Sponsored Photos and Videos

We're working to make sure that ads stay true to the spirit of the Instagram community. Here's how they work.

  • Sponsored label

    Look for this icon to know what's been sponsored.

  • Hide photo or video

    Provide feedback about less interesting ads.


Here are some answers to questions you might have about advertising on Instagram.

  • Does Instagram let advertisers use my photos or videos?

    No. You own your photos and videos. Advertising on Instagram doesn't change this.

  • What if I see an ad I don't like?

    We do our best to show high-quality and engaging ads. You can hide ads you find less interesting by tapping the "..." button below them, and provide feedback about what didn’t feel right. This helps us improve Instagram ads over time.

  • How does Instagram know which ads to show me?

    We want to show ads from businesses that are interesting to you, and to do that we will use information about what you do on Instagram and Facebook (our parent company). For instance, this might include the people you follow and the photos and videos you like on Instagram, and your interests and other basic info on Facebook.

    Everyone on Instagram will see ads from time to time whether or not they’re Facebook users, and basic information from Facebook helps create a more relevant experience. Providing feedback if you see an ad you don't find interesting will also help us show you more engaging ads over time.

  • Who will I see ads from?

    As we introduce ads on Instagram, we're taking our time and working closely with a handful of brands that are already great members of the Instagram community. These first partners include: adidas, Ben & Jerry's, Burberry, General Electric, Lexus, Levi's®, Macy's, Michael Kors, PayPal and Starwood.

    Our aim is to make any advertisements you see feel as natural to Instagram as the photos and videos many of you already enjoy from your favorite brands.