Instagram has begun to show ads in the Instagram feeds of UK users, in a bid to make the photo-sharing app into a ‘sustainable business’.
The social network will begin showing native ‘high-quality’ sponsored ads from selected brand partners including Channel 4, Sony Music and Waitrose.
The ads will be rolled out slowly on the main feed of the application alongside a sponsored logo. The network allows users to hide an ad and provide feedback about why they didn’t feel it was relevant or right for them.
However the company promises it will continue to focus connecting and inspiring its 200 million monthly users.
James Quarles, global head of business and brand development at Instagram, said: “People come to Instagram to express their creativity and to be inspired, and businesses have always been a meaningful part of that experience. Our teams have partnered closely with a handful of brands who are already great members of our community in the UK to create beautiful sponsored images. We want ads on Instagram to be as engaging and high-quality as the experience of flipping through a favourite magazine.
“Images are fast becoming a primary way that people communicate – both the everyday and the spectacular. Our aim is to help brands create ads that feel as natural to Instagram as the photos and videos people already share and enjoy.”
Meanwhile, Niamh O’Reilly, senior director digital at Sony Music, said: “We are very excited to be working in partnership with Instagram on this launch. Many of our artists are active members of the Instagram community, as are their fanbases, offering us a unique opportunity to explore new and innovative ways of connecting the two.”
