As a marketer you are probably already aware of the huge power and influence of the Instagram platform.
Instagram offers several placements when it comes to paid advertising – Story ads and the Instagram feed.
But last year, Instagram launched a new placement.
The Explore feed.
The Explore feed of the Instagram app is basically a feed that allows users to find images and videos relevant to their interests.
Instagram’s algorithm will determine which content is valuable and personalized for you.
This can include:
Posts with a high engagement
Posts that people that you follow have liked
Accounts that are similar to the ones you follow
You can scroll down within the feed or you can select different categories according to your interests.
There are also several topic tabs at the top for you to choose from, that will display images and videos related to those specific themes.
So what do Instagram Explore Ads bring to the table?
- Users scrolling through the Explore feed are already in a discovery mindset and therefore they are more open to receive sponsored ads.
- You will be reaching audiences which are actively looking to discover something new.
- Your ad will be shown among other content which is culturally relevant and trendy.
It is important to mention that Instagram Explore feed ads don’t appear on the Explore feed itself.
Instead, ads will appear after a user taps a photo or video.
And once is clicked, that photo or video will expand to full-screen.
After that, the user will be able to scroll through another feed full with similar content to the image that was first selected.
This feed is where Explore ads appear, in the same format as standard Instagram feed ads.
Another important characteristic of Explore?
The placement cannot be selected by itself, you must also include the Instagram feed placement.
You don’t have to include Instagram Stories, but is highly recommended to include all three.
Are you already using Instagram Explore ads?
If you are spending over $500 a day and you want to scale your brand
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Until next time 😉