How did Instagram navigate changes in digital advertising?

Instagram, like many other social media platforms, has had to navigate changes in digital advertising in order to maintain the interest of both users and advertisers. Here are some ways that Instagram has adapted to changes in the digital advertising landscape:

1. Embracing video content: With the rise of video content, Instagram has introduced several features that allow users and advertisers to create and share video ads. In 2013, Instagram introduced video posts, followed by Instagram Stories in 2016, and IGTV in 2018. These features have allowed advertisers to create more engaging and interactive ads that can reach a wider audience.
2. Incorporating shoppable posts: Instagram has also recognized the importance of e-commerce and has introduced features that allow users to shop directly from the app. In 2016, Instagram introduced shoppable posts, which allow brands to tag products in their posts and direct users to a product page where they can make a purchase. This feature has been particularly popular with fashion and beauty brands.
3. Improving ad targeting: Instagram has also improved its ad targeting capabilities to help advertisers reach their desired audience. Instagram uses data from users' profiles, as well as their activity on the app, to deliver ads that are relevant to their interests. Advertisers can also use Instagram's targeting tools to reach users based on demographics, location, behavior, and more.
4. Expanding ad formats: Instagram has expanded its ad formats to include carousel ads, video ads, stories ads, and shoppable ads. This has given advertisers more options to create engaging and interactive ads that can reach users in different ways.
5. Emphasizing authenticity: Instagram has also recognized the importance of authenticity in advertising. The platform has introduced features that allow influencers and brands to create sponsored content that feels more authentic and less like a traditional ad. For example, Instagram's "Branded Content" feature allows influencers to tag brands in their posts, making it clear that the content is sponsored.

Overall, Instagram has navigated changes in digital advertising by embracing new features, improving ad targeting, expanding ad formats, and emphasizing authenticity. These changes have helped Instagram maintain the interest of both users and advertisers, and have allowed the platform to remain a popular choice for digital advertising.