August 22, 2014, 10:15 AM

Instagram makes itself more advertiser-friendly

The image-focused social network rolls out a series of analytic tools that aim to demonstrate to advertisers that their ads work.

Lead Photo

Instagram is making its platform friendly to marketers by rolling out a suite of tools aimed at helping them better understand how they’re building brand awareness and driving sales.

The campaign monitoring tools come about 10 months after Instagram launched an advertising platform.

An ad insights tool, for example, will let advertisers track an ad’s performance using metrics such as impressions, reach and frequency. An account insights tool will show marketers how they’re building brand awareness by providing them the impressions, reach and engagement of their non-paid posts. And a third tool, called ad staging, will let advertisers preview, save and collaborate on advertising creative materials for upcoming campaigns.

The tools, which will be available to all advertisers, aim to help marketers understand how they can better use the platform. For example, using the tools a marketer could see how shoppers respond to each of its sponsored photos or it could determine the best time of day to post a photo or video.

“At Instagram, we’re always looking to inspire and empower brands to create beautiful and engaging imagery that resonates with our community of more than 200 million worldwide,” the social network writes in a blog post. “We’ve heard from brands that having more insight into how people engage with and respond to their photos and videos is an important part of evolving creatively.”

The rollout of the tools comes in the wake of Facebook, which owns Instagram, testing how consumers respond when they see an ad on Facebook from the same advertiser whose ad they saw on Instagram.


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