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Co-Founder, Shore Projects
Instagram is a crucial channel for many influencer marketing campaigns, but as the platform’s advertising tools become increasingly advanced, marketers must find the right balance between organic marketing and paid advertising. Neil Waller, co-founder of UK watch brand Shore Projects, spoke to eMarketer’s Maria Minsker about why Instagram is so important from both a marketing and an advertising perspective.
eMarketer: Instagram is a powerful marketing tool, but how effective has it been for advertising?
Neil Waller: We’ve seen great return on the ads. Instagram is a medium that people view as a magazine. They’re open to discovering new content on it. It’s not like Facebook where users only follow their friends. With Instagram, as long as brands take a quality approach to advertising, it works very well.
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