We've known for a while that ads would be coming to Instagram. That's how the revenue model of a social network works; get the users first, then sell access to them. The model gives marketers great opportunities to put hyper-targeted ads in front of only the people whom we want to show them to, which is a valuable proposition.
Producing ads for Instagram is exciting to me. Social networks have been gradually improving ads in ways that make them more relevant and less intrusive. I have a feeling that IG ads experience will be well designed and thought out. Unfortunately that still may not protect us (advertisers) from ruining it.
It doesn't have to be a bad experience. @jtiproducts [client] recently posted the photo above. It received over 2,000 likes and 50 comments after it was picked up and re-shared by three other accounts. I think it could just as easily be a sponsored photo, and I think it would receive a similar positive reaction. Because it's about more than just the product; it's about the lifestyle of those who might be future buyers.
Social media feeds are great places for ad placements, but we must respect the people who we advertise to and the context we're advertising in. On Instagram we must advertise relevant things that stand on their own as art, as interesting, as impressive. And we mustn't make our product or our logo the hero. Nobody wants to be sold to while they playing with their friends.
And so I make a plea to advertisers. Don't screw this up for everybody.