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Instagram Unveils Partner Program

Posted on 11.10.2015

After opening up its Ads API earlier this year, Instagram is now unveiling a Partner Program to help brands improve their marketing initiatives on the social network.

At launch, the program includes a list of 40 partners with each partner having expertise in at least one of three specialties to help marketers meet their objectives. The specialty areas include ad tech, community management and content marketing.

Curalate is an example of a partner that has been "badged" with multiple specialty areas, including community management and content marketing. This is because the company can help brands target new and existing audiences, monetize followers and improve advertising effectiveness.

“Modern marketers know that images are the new language of consumer behavior,” said Apu Gupta, CEO of Curalate. “As members of the Instagram Partner Program, we’re able to accelerate our efforts to connect visual content to commerce and bring the most innovative solutions to over 700 of the world’s most recognized brands.”

On the other hand, Kenshoo is an example of a partner that has been badged in the ad tech category. By leveraging the platform, brands can plan, buy, optimize and measure their processes on the social network.

“Mobile advertising has become a lynchpin for marketers seeking to connect with audiences in meaningful ways. According to Kenshoo’s  Digital Marketing Snapshot: Q3 2015, mobile (phone and tablet) year-over-year (YoY) spending increased 159 percent for paid social ads and accounted for 68 percent of paid social ad clicks,” said Will Martin-Gill, chief product officer for Kenshoo. “Through integrating with the Instagram Ads API, we’ve witnessed firsthand the power of advertising on Instagram; by being named an initial member of the Instagram Partners Program, we can continue to guide the world’s leading advertisers in optimizing their investment on this promising publisher.”

With a community of 400 million highly active and engaged consumers, Instagram is aiming to be a priority for mobile marketers. The Partner Program will help the social network obtain this goal by assisting brands in meeting their marketing objectives. At launch, additional partners of the program include Hootsuite, Adobe, CitizenNet, Marin Software, Percolate, Sprinklr and Sprout Social. Click here for a full list.


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