25th Feb, 2016 / Sofiann McKerrellSofiann McKerrell

A smartphone with Instagram app active
Image Source: Silicon Beat

Instagram has revealed that it now has at least 200,000 advertisers in its photo-sharing app with 75% based outside the United States in over 200 countries.

The number of advertisers on Instagram may be a far shot from Facebook's 2.5 million advertisers as revealed in January. But it's definitely much greater than Twitter's 130,000 active advertisers as of the 4th quarter of 2015.

In a blog post, Instagram disclosed that the ads, from both small and big businesses, cater to the different interests of its more than 400 million active users. In short, the app can provide better experience for its users as well as better return for the marketers. In fact, Instagram's blog further revealed that the advertisers are "seeing meaningful results from their campaigns" including the following:

  • Germany-based supermarket, REWE, reported a lift of 37 points in ad recall when its Instagram ads focused on easy-to-make dishes using their products;
  • London-based Shore Projects gained international clients for its watches through Instagram;
  • Brazil-based PetLove online store ran an Instagram app for its mobile app and realise that the cost-per-install is lower by 30% versus other digital platforms; and
  • US-based Framebridge sees a 71% lower cost of acquiring new customers with the help of a photo ad series.

James Quarles, Instagram's head for worldwide business and brand development, said in a statement that the more diverse their advertiser base is, the more the photo-sharing platform can provide relevant ads to people.

When it offered its self-service advertising scheme to businesses last September, Instagram rolled out several relevant ad features to advertisers including the increase of video length from 15 to 30 seconds and the removal of restrictions for the dimensions of photos and videos. It has also expanded its client base for advertising from eight to 30 countries, and now it has grown to at least 200 countries.

Instagram's high advertiser number versus Twitter can be attributed to the fact that the photo-sharing app builds its advertising platform and tools at par with its parent company Facebook. On the other hand, Twitter is putting up its advertising scheme by itself.

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