Dive Brief: 

• McDonald's is one of the latest brands to give Instagram ads a try, but the response has been less than desirable. 
• While one ad received over 45,000 likes and 1,000 comments, the majority of those comments were negative — and the backlash has spread to Twitter. 
• The fast food chain provides an example of brands that might not be suited for Instagram — or at least not sure of the correct approach for the platform — as the photo sharing platform prepares to open ads to the masses soon. 

Dive Insight: 

What has been learned so far from Instagram ads is that certain types of brands seem to be more well-received by users. McDonald's has to walk a fine line to begin with because of the negative perception of its food as unhealthy. Instagram's largest user base, Millennials, are more sensitive to social issues like obesity and lower wages that may make them less receptive to being fed ads from the fast food chain.