Instagram now allows ads in search results through its marketing API
Two months after announcing that it was beginning to test ads in search results, Instagram said today that it is now allowing ads in search results through the Instagram Marketing API. These ads will appear in the feed that users can browse when they access a post from search results.
In March, Instagram said it was testing ads in search results to reach people actively searching for businesses, products and content. The launch of the new ad placement will likely be an unwanted addition to the app from a consumer perspective, as it will bring ads to another part of the social network.
With this change, users will start seeing ads related to their searches. For example, if you search for “Skincare”, you will see relevant advertisements in the search results stream. You can tell the difference between ads and regular posts by a “Sponsored” label under the account name.
“As of today, we now allow ads in Instagram search results through the Instagram Marketing API,” Instagram wrote in a blog post. “This new ad placement will be available on all current versions of the Marketing API and does not require an upgrade. “With this new addition, you will be able to update your app to allow your customers to create and preview ads in Instagram search results via the API.”
The new ad placement is a way to increase Meta’s ability to generate revenue at a time when the company is struggling with low advertising demand. After recording declining ad sales for three consecutive quarters, the company’s advertising revenue increased approximately 4.1% in the first quarter of 2023.
After Meta reported its first-ever quarterly revenue decline in the second quarter of 2022 amid declining ad sales, the company increased its ad load on Instagram with the launch of two new ad slots. Meta launched a new ad format for Facebook Reels and began allowing advertisers to run ads on the Explore homepage and in profile feeds.
When Instagram announced ads in search results, the social network also launched reminder ads, which are designed to make it easier for businesses to announce, remind, and notify people of future events or launches. that might interest them. The idea behind reminder ads is to help advertisers raise awareness and anticipate upcoming events. Users can opt for reminders and receive three notifications from Instagram: a reminder a day before the event or launch, 15 minutes before and at the time of the event or launch.