram video ads include Lancome, CW, Activision, and Banana Republic. CW is using the platform to promote The Flash, showing a newly created clip that feels like it was shot on a phone. Banana Republic has created a video showing a fast-motion sketch of new fashions.
Instagram’s targeting features aren’t as advanced as YouTube’s, but advertisers can still target by age, gender, and location.
Scroll down to watch a few of the first-wave Instagram video ads.