Looks like users aren’t as enthused about revenue generation as Instagram is.
On Friday, luxury brand Michael Kors became the first brand to display an ad on Instagram, with this picture of a golden wristwatch placed next to a plate of macarons (luxury!)
The picture was uploaded to the Michael Kors Instagram account and also started showing up in the feeds of people who weren’t following Michael Kors, which inspired some less than complimentary reactions:
nikitasaurus Why the eff would I want to see this?
genevieve1219 Nobody wants to see this. I’m not buying the watch, can I buy my old instagram instead??
the_walking_deaders SPONSORED F*** THIS GET IT OUT OF MY FEED
saccitylyss GET OFF OF MY NEWS FEED. TRESPASSER. Seriously though, sponsored posts. Really?
As of today, the ad has over 1750 comments, most of them negative, but tellingly, it also has 229,000 likes. Given that the Michael Kors Instagram account has nearly 1.3 million followers, it isn’t surprising to see such a large number of likes, since those people chose to see Michael Kors pictures in their feeds. The complaints are mostly from those who opted not to follow Michael Kors but ended up still seeing its pictures, in the form of ads. That was enough to inspire them to take to the comments section and voice their opposition.
However, before everyone panics, it’s important to note this is still just the first ad on the platform, and the picture has been lauded for its visual aesthetics. That’s an important criteria for brands that get to advertise on Instagram., and as long as the company stays true to those guidelines, much of the resistance can be overcome. And eventually, Instagram algorithms will figure out, and personalize the kinds of ads people want to see, so that users don’t complain about the “trespassing” element.
Other brands expected to debut their ads on Instagram soon include, PayPal, Adidas, Ben & Jerry’s, Burberry, General Electric, Levi’s, Lexus, and Macy’s.