The Backlash to Instagram Advertising

It is clear that advertising on Instagram is a fast and easy way for a company to get their name/product out there for many potential consumers to see. However, many companies are beginning to see the backlash incorporated with thoughtless advertising on Instagram and why it could be negatively affecting them more than helping. Understanding your audience and the platform you’re playing on is so important.Most Instagram users would be aware of the latest advertising efforts of many companies through the use of Instagram – with the most recent and disputed being the world’s fast food giant, McDonalds. Although they do obtain a large number of likes on these ads, the negative comments and feedback from users could be enough to ruin their promotional efforts.

Social Media Feedbacks

When a company does something that annoys their customers/potential customers, those people are usually likely to spread the word to their friends especially through social media, thus creating negative feedback for the company. McDonalds has found this to be quite the case in their latest marketing attempts promoting their new ‘Bacon Clubhouse Burger’. Users are slamming the ads with some commenting, “I didn’t ask for this”, “this is so gross, I got diabetes just looking at this”, “McDonalds ads in my Instagram feed? #yuck” and a lot, lot worse. McDonalds had thoughtless pushed these ads out to all and sundry without being targeted towards those most likely to accept them.

However, McDonalds is not the only business copping this backlash. Other companies such as Levis, Michael Kors and even not-for-profit businesses like Charity Water are facing these same issues.

Consumer Targeting

It is suggested and strongly advised that these companies need to begin looking at improving their consumer targeting as their current efforts have clearly not worked. By researching users demographics, their latest hash tags and who they’re following will help businesses identify their target market and will slowdown the amount of negative feedback received on their ads. Doing this will make their promotions more successful, whilst reaching a small number of viewers, they will be viewers most likely to purchase.

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