Dive Brief:
- Instagram video ads are coming soon, but are being quietly tested by a few brand partners so far.
- As with photo ads, the Facebook-owned platform is taking great caution, requiring each image or video go through a pre-approval process.
- So far, Levi’s, Ben and Jerry’s, Burberry, and Starwood are among the brands that have experimented with Instagram video ads.
Dive Insight:
The competition for video ads — especially from Twitter and YouTube — is fierce. Instagram is right to be selective when choosing brand partners because of the discerning user base. Working together with the brands through the entire ad production process, as Instagram does, is great for quality control, but could be a hurdle if the platform ever wants to grow past exclusivity and high-premium ads.
