Levi's, Burberry to Be Among First Instagram Video Advertisers

The social platform is testing video ads, and a number of fashion brands are the first to get involved.
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Alyssa Vingan Klein
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The social platform is testing video ads, and a number of fashion brands are the first to get involved.
Burberry's spring 2014 show. Photo: Ian Gavan/Getty Images

Burberry's spring 2014 show. Photo: Ian Gavan/Getty Images

Instagram and fashion are a match made in heaven — though Céline bags and Balenciaga boots don't really need the help of a filter to make them look gorgeous, it definitely doesn't hurt. The visual nature of the industry is why the fashion community was a very early adopter of the social media platform, as well as one of the first to be chosen to advertise on it.

The very first brand to advertise on Instagram was Michael Kors, and the label's glamorous static images received mixed reviews from users when they launched in November. Since then, Gap has used the Instagram Direct messaging service as part of a marketing campaign, and ads from other labels including Ralph Lauren have popped up in users' feeds. (Relatedly, Calvin Klein and Armani have also rolled out "influencer" marketing campaigns on Instagram in recent months.)

Now, Adweek reports that Instagram is testing video advertisements that will appear on users' news feeds, with fashion mega-brands Burberry and Levi's among the first to participate. (Update: A representative from Facebook has confirmed to us that Instagram is currently testing sponsored video ads with early advertising partners, including Burberry and Levi's. As for a timeline, Facebook says, "We’ll roll them out the same way we’re rolling out the entire ad suite on Instagram – carefully and methodically.")

Instagram is notoriously choosy concerning launch partners for any feature, but fashion brands seem to be ideal for the image-heavy network — especially when brands have an established "look" and lifestyle that they regularly showcase over Instagram. Burberry has participated in a similar project in the past with Apple, using the iPhone 5S to shoot exclusive behind-the-scenes clips and teaser images of its spring 2014 runway show ahead of the phone's release.

Although testing of video ads is already underway, Instagram has not said when it plans to roll them out to the entire network.

Update: A representative from Facebook has confirmed to us that Instagram is currently testing sponsored video ads with early advertising partners, including Burberry and Levi's. The platform plans to roll them out the same way we’re rolling out the entire ad suite on Instagram – carefully and methodically. We’re working with a number of our partners,