Instagram added search ads back in March, allowing brands to display their promotions based on keywords used in a search query in the app. Content discovery always plays a major role on social platforms, so the opportunities Instagram is potentially tapping into with this update could be significant.
Looking for Ads?
With this new update, third-party social management platforms can facilitate Instagram search ads creation, providing another means to help more marketers tap into rising opportunities in the app.
“The ‘Instagram search results’ placement option will be available via the current Marketing API endpoint you may already be familiar with, through the addition of the INSTAGRAM_SEARCH placement option. With this new addition, you will be able to update your app to enable your clients to create and preview ads in Instagram search results via API.”
This update will also enable ad analytics, so platforms like Hootsuite or Sprout Social, for example, will be able to provide full ad analysis and creation capacity within their management apps. Now analytics, regardless of what kind of business or what platform you’re on, will always be an important asset – analytics is basically a catch basin of first-hand insight, which is the closest anyone can come to directly hearing from each consumer. Marketing-wise, it’s a good move for Instagram, given how consumer insight is one of the primary driving factors behind sales performance.
It could be a handy addition, which might just get more brands to try out Instagram’s new Search Ads placement. Furthermore, expanding API access, especially to third parties, regardless of however major an update it may be, is increasingly growing rarer, as most platforms would opt to charge for access instead of freely offering it.