Instagram Adds Search Ads Placement into its Marketing API

Instagram is one of the most popular social media apps that has been constantly adding new features to improve the user experience and make it more profitable for marketers. The latest update is a new ad placement option in Instagram search results, which is now integrated into the Instagram Marketing API.

What are Search Ads in Instagram?

Search Ads on Instagram were launched a few months ago with the aim of providing another way for brands to reach their target audience on the app. When a user searches for a particular keyword on Instagram, the app displays a series of posts and ads related to the search query.

These ads appear in the Explore tab of the app and are similar to the sponsored posts that appear in Instagram feed. They are designed to blend in with the organic content and offer a seamless user experience.

How will the new update help third-party platforms?

The new update will allow third-party social management platforms to offer their clients another type of ad placement via their apps. Marketers can create Instagram search ads based on specific keywords related to their products or services, and then preview and analyze them using the management app.

Meta, the parent company of Instagram, announced that the new „Instagram search results“ placement option will be available via the current Marketing API endpoint. This means that social management platforms like Hootsuite, Sprout Social, and others will be able to provide full ad creation and analysis capacity within their apps.

What are the benefits of the new update?

The new update will bring several benefits to both advertisers and social management platforms. First of all, it will provide more flexibility and customization options for marketers who wish to target their audience using Instagram search ads.

Secondly, it will allow social management platforms to offer a more comprehensive set of tools and services to their clients, which could lead to increased adoption rates and revenue.

Finally, it could help Instagram to attract more advertisers who are looking for new ways to reach their target audience on the app. The search ads placement option is still relatively new, and not all brands have tried it yet. However, with the availability of the new API, more brands could be tempted to give it a go.


The new update to the Instagram Marketing API is a welcome addition for third-party social management platforms and marketers who want to make the most of Instagram search ads. The new placement option will allow for greater customization and flexibility, while the availability of ad analytics will help users to track and optimize their campaigns.

Overall, this is another positive step for Instagram and its advertising ecosystem, which is becoming increasingly sophisticated and diverse.