A social media force to be reckoned with, Instagram is the latest target for advertisers wishing to reach the app’s millions of worldwide users.
After introducing a video option in October last year, Instagram is now allowing advertisers to utilise the feature.
L’Oréal and Qantas were the first two companies to embrace the advertising tool, launching brand videos on the platform.
The cosmetic giant ventured into video with Maybelline, with the brand’s head of digital Christophe Eymery telling AdNews: “We know that video is performing really well for us because it’s a format that can transform an emotion in a more powerful way than a still image, and that it can be very complementary to a still image campaign as well. So with that knowledge, we’ve been exploring multiple options [within the app].”
Eymery firmly believes Instagram videos is the next step in digital advertising, saying: “And now going into the video space is really the next step to utilise the format that we’ve known had been the most successful to connect with consumers. We’ve done it via TV and we’ve done it via digital advertising for a long time so[Instagram video] was a natural evolution.”
