I’ve always felt that too many of users of digital platforms expect all of these things to be free.
I’ve also always expected that advertisers, once they get invited into said platforms, to “abuse” their presence there with gaudy and obtrusive ad campaigns.
That’s why I’m encouraged by Instagram’s approach with their decision making process as to how to bring in ads. WSJ has an article about this. A quote:
After years without ads, Instagram’s big risk is alienating its members—especially its large base of teen and young adults, who are coveted by marketers. Too much overt marketing could clutter the service, undermining one of its strongest selling points.
First a few points. Both Instagram and brands must completely respect the user. No bombardments. Relevance is key.
Secondly, they should roll this out in a targeted manner. Not just to everyone. If they’re going to be particularly sensitive to “teens and young adults”, then they should look to target people 30 and above. This way, the concept of Instagram advertising comes in slowly with younger ones expecting it to happen…some day.
Third, they should monitor which users visit brand presences on Instagram. What brands do they visit. Relevance will come from this.
Three pieces of advice. For now.