According to Meta Blog, Instagram search results advertisements will now be incorporated into the Instagram Marketing API, meaning that third-party platforms will soon be able to offer an additional kind of ad placement on Instagram through their apps.
Back in March, Instagram provided the ability for marketers to offer promotions based on keywords from a search query in the app. This new update will make it easier for third-party social management platforms to create Instagram search advertisements, giving more marketers another way to take advantage of the app’s growth prospects.
Ad analytics will be made possible by the new capability, allowing management apps from platforms like Hootsuite or Sprout Social, for instance, to offer complete ad production and analysis capabilities.
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According to Instagram: “The ‘Instagram search results’ placement option will be available via the current Marketing API endpoint you may already be familiar with, through the addition of the INSTAGRAM_SEARCH placement option. With this new addition, you will be able to update your app to enable your clients to create and preview ads in Instagram search results via API.”
Instagram Key Details
Through the Marketing API, the three capabilities/use cases listed below will be made possible by this feature upgrade.
Ads creation: When developing advertisements, programmers will have the option to use “INSTAGRAM_SEARCH” as one of the placement options.
Ads insights: It will be possible to view how advertising performs via the placement of Instagram search results when breaking down insights by placement level.
Ad preview: The preview will be available to developers in the INSTAGRAM_SEARCH_CHAIN format.
It might be a useful feature that encourages more businesses to test out this new feature of Instagram’s new Search Ads placement. You can read more about the Instagram API update here.