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Ecommerce: Ads launched on Instagram in UK

Fashion businesses will soon be able to display advertisements on the feeds of Instagram users in the UK, after the Facebook-owned platform launched sponsored ads here last week - initially from a few select companies.

Instagram, Rimmel

Instagram, Rimmel

Photos and videos from an initial roster of advertisers including Starbucks, Estée Lauder and Waitrose are gradually being introduced. No fashion brands are currently taking part in the UK, but Burberry, Levi’s and Adidas were part of the initial launch in the US in September 2013.

The ads appear in the main feed and are marked with a sponsored label, but users can choose to hide them.Levi’s told Drapers it experienced a 20% growth in followers after launching the adverts in October 2013.

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