I was scrolling through my Instagram feed this morning and was curious about the ads that were shown to me. Why were these particular ads shown? What was the basis of targeting? What does Instagram know about me? I took screenshots and then tried to analyse what Instagram knows about me. So, here are the ads :
Smaash is a Mumbai based sports and entertainment centre. I have been there twice in the last few years. I was quite surprised when this ad showed up on my feed. I am neither into sports nor do I visit a lot of places like this. Other than being in Mumbai, there seems to be no connection.
The second ad was from Nykaa. This is hardly a surprise given the amount of makeup and beauty accounts I follow, the amount of hashtag I post about products and makeup. I was honestly expecting an ad like this to be the first one.
Another beauty related ad but this one is offering beauty and spa services at home. I suppose since makeup and beauty are big talking points, they figured I would be interested in grooming as well.
One Plus India
Now I love my gadgets and geekiness as much as I love my makeup and heels. I may not talk incessantly about the swanky new phone or shiny new laptop to hit the market but I do read up about that loads. Other than that, I like, follow and post photography related content. We all know One Plus has a fabulous camera and they do play up on the photography bit. Getting a DSLR quality picture from a phone is such a blessing I tell you. Okay, am digressing. You know now why this ad was shown to me. Right?
MyCity4Kids is a web based parenting community. I think I am their target audience on many levels. I do post parenting related posts and interact with many mommy and one daddy blogger. This video was food related and it is no secret that I am a foodie too! Finally, as a blogger… platforms like these are great for content syndication. I do not know what targeting they did for this one, but I fit in!
So what does Instagram know about me?
On the basis of these ads, I think the answer to what does Instagram know about me is:
Ankita is a beauty and makeup loving geek foodie who is a parent and lives in Mumbai
Pretty accurate huh? Or you think I am trying to force fit on that basis of what I already know 😛
What about you? Have you tried to look at the ads you see? Do you ever think
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Social media has become an alternative sales channels. I often say that platforms like Facebook and Instagram have levelled the playing field giving smaller brands a chance to compete with the biggies that have deep pockets. For marketers, the beauty of these platforms is that they reach your target audience on the basis of their interests and social activity. For individuals, they show you new things and allow you to try products you would not have known about otherwise. Win-win. Right?
Everything you do is being tracked and these programs are constantly trying to predict what you will do next, what you will buy next so that the seller is right there when you decide to make a purchase. A flip side to this consumerism is the lack of privacy.
Which side of the argument are you on?