- It’s a mobile & tablet only platform- mobile is often easier to engage with the audience as people are in the mindset of having fun, messaging friends and generally being relaxed whilst desktop is often more associated with work and harder to for people to fully relax on desktops. As Instagram is built for mobile, and the vast majority of traffic through the app comes through the app. There's an estimated 47% access via mobile phone and 53% via tablet- meaning virtually 0% of the traffic is through desktop). This means that you'll be delivering your ads to people in the perfect mindset to engage in your ad rather than whiz by it and take little notice on a desktop.
- The visual characteristics. Instagram, is a highly visual platform. As only pictures and videos can be posted, it can invoke much greater emotional responses from the audience rather than a plain chunk of text about Barbera from HR moaning about the weather (aside from annoyance of course). Visual content is stimulating and much much more interesting to see. All of this content is provided in an instant when opening the app, and there’s little lag (unless the connection is slow) which means people aren’t irritated when they finally do see your ad.
- It’s simple. There’s no complexity to the app unlike others, it’s not bloated with money making opportunities (not yet at least) which means people are more in tune with the ads and pay more attention to them as they appear less intrusive and blend into the background.