Many had predicted that advertisements would be coming to Instagram after the popular photo sharing application was bought by Facebook for $1 billion in 2012. Instagram announced in a blog post that they will
focus on delivering a small number of beautiful, high-quality photos and videos from a handful of brands that are already great members of the Instagram community."
Instagram has also said that users will be able to hide advertisements after they see them and provide feedback on why they didn't like the ad, which is similar to Facebook's process of giving users a false sense of control over what appears in their Newsfeeds. Facebook has been using advertisements for years and projections from EMarketer predict that the ads will account for nearly 16% in revenue.
The advertising will be part of what has been called native advertising. Brands and companies will pay for their "high-quality photos and videos" to appear in Instagram users' feeds. Instagram has already drawn criticism for its advertising plans, with some users concerned that Instagram will sell user photos to advertisers. Instagram's co-founder, Kevin Systrom, has denied the claim, saying that the company is currently working to update language in the terms to clarify that particular point of contention.