It seems like most articles covering Instagram ads inevitably embrace the mindset of the-public-hates-ads-on-Instagram. Whether they're pointing out the *shocking* details that users hate the new sponsored posts or telling readers to get over it, there's a lot of negativity surrounding this topic. Instead of rehashing the glory days of Instagram's ad-less experience, let's take a minute to appreciate the sponsored posts as they are — because all the ones I've encountered are amazing.
Instagram ads create a unique brand to consumer relationship
The beauty of Instagram ads is their unobtrusive nature. My stream is occasionally clogged with pointless food photos — often making me rethink why I follow certain people — but the majority of what I see are fun photos from friends and brands. When I was flipping through the app on my train ride to work I saw this cute Ben and Jerry's photo (left). I didn't think twice and kept scrolling.
Then I realized: I'm not even following Ben and Jerry's.
The ad fit so naturally inside the stream I'm used to viewing that I didn't initially question what it was doing there. In fact, it aligned so well with what I'd like to see when I'm browsing photos that I wound up following the brand.
But what really makes ads like these special is the lack of a CTA. There are no links to click, no immediate calls of "follow us for more!" — it's simply great content that speaks for itself. And maybe next time my sweet tooth is craving for some dessert, I'll choose Ben and Jerry's without a second thought.
What's your take on Instagram's new sponsored posts? Sounds off in the comments!