Instagram is taking its advertising strategy global.
The photo-sharing service owned by Facebook announced on Tuesday that it will begin showing in-feed ads to international users “in the coming months,” according to a company spokesperson. Instagram will start with three countries — Canada, the United Kingdom, and Australia — but more countries could be added in the future.
It’s unclear how many of Instagram’s 200 million-plus users are outside the United States — the company doesn’t break down its user demographics publicly. Instagram also did not identify any of its upcoming international advertisers, but a spokesperson did say that the ads will be tailored and targeted to the individual regions.
“We’ll work closely with a handful of advertisers in each country who are already great members of the Instagram community,” a spokesperson told Mashable. “That could mean it’s a global brand with a strong presence in one of the countries, or a regional/local brand specific to that country.”
The international ad push is not Instagram’s first foray into native ads. Instagram first rolled out in-feed ads to U.S. users in November, starting with a small sampling of advertisers like Michael Kors, Burberry, Lexus. The response at the time was mixed — the images generated lots of Likes, but also lots of angry comments from users who didn’t appreciate Instagram’s monetization attempt.
Facebook approached advertising slowly at Instagram in hopes of keeping users happy, and the results seem to be working. Instagram added close to 50 million new users in the first six months after adding ads.
The service also announced an ad partnership with the ad agency Omnicom in March that could be worth as much as $100 million over the next year.
By: Kurt Wagner