BEIRUT: It’s clear that Instagram is not going to slow down with its updates and new features anytime soon. The platform has been releasing substantial amounts of new features every month and its latest rollout is likely to attract more advertisers and Wanna-Be-Instagram-Famous (I bet you know many of them). So, what should we expect in the coming few months?
When they first introduced business profiles, analytics and the ability to promote posts back in May of 2016, businesses and brands were stunned by the feature and users were puzzled by the amount of sponsored posts circulating in their feeds. The ability to promote content lets you turn well-performing posts into ads right within the app—helping you connect with even more customers. You can pick a post you’ve already shared on Instagram and add a button encouraging people to take action; call your business, learn more information on your website or even drive them to purchase an item that you provide. You can select a target audience or allow Instagram to suggest targeting for you. After that, your post will be promoted as an ad for any length of time you choose but the engagement (likes/comments or video views) are not counted onto your original post. The company assigned a “promotions” section where you can track the performance of your ads.
When first introduced, many businesses complained about the fact that the engagement was not counted under the original post and suggested that the company updates its rules to make it similar to when promoting on Facebook. It seems that Instagram is a good listener. On June 1st, 2017, the company announced a major update; when you create a promotion, all your likes and comments will now be shown in one place, instead of being split by post. In other words, paid promotions and all the engagement you’ve received before will be added back to your original posts. (see picture below)
The fact that engagement (likes and comments) will be counted in one place and exposed to the public rather than kept private will encourage more brands and advertisers to update their marketing strategies and boost their content on Instagram through paid reach and impressions.
Fasten your seat belts people, a tsunami of ads and sponsored posts will swamp your feed either from a “brand” that you don’t care about, a person who considers himself a “public figure” or even a puppy owner who aims to reach out to his community. At the end of the day, only Instagram is the beneficiary of such an update. What do you think is coming next? Share with me in the comment box below!
An-Nahar is not responsible for the comments that users post below. We kindly ask you to keep this space a clean and respectful forum for discussion.