If turning to Instagram for news becomes a more permanent habit, advertisers will need to pay more attention to brand safety
to new data from the Reuters Digital News Report. Some 11% of respondents across 12 countries said they used the image sharing app for news — almost doubling what it was in 2018 — compared to the 12% who said they turn to Twitter for news. If Instagram becomes a destination for news, advertisers may need to be more careful with brand safety issues on the platform.Younger users in particular are much more likely to turn to Instagram for news.
. Instagram has been a more lifestyle-oriented portal, which has made it relatively safe for brands looking to advertise on a platform with less political baggage than sites like Facebook and Twitter — but with news beginning to pervade the platform, that may change. backlash for continuing with marketing campaigns amid nationwide protests — with so many using the platform to post somber memorials and updates about protests, business-as-usual sponsored posts seemed particularly tone-deaf.
accounts and make changes to its metrics in order to reduce ads' appearances next to hateful content. Join other Insider Intelligence clients who receive this Briefing, along with other Media, Advertising, & Marketing forecasts, briefings, charts, and research reports to their inboxes each day. >>
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