Facebook’s image-sharing app announced the official launch of the Instagram Partner Program today, and it opens up more opportunities to inject commercials into people’s feeds, paid and non-paid. There are 40 ad tech companies plugging into the ecosystem as part of the program, including Nanigans, Adaptly, Hootsuite, Tongal and SocialCode.
“Our partners compliment Instagram’s marketing tools, simplifying and scaling success for businesses through their proprietary tools,” Instagram said in a blog post today. “We’re starting the program with 40 partners ready to power businesses around the globe.”
Instagram said these platforms were chosen for their expertise in ad tech, community management and content marketing. These types of partner programs are not new. For instance, Pinterest has a similar arrangement with technology players, and Facebook has its own program. But the partnerships are a way for social media sites to encourage more brand activity and spending.
Instagram is still a fairly new ad option for brands, and has only a fraction of Facebook’s 2.5m advertisers. Still, it has benefitted from piggybacking on Facebook’s mature ad technology and sophisticated targeting tools.