Dive Brief: 

• The initial group of 15 brands to try out Instagram ads are seeing exceptional results during their first six months on the market.
• For example, Taco Bell has experienced a 29% gain in ad recall, 400% higher engagement than organic posts, and a 45% increase in followers.
• Teen-focused clothing retailer Hollister achieved a 32% lift in ad recall. 

Dive Insight: 

No one can argue with the kind of results the test group has experienced with Instagram ads. That being said, the type of brand that is likely to benefit from the ads may be a bit narrow in scope. A consumer-facing brand is likely going to perform better than, say, a B2B brand. That is, of course, true with most advertising, but Instagram's accomplishments should be applauded.