The seven UK advertisers are trialling Instagram’s new “Sponsored” paid-for ad unit to increase the reach of their content on the platform, which now has more than 200 million monthly active users.
The Facebook-owned photo app first began trialling the format in the US in November.
The units are charged on a cost-per-mille basis and brands can currently choose to target audiences by age, gender and geography. A threshold has not yet been set for the number of ads a user is likely to see on any given day, but this is likely to remain minimal as Instagram continues to roll out advertising “deliberately slowly”.
Waitrose was interested in being among the first brands to trial the format because it believes Instagram can help the retailer build on its already-existing “Love Food” brand platform in a highly engaged social environment, Rupert Ellwood, Waitrose head of marketing communications, told Marketing Week.