It took about a year for Facebook to turn its Instagram purchase into an advertising platform. Initially, there were complaints from users who didn't want to see brand ads mixed in with filtered photos of friends, food, fashion, and bling. Then again, there were complaints when Facebook launched ads, which wasn't all that surprising considering the fact that backlashes are par for the course for some users whenever a free product turns to advertisers to monetize its service. In Instagram's case, the complaints didn't last long. In fact, six weeks after launching ads, the first crop of participating advertisers was claiming success.
Today, with 200 million users, Instagram is hard for brands to ignore, especially with many experts pointing to the fact that Instagram has outpaced Twitter for the attention of mobile users. Even more encouraging, Instagram was called the best platform for brands, and early data point to both growth in followers as well as engagement.
So what's working when it comes to Instagram marketing? As it turns out, there's a lot of strong brand work on Instagram. And it's not just from food and fashion brands (although both categories are incredibly popular because they easily lend themselves to the image-driven medium). We've put together some of our favorite Instagram wins to showcase quality work and inspire the next great campaign to be given the Instagram treatment.