Instagram Tests Placing Ads in Search Results
Meta announced plans to test and launch a new advertising channel that could shake up social advertising plans for brands looking to reach Instagram users.
The social network says it is testing ads in search results for products, content, and businesses. These ads will appear in the feed people scroll when they tap into a post from search results. The paid placement results will include a "sponsored" label under the account name.
Image source: Instagram
Meta says it's planning a global launch of these ads in search results in the coming months.
Since 76% of internet users ages 16-62 use social to research brands and products, this new option is a potential game changer. For CPG brands spending on Instagram, these search results ads can offer several advantages for brands, including:
Increased visibility: Placing ads in search results can increase the visibility of a brand's products or services to potential customers actively searching for related content on Instagram.
Expanded targeted reach: Instagram's search function allows targeting based on user interests and behaviors, which can help brands reach a more specific audience likely to be interested in their products or services.
Higher engagement: Users who search for specific keywords on Instagram are typically more engaged than those simply scrolling through their feed. Placing ads in search results can help brands capture the attention of these highly engaged users, who are more likely to convert on the ad.
This may not be received as great news for Instagram users since it means more ads in more spaces across the platform. And Facebook’s search results placement has had mixed reviews when it comes to performance, so we’re keeping our eyes on how the algorithm optimizes on Instagram.
Our performance media team has these tips for brands:
Since this will be a new feature to Instagram, they'll want it to work for advertisers, so brands should start using it right away - there’s almost always a early adopter cost advantage to brands in new media channels.
Consider both the targeting and the content placed to ensure it's helpful and engaging rather than advertising noise.
We expect disproportionately strong results for clothing and beauty brands already successful on Instagram.
The takeaway for CPG brands advertising on Instagram? If executed correctly, the addition of ads in search results on Instagram will be a new opportunity to connect with potential customers in a highly targeted and engaging way.
Ready to talk about your social media advertising strategy? Schedule a 15-minute consultation with us!
