Advertising on social networks has existed for years, but the game is always changing. The release of new ad platforms, the emergence of new social networks, the changing nature of the user’s engagement — these are the things that turn away cautious brands. But there is a clear indicator, available for anyone to see, that makes the success of an ad platform or network an obvious thing: the adoption by large companies.
Big companies are not the type to flippantly dive in to things without a high degree of certainty of their eventual success. Even brands like Taco Bell and Ben & Jerry’s, who have developed a reputation for jumping into social marketing and ads early, do so knowing that their involvement generates valuable PR and helps the new platforms to develop.
Recently, Fortune 500 companies have been impressively successful with advertising on three networks in particular: Foursquare, Pinterest and Instagram. These networks have matured to the point that they are finally getting attention from big brands, and they have responded by revitalizing their ad platforms, adding one for the first time, or restructuring their network entirely.
There’s no mistake to be made, Foursquare, Pinterest and Instagram have taken great strides toward better advertising, and it begs the question, is it time for your brand to get involved?