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...