Instagram Introduces Ads to its UK Users

Instagram fans in the UK might notice something different when they log on today (Tuesday 23 September), as the social media site has introduced adverts to British users’ online feeds.

The British Instagram community will gradually start seeing ads appear from a handful of carefully selected brands – including Starbucks, Cadbury, Channel 4, Rimmel London, Sony Music, Estée Lauder and Waitrose.

The company says one reason for the change is that, in order to implement big ideas for the future, Instagram needs to be built into a sustainable business. It’s been stated that the site will still have inspiration and connection at its heart as new products are introduced.

Ads will be rolled out slowly, as the site focusses on delivering a small number of high quality photos and videos from a handful of brands that are already members of the Instagram community.

“People come to Instagram to express their creativity and to be inspired, and businesses have always been a meaningful part of that experience.  Our teams have partnered closely with a handful of brands who are already great members of our community in the UK to create beautiful sponsored images.  We want ads on Instagram to be as engaging and high-quality as the experience of flipping through a favourite magazine,” says James Quarles, global head of business and brand development at Instagram.

“Images are fast becoming a primary way that people communicate – both the everyday and the spectacular.  Our aim is to help brands create ads that feel as natural to Instagram as the photos and videos people already share and enjoy."

Sponsored photos and videos will appear in the main feed and will look similar to other images in the feed, but will be marked with a sponsored label. If people see an ad they don’t like, they’ll be able to hide it and provide feedback.

The first UK Instagram ads partners have commented on today’s launch and explained why they want to be featured on the site.

Rupert Ellwood, head of marketing communications, Waitrose, said: “We know our customers enjoy sharing their love of food. Instagram is where people go to capture and share moments so it is the perfect place for us to engage the community around our love of food.”

Niamh O'Reilly, senior director digital, Sony Music, added: “Many of our artists are active members of the Instagram community, as are their fans, offering us a unique opportunity to explore new and innovative ways of connecting the two."

The UK is in the top five countries for most Instagram users. The site has more than 200 million active monthly users, with 65 per cent of its audience based outside the USA.