In June, Instagram announced it would make advertising available through an Ads API and Facebook ad buying interfaces in the ensuing months, in an effort to open up ads to businesses of all sizes. It said it would open API access to a select group of Facebook Marketing Partners and agencies first, and would expand it globally throughout the year.
On Tuesday, the API Partner program launched. Whereas in the past, advertisers would have to work directly with Instagram sales people. Now, they don't. They can start advertising on Instagram as they've been able to do on Facebook and Twitter.
Make no mistake. This is big. In fact, it's even been referred to as "one of the most anticipated moments in the evolution of advertising."
Business Insider shares a statement from Instagram: ""The Instagram Ads API will help us make ads more relevant to the community, serve more diverse business objectives, and make buying on the platform easier for advertisers. We started working with a group of Facebook Marketing Partners a few weeks ago and they've brought great experience and technological savvy onto the platform. We'll continue to build upon the Instagram Ads API in the coming weeks and months."
Third-party API partners already on board include Salesforce, Hootsuite, Kenshoo, Ampush, Nanigans, SocialCode, Brand Networks, Unified, and 4C.
"The integration allows marketers to use Social.com for managing advertising campaigns at scale, Active Audiences to unlock and sync CRM data in Salesforce to optimize advertising and Social Studio for publishing, engagement, customer service, and analytics," a spokesperson for Salesforce tells us about its us of the API.
“Instagram is the mobile marketer's platform of choice for a highly engaged and growing audience," says Jesse Pujji, CEO and co-founder of Ampush. "It presents a great opportunity to deliver in-feed, mobile advertising at true scale with its user base of over 300 million monthly active users. AMP's integration with Instagram will allow our customers to advertise across a visually dynamic environment for consumers with a highly active community. Our strategic and in-house creative expertise, paired with our marketing solutions, delivers a unique ability to bridge audience engagement with revenue."
Instagram has over 300 million monthly active users. Beyond the API, Instagram has been doing more to improve its ad offerings including direct response that enable users to buy products or download apps, and expanding targeting options. More on all of that here.
Image via Instagram