Instagram’s 2019 to-do list: shopping, long-form video and ‘seamless’ branded content partnerships

Alex Brownsell

Instagram presented new research into how consumers use the platform, and their expectations from brands and businesses advertising on the social network.

Ever since Instagram opened the floodgates to advertising in 2015, the Facebook-owned photo and video-sharing platform has needed to do very little to prompt the flow of brand demand. Two-thirds (67%) of advertiser respondents to WARC’s Marketer’s Toolkit said they plan to increase investment in Instagram during 2019, more than any other platform.

Yet, aware of its own growing maturity – as well as marketers’ desire for confidence in campaign effectiveness – Instagram commissioned a first-of-its-kind study to better understand how consumers are using the platform. The name of the report, ‘#NoFilter’, emphasised the attempt to offer brands...

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