Meta announced on Thursday that ads in Instagram search results will now be available through the Instagram Marketing API, allowing third-party social-management platforms to offer a new Instagram ad-placement type in their apps.
Meta began testing search ads placement in Instagram in March, allowing brands’ ads and promotions to appear in users’ feeds when tapping into a post from search results. For example, if someone searches “Skin Care” in the app, relevant ads will be featured in the results.
“With this new addition, you will be able to update your app to enable your clients to create and preview ads in Instagram search results via API,” per Meta in the blog announcement.
Developers are now able to use “INSTAGRAM_SEARCH” as one of the placement options when creating ads, with the added ability to preview their ad in the “INSTAGRAM_SEARCH_CHAIN” format,” the company stated.
The new capacity also enables ad insights, so brands will be able to see how their ads perform via the Instagram search results placement. This update, therefore, allows third-party management platforms like Hootsuite to offer full ad creation and analysis measurements directly in their apps.