Instagram has launched a new form of advertising
The source of the article is . . adage
Author . . Garrett Sloane
Compilation . . Kristen
Instagram is developing a new form of advertising that allows brand owners to directly become sponsors of content pushed by KOL or Agency.This way of delivering pushed content directly as ad content is also one of the solutions for creating more collaboration models for advertisers and creators.
Facebook-owned platform Instagram pushed this new form of advertising at Tuesday's breakfast for KOL, which has a large fan base on the platform.
Previously, brand owners could only hire KOL to participate in advertising campaigns or create branded advertising content, but that content could only be seen by their fans. This new form of advertising, can let the brand owner directly KOL pushed content as advertising content. Ashley Yuki, Instagram's head of product, saysInstagram has been testing ads since last year, and brand owners have found that this form of advertising seems to overcome some of the shortcomings of branded content and help expand the impact of branded content.
In 2017, Instagram launched its first brand content tool to support KOL's non-public relationship with brand owners in promoting its products, and KOL's relationship with brands has been a thorny issue for such platforms.
Instagram helps creators brand content and publicly publish which advertiser sponsors it. In a brand content partner project, brands cannot take possession of KOL's published content, let only invest in published content, and expand their audience.
The partnership isn't currently available to all Instagram users, but on Tuesday U.S. time, Facebook announced that everyone can join the partnership. Instagram currently has more than 1 billion monthly users. Agent Mediakix estimates that Instagram KOL will be marketing $2 billion in 2019. Major platforms such as YouTube, Twitter, Snapchat and Instagram are trying to find market-controlling opportunities to connect brands with KOL.The advertising industry requires platforms to be vigilant about false traffic issues and provide more accurate measurements. If KOL had zombie powder, the brand would not be willing to work with it.
Oliver Yonchev, general manager of Social Chain USA, which has worked with Amazon and DreamWorks on KOL marketing, said the brand's efforts would not be rewarded if it spent money to work with KOL, which faked traffic.
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