Image sharing platform Instagram has dipped its toes in the direct response advertising market by allowing marketers to push sign-up and app-install promotions within its Stories section.
One of the first out of the gates was an advertisement from e-payment device company SumUp, which invited browsers to swipe up to subscribe to its services.
Such targeted approaches are highly valued by advertisers for generating an immediate response from consumers and where each response can be attributed to a specific advert and marks a significant extension of Instagram’s ad offer – hitherto limited to basic brand awareness.
This marks another step on the road to providing all the same marketing functionality on Stories, a subsection allowing users to share vertical video clips for up to 24 hours, as presently exists on the main body of Instagram.
Facebook-owned Instagram is engaged in direct competition with Snapchat for a slice of lucrative marketing budgets, hence it is copying a feature which Snapchat had made its own with full-screen moving images drawing the eye in a way that standard display ads cannot.
This has left Instagram open to charges of copying its rival, having first pilfered the Stories concept itself in August.
Only yesterday Instagram introduced Stories curated by location and hashtag, allowing people to keep track of what's going on around them or of particular areas of interest.