To help businesses showcase their brand, Instagram set up a new place to show ads. Today, the platform launches the “suggested posts” feature. The main goal is to increase the usage value for Instagrammers. It also aims to promote brand discovery on Instagram.
Instagram added new stickers to support businesses on 15 April 2020 and shopping tags on 18 June 2020. In 2018, Instagram introduced the “You’re all caught up” alert when a user has scrolled all new content on the feed. “Suggested posts” will flow on after the said feature. The “suggested posts” feature is a new surface displaying ads alongside suggested content in an account. These include ads from an account the users haven’t followed but may be of interest to them.
Instagram launches the “suggested posts” feature on 19 August 2020.
Implication for Marketers:
Instagram found the new “suggested posts” feature as effective in generating exposure and keeping Instagrammers engaged. This is based on previous experiments they have conducted. For marketers, this is an extra option to pitch a brand. Such recommendations can connect brands to more potential buyers. Marketers can post product teasers with a gentle urge for the audience to buy. They can also create product promotions with eye-catching visuals. The best move is to link these ads on an Instagram Shop. As such, users can be aware of the brand offering.