Carly Carson Weighs In On Instagram Explore Ads
With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.
This week Facebook announced it will roll out ads in Instagram’s increasingly popular Explore tab, which is used by approximately 500 million people monthly. While it shouldn’t surprise anyone that Facebook is monetizing one of Instagram’s most successful features, several publications shared insights from PMG’s director of social media, Carly Carson, that advertisers should keep in mind. Below are excerpts of the guidance provided.
In order to make the most of Instagram’s new initiative, “brands will need to strongly examine their video strategy as it pertains to their advertising efforts.”
“Video has proven time and again to be more compelling for users and lucrative for advertisers. Given the Explore feed’s prioritization of video, it will be important for brands to find ways to make their video assets stand out in a sea of photos and videos.”
“By ensuring ad targeting aligns well with video content, the Explore ads will feel contextually relevant to users who are exploring topics that are interesting to them.”
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