‘We closely monitor people’s sentiment’: Instagram on new explore and profile ad surfaces
Instagram Australia has launched new ad surfaces and tools for brands, introducing features including music optimisation for reels, ads in explore and profile feed, AI multi-advertiser tool and AR ads.
The platform’s parent company, Meta, reported a 1% drop in revenue in its Q2 2022 financial result, which was attributed to a “weak advertising demand environment” and “broader macroeconomic uncertainty” in the report.
The new ad surfaces came after Instagram users already complained about the platform change of TikTok-like home feed layout and pivot towards reels and ads earlier this year.
On how the platform is planning to protect user experience against more ad placement, an Instagram spokesperson said: “We closely monitor people’s sentiment – both for ads and overall commerciality – to ensure we’re delivering the best experience. ”
The new ad spots include the spaces on the explore page. Explore home, the grid that people see when they first arrive on the Explore tab, will now feature ads to reach people as they discover new content.
The platform is also testing ads in profile feeds for non-teen, public profile, which people can scroll through after visiting another account’s profile and tapping on a post. Ads in profile feed will allow advertisers to expand their reach using existing feed assets.
As a part of this test, Instagram is experimenting with a monetisation opportunity that allows eligible creators to earn extra income from ads displayed in their profile feeds. Instagram said that this is a partnership with selected US creators at this stage, with no additional expansion plans right now.
Explaining the mechanism, Instagram said: “Ads are targeted to users in the same way they are targeted to them in the Instagram home feed, meaning different ads will appear for different users. There will be a disclosure informing users that the creator did not select the ad or advertiser.”
AI-supported multi-advertiser ads will also be made available for businesses to be discovered by people who have recently engaged with relevant business content in feed. When someone expresses commercial intent by engaging with an ad, Instagram will deliver more ads from other businesses that may be of interest, powered by machine learning.
The updates also include an open beta of AR Ads, available both in feed and Stories, offering an immersive augmented reality ad experience, powered by Spark AR.
The platform is also rolling out free songs from the Meta Sound Collection library that can be added to Carousel Ads on Reels.
“We are really excited to announce these new features and ad formats,” said Will Easton, managing director, Meta Australia and New Zealand.
“We’re continuously looking at new innovative, unique, and powerful ways to help advertisers and brands get discovered and reach new audiences across the app. These new ad formats and tools aim to help brands tell their own story, reach new and existing customers, whilst driving meaningful growth across their businesses.”
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Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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