This week, Instagram unveiled two new advertising channels; Reminder Ads, which is now available, and ads in search results, which is expected to launch in the coming months. Reminder Ads is designed to help advertisers build awareness, anticipation, and consideration for upcoming events, by sending consumers three reminders; one day before, fifteen minutes before, and at the time the event happens. The company is also testing putting ads in search results, to reach people actively searching for businesses, products, and content.
Instagram is facing a weak ad market and pressure from TikTok. On the plus side, the platform is providing marketers with the highest Return on Investment (ROI) compared to other social media sites, but TikTok and its users have the edge in terms of average revenue per user and time spent on the app. There is a risk of oversaturation as ads are already present in the Explore page, Explore feeds, Reels, Stories, user profiles, and more.
It will be interesting to see how these new changes affect the success of Instagram as a platform, and how it will continue to compete with TikTok and other social media sites in the future.
Originally reported by Martech: https://martech.org/instagram-unveils-two-new-advertising-channels/
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