The Explore page will soon be featuring ads, too.
Instagram Explore ads are making their way to the Facebook-owned social media platform, Instagram recently announced. Explore is where the social media’s users go to discover new content that connects them to their interests.
Eighty percent of people follow a business on Instagram.
According to the official announcement made by Instagram, 80% of people follow a business on Instagram and Explore can help them find the next business or product that they might love.
“Brands are an important part of the Instagram experience for people,” the announcement said. “Whether it’s shopping, catching up on stories of discovering the latest trends, we see people actively looking to connect with brands they like. That’s why, over the next few months, we’ll be introducing ads in Explore feed.”
The Instagram Explore ads won’t appear on the Explore grid itself. Instead, they’ll appear as soon as the user taps on an Explore post and starts to scroll through the discovery feed.
The Instagram Explore ads will be photos and videos.
Users will see ads as part of their Explore experience as they currently do with their regular browsing experience in the main feed. The advertisements that appear in the Explore discovery feed with be photos and videos and users will reportedly have control over the ads that they see.
Instagram says that this new addition to the platform is an opportunity for advertisers to be a part of what is “culturally relevant and trending” while reaching new audiences who are seeking to find something new and who might become meaningful customers.
That being said, not all users are likely to be thrilled that Instagram is upping its mobile marketing strategy. The social media platform is already loaded with ads, no matter where users turn. Beyond the main feed, ads are also in Stories. While the company certainly depends on ads to run, including more could make the experience less authentic for users.
That being said, while IGTV scored the first Explore ad, the goal is to open up the Instagram Explore ads to everyone over the next few months.