Instagram opened up its advertising globally last September and according to figures supplied by the social network, 75% of its advertisers are outside of the US and operate in more than 200 countries. Quarles said that Instagram has become “a valuable place for discovering businesses around the world”.
He explained: “Instagram is now the “look book” for brands people love and the shop window for small businesses on mobile. We are excited to welcome 200,000 advertisers to the platform because the more diverse our advertiser base, the more relevant we can make the ads that people see.”
The brand, however, added that there is still more to come and that Instagram will continue to evolve its ad capabilities.
“This is just the beginning of what advertisers can do on Instagram. As we continue to expand our advertising formats and offerings, we’re excited to see how businesses around the world connect with consumers on Instagram to grow their companies,” the company said.
In its statement the brand was also keen to highlight the success of its ad platform for smaller businesses, stating London-based watch company Shore Projects as an example.
“With the success of their campaigns targeted to people in key regions, they’re now shipping to more than 100 countries—with retailers around the world selling their watches in store,” the brand said.
A user survey by the company conducted in November 2015 showed that people come to Instagram to be inspired, which “includes inspiring content from businesses”. According to the survey, 60% of users say they learn about products and services on Instagram and 75% say they take action after being inspired by an Instagram post — like visiting a website, searching, shopping or telling a friend.
The importance of Instagram
In January, Facebook, which owns Instagram, talked up the importance of the social platform. Speaking on an analyst call, Facebook’s chief operating officer Sheryl Sandberg argued that Facebook (with 1.44 billion active mobile users) and Instagram (which has 400 million active mobile users) are now “the two most important mobile advertising platforms in existence”.
“Heading into 2016, it is clear that consumers have now shifted to mobile and business must know they now need to catch up. Marketers are realising if they want to reach their customers where they are then mobile is essential,” she said.