Instagram has announced that ads will soon start appearing on its popular Explore page, giving brands a new way to reach users who are actively looking for fresh content.
The Explore page is designed to recommend posts based on what a user has previously engaged with, showing tailored categories like fashion, architecture, food, and more. According to Instagram, over 50% of global users visit the Explore page each month, making it a prime spot for discovery.
Initially, users won’t see ads when they first land on the Explore grid. However, once they tap on a post and begin scrolling through similar content, ads—both photo and video formats—will start appearing in their feed. This update is expected to roll out to all users in the coming months.
“Explore is where people are really open to discovery, and that’s why we’re so excited about this,” said Susan Buckner Rose, Instagram’s Director of Business Product Marketing. She explained that the Explore page is already a hub for users to find new accounts, brands, and products that align with their interests—making it the ideal place for personalized advertising.
Another Reason FB is leading towards Ads on Insta
Facebook has revealed that its ad sales growth is slowing down, as the platform has reached its limit on how many ads it can display to users. To maintain momentum, the company plans to focus more heavily on Instagram ads and its other platforms to drive advertising revenue.
While Facebook faces increasing scrutiny and controversy, Instagram’s popularity continues to rise among users. Beyond traditional feed ads, Instagram has expanded its advertising options to include ads in Stories and branded content ads.
These branded content ads allow businesses to turn influencers’ sponsored posts into paid advertisements, giving them a much wider reach. Previously, only followers of those influencers could see such paid content—now, brands can amplify it to target larger, more relevant audiences across Instagram.
Going forward
All social media platforms share one main goal: to boost user engagement and serve more ads. To achieve this, many networks are introducing new ad placements to diversify their advertising options.
Instagram’s decision to roll out ads on the Explore page is a smart move for marketers. Unlike the main feed—where too many ads can frustrate users—the Explore page is designed for discovery. Users visit Explore specifically to find new content, accounts, and ideas, making them more open to engaging with branded posts.
This approach aligns perfectly with user intent, creating a better experience for both marketers looking to reach receptive audiences and users looking to discover something new. For advertisers, it’s an opportunity to connect with potential customers in a more natural and less intrusive way.
