As per Ad Age, Instagram released its first ad from Michael Kors - a visually appealing image of a gold watch next to a plate of colorful macaroons. The ad was published to the company's 1.3 million followers as well as users who don't follow Michael Kors. While there were over 36,000 likes, there were 200 "rage-filled" comments (Ad Age).
As the owner of Instagram, Facebook has a data on its users' interests, so negative feedback could be reduced by targeting only the users they know have an interest in a certain brand. Michael Kors is a luxury brand, so targeting consumers that have shown an interest or action in a luxury brand would lead to a greater response rate per viewer of the ad. It would at the same time reduce negative commentary from users that have shown a clear disinterest in luxury products.
As Ad Age points out, the likes outnumber the negative comments by a factor of more than 100, so this doesn't appear to be a large problem in this particular case. However, with future ads coming to Instagram from even more luxurious brands including Burberry and Lexus, using existing data on registered users to target ads may prove to reduce negative commentary and increase the actions per customer shown the ad.
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