Instagram, the mobile social media platform for creative photo and video input, expands the options for brands to promote themselves. After the introduction of advertising in the USA, later on followed by the UK, Australia and Brazil, Instagram now kicked of brand marketing in Germany, too.
By integrating paid marketing postings into the natural user feeds, the company offers brands access to its 300 million users.

Alastair Cotteril, Creative Lead for EMEA Instagram: “The feedback towards our approach to work with selected creative partners is consistently positive: campaigns with Cadbury and John Lewis have offered promising results. On the basis of these experiences, we are looking forward to push this innovation on our platform, together with our German partners and support people discovering new things.”

Amongst the first Instagram advertisers in Germany are brands like Porsche, Ben & Jerry’s, Rewe, Mercedes-Benz, Volkswagen and Samsung but also fashion online retailers Zalando and Edited.

Zalando kicks off its Instagram marketing activities
Model Cara Delevingne for 'Topshop at Zalando' campaign
Model Cara Delevingne for 'Topshop at Zalando' campaign

with a 15 second clip and five selected pictures, starring Cara Delevingne, advertising the ‘Topshop at Zalando’ campaign.

“For us, Instagram is a great platform to exchange views with our customers and followers and to share great fashion moments. We are glad being a part of the Instagram community and see this campaign as a next big step for Zalando on Instagram,” explained Carsten Hendrich, vice president brand marketing at Zalando.

The content is visible exclusively for German Instagrammers.