Instagram reaches 500,000 mobile advertisers milestone

Anne Freier

In Mobile Advertising. September 23, 2016

Instagram officially announced that it has 500,000 advertisers across its platform. The Facebook-owned photo app said it had 200,000 advertisers back in February, but it seems that figure has grown rapidly on the back of Facebook ad technology and campaign management integration.
Instagram announces 500k advertisers
Screen Shot 2016-09-23 at 11.02.29
The latest figure represents active monthly advertisers and doesn’t include those who launch campaigns more sporadically. Indeed, the firm said that 1.5m businesses had already adjusted to new Instagram business profiles launched a few months ago.
These new profiles are all about driving conversions by enticing consumers to buy products rather than to just view or like a photo or video post. Overall, user advertising actions stood at one billion since September 2015 and drove a 2% lift in offline sales.
For example, bag designer Dagne Dover featured a Shop Now button as part of its Instagram campaign and yielded a 13x return on ad spending within just two months.
James Quarles, VP and GM of monetization, Instagram, explains:
james quarles

“One of the most important things to us is that small businesses don’t judge their success based on followers or likes, but that they focus on real world actions.”

Indeed, Quarles told TechCrunch that the company was also going to launch additional advertising formats alongside better measurement and analytics tools. However, he noted that ad relevancy was still of key importance to the company.