Business

Instagram is this close to destroying itself




Photo: Gizmodo, Apple

You know what we definitely need more on social media? Influencers and ads. And lucky for us, Instagram has announced a new tool to transfer a hybrid of the two into the feed. Your Insta has never seen more #sponsored, baby!

In a blog post on Tuesday, Instagram said it would start rolling out a new way for advertisers to reach their goal goals by marketing them through influencers. According to Instagram, through this branded content, businesses have the opportunity to tell their brand stories through the creators' voices, reach new audiences and measure impact. "

The blog post said that the ads, which will be blended into users'" feeds and Stories, will be able to reach audiences who do not subscribe to the brand or creator. It is worth noting ads that are already displayed for brands that users do not necessarily follow, which you no doubt have noticed. But by merging influences with brands that probably seem to knock on your bank account, these branded content ads are supposed to work more authentic according to Liat Weingarten, Old Navy's Brand Communications Vice President.

"We" consistently look for more sophisticated ways that branded content ads to earn partner content for the right shoppers, rather than just throwing it into the social ether, Weingarten said in a statement. "Promoting content directly from an influenza's handle provides inherently more authenticity than coming from a tag handle, and we see significantly higher engagement rates using this strategy."

Instagram said the feature has been among the most sought after companies – what good for them, I guess but this update marks the last move in a slow crawl against the app's undoubtedly inevitable destruction.

Let's back up a bit Back in 2012, Facebook Instagram bought for a cool $ 1 billion (crush the competition or gobble them up, etc.). The following year, Instagram said it was going to start displaying video and video ads, and at that time wrote that it was scheduled to "start slow" and "focus on delivering a small number of great, high-quality images and videos from a handful of brands as are already good members of the Instagram community. "

This reader is not the ad that many of us see in our feeds today.

Things that make (done?) Instagram enjoyable is in a way what makes other social media hell. Because of the format, Instagram may be free of much of the inevitable toxicity, vitriol, misinformation or garbage that you look at, say, Twitter or Facebook, provided you keep your slip order tidy. You don't even need to connect to people or characters you know. The following topics and hashtags mean that you can greatly block noise in favor of a relatively enjoyable experience. It used to be that the ads were fewer and longer between. Influencers, if you can imagine, didn't even exist on Instagram (or anywhere else).

But now not only ads are approaching overkill cropping after every third or fourth post in feeds and in Stories, based on my experience – but I would argue that most do not seem "natural to Instagram as the images and videos many of you already like, as the company first said they would be. And see, I'm not here to shit on influencers, but I can't imagine that most Instagram users will be especially psyched to have even more spon-con mixed into the feed than they already see from the influencers. [19659013] Follow who pepper it through their profiles.

Do influencers really need more reach? I mean really? Many individuals are effective advertisers in their own right. And unlike the statements made by leaders, this confluence between two different types of brand marketing does not make a more "authentic" experience. That is, hawking goods and services through an influencer that users have no interest in following does not necessarily make the advertising brand ads more palatable.

These terrible changes follow what has already been a tough time on Instagram. Facebook's co-founder Kevin Systrom and Mike Krieger dipped from the company last year after bursting with Facebook CEO Mark Zuckerberg. They were replaced at the end of last year by the Facebook executor Adam Mosseri, who is credited with having a hand in developing Facebook News Feed. It doesn't look so good.

To be fair, there is nothing like a perfect social media network. And don't get me wrong, Instagram was far from infallible before this latest advertising of super ads. But man, this brings the Instagram mostly good platform – dangerous near to garbage. Big thanks to Zuckerberg, again, for making this possible.



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