Ever notice how Instagram ads disappear into your feed? Amongst social media advertisements, Instagram has figured out how to employ the least disruptive ads to its users. In fact, many users are unaware that they’re there. Right there on your feed, between your best friend’s recanted weekend at the Poconos and your high school sweethearts new beau, there’s an advertisement for a pet groomer that you didn’t even notice.
Today’s marketing and advertising is moving towards deep-rooted social and visual commerce. -Aimee Millwood
According to Aimee Millwood in her article, “Instagram Advertising in 2017“, one of the top tips today’s marketers should keep in mind is the concept of “blending-in” rather than sticking out. The key is to make users feel like your advertisement belongs there.
Another key point to consider is that while the art of “blending-in” is important, it’s crucial that marketers don’t get too carried away. Consumers can smell an ad from a mile away, and if it’s too “market-y” they’ll blow right past it regardless of the content. However, in contrast, if the ad blends in too well, your message may get lost. So it’s fair to say there’s a balance.
Now while some marketers are searching for the perfect balance, others are catching the consumers eye through other means. Notice this advertisement for Levi. It careful focuses the user on the adventurous nature of the journey. The user is inspired by it and it feels organic. There are no catch phrases, no “shop now” buttons, no “steals and deals”, no mention of Levi at all (besides the obvious sponsored name of the page of course). This could easily be one of your friends posting one of the coolest pictures of themselves at the Grand Canyon. Right?
As a consumer, I can appreciate the fine tuning of Instagrams advertisements. When I turn to my social media accounts I’m not particularly interested in being slapped in the face with a bunch of “Shop Now” or “Buy Here” ads. And unlike it’s counter parts, Instagram gets it.
Who can’t appreciate a carefully placed thoughtful ad?