Instagram started in 2010 and currently has more than 500 million users. Users of the service have been used to a completely ad-free experience up until very recently when Facebook (who owns Instagram) started popping in marketing messages in between photos. Facebook even plans to integrate shopping functions that would let you instantly buy when you click on products you like on the service. The biggest risk to Facebook at this point would be pushing ads too fast and spoiling the experience that attracted users in the first place. Facebook and Instagram executives recently revealed that they have dialed ads down to an optimal percentage by using A/B Testing ie. control-testing by measuring and tracking activity times of users who are exposed to ads vs those who are not. Facebook claims that people spend more than 50 minutes a day using its main social network, Instagram and Messenger. This is a significant time per week and is ideal for advertisers to market products.
Source: https://www.theverge.com/2017/4/26/15431872/instagram-monthly-active-users-700-million-growth
Source: https://www.theverge.com/2017/4/26/15431872/instagram-monthly-active-users-700-million-growth
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