Instagram Tests Ads in Explore Feed
Instagram has begun testing and gradually rolling out ads within its Explore feed, marking a significant Instagram advertising update. This strategic move opens up fresh advertising real estate beyond the standard Feed and Stories, positioning brands to connect with users as they explore content tailored to their interests. It’s a bold step that mirrors innovation seen in other platforms, such as Pinterest Personalized Shopping Hubs, which center on discovery-driven engagement and personalized experiences.
How Explore Ads Work
Explore ads appear as users interact with content in the Explore tab, a space designed for discovering new posts and creators. These ads don’t show up in the grid itself, but rather in the feed that opens once a user clicks on a post and starts scrolling through related content.
Clearly labeled as “Sponsored,” Explore ads can be either images or videos. The key is how seamlessly they blend into the content experience. Like Pinterest Personalized Shopping Hubs, which embed shopping recommendations within curated inspiration boards, Instagram’s Explore feed ads are meant to integrate with trending, culturally relevant posts without disrupting the user’s browsing intent.
What’s more, brands don’t need to develop new creative assets—existing Instagram ads can be repurposed for this new Instagram ad placement, making the transition smooth for advertisers of all sizes.
Why This Matters for Brands
This new placement offers brands the opportunity to reach beyond their follower base and connect with users who are actively seeking new and engaging content. That’s what makes it powerful for Explore page monetization. Just like how Pinterest Personalized Shopping Hubs cater to discovery-based shopping, Instagram Explore ads are ideal for awareness campaigns where the goal is visibility, not necessarily immediate conversion.
For brands, this opens up a fresh lane of opportunity. Users browsing Explore are in a “discovery mindset,” which means they’re open to new brands, products, and creators. It’s a unique psychological sweet spot that’s difficult to capture elsewhere in the app.
To succeed, your ads must stand out. Use eye-catching visuals, bold copy, and a compelling call-to-action. The content needs to match the vibe of what’s already trending to blend naturally while still catching the eye.
The Strategy Behind Explore Ads
Instagram’s decision to test ads in Explore follows a similar path to Pinterest Personalized Shopping Hubs, which have been successful in making product discovery feel organic. The strategy is based on using data to surface ads to users who are likely to engage, even if they haven’t followed the advertiser’s account.
With Instagram Explore ads:
- You can reuse your current ad creatives.
- Ads appear in a content stream where users are open to discovery.
- It’s an ideal place to test new products or campaigns.
However, it’s important to note that users in Explore may not always be ready to convert. Like Pinterest Personalized Shopping Hubs, which aim for brand engagement over direct conversion, Instagram Explore ads are more about visibility and long-term relationship-building.
Creative Tips for Explore Ads
Due to the diverse and visually rich content in Explore, your creative execution matters more than ever. Here are a few strategic tips:
- Match the look and feel of trending content.
- Prioritize mobile-first visuals.
- Include minimal but strong CTAs.
- Test different formats (carousel, video, single image).
Just as Pinterest Personalized Shopping Hubs personalize based on user behavior, consider aligning your creatives with your target audience’s preferences, interests, and browsing habits.
Explore Ads vs. Pinterest Hubs: The Bigger Picture
While Instagram’s Explore ads are still in the testing phase, the intention is clear: increase Instagram marketing strategy options while maintaining a content-first experience. This aligns with the broader trend of interactive and personalized content, championed by platforms like Pinterest.
Pinterest Personalized Shopping Hubs have successfully merged shopping with discovery, providing a playbook that Instagram is now beginning to follow in its own way. The future of social media advertising is one where users don’t just see ads—they discover them, engage with them, and remember them.
Boost Your Brand Visibility with Digilogy
At Digilogy, we help brands harness the power of discovery-based advertising—whether through Instagram ad placements, Pinterest Personalized Shopping Hubs, or other cutting-edge digital tools. Our team of experts crafts data-driven strategies tailored to your audience’s behavior and your business goals. Ready to boost your visibility where it matters most? Let us take your brand from seen to remembered.Contact Digilogy today for discovery-driven digital marketing solutions.
