Dive Brief:
- A new study found that video ads made up about 25% of Instagram’s ads during June, according to “Ad Intelligence Data Digest,” a report put together by app marketing and data company Sensor Tower.
- The report also found that Instagram video ads on average increased in length from 15 to 25 seconds in the month of June.
- The top industry categories that are advertising on Instagram include Games, Shopping, Entertainment, Social Networking and Lifestyle.
Dive Insight:
Like many other social media platforms, Instagram is become more focused on video: In June 2016, Instagram reported that video views on the social media platform increased 150% in the previous six months.
Instagram's parent company Facebook already makes a significant portion of its ad revenue from video ads and the company has been pushing to make video ads more accessible to smaller business and in emerging markets, according to Marketing Land.
Separate research on social media video advertising by Animoto found that almost 71% of marketers plan on running video ads on social media in the next year, with Facebook being the leading platform (65.8%) followed by YouTube (42.3%), Instagram (27.4%), Twitter (21.6%) and LinkedIn (10.3%). As recently as last December, YouTube was the preferred platform over Facebook by 72% to 46%, an indication that Facebook’s focus on video advertising is paying off.
