The Microsoft's (MSFT) Instagram already produces apps available for use on Apple's (AAPL) iOS operating system. The photo-based social network released an app for Google's (GOOG) Android last year when it had more than 30 million users. It now has more than 150 million users, and just recently launched ads for Instagram, as the company seeks to generate revenue for Facebook, which purchased the company for $730 million in cash and stock last year.
On Facebook's third-quarter earnings call, COO Sheryl Sandberg said advertising coming to Instagram would initially be small, but that partners were showing a lot of interest.
"We are excited about it because there is a lot of interest and a lot of excited brands," Sandberg said on the call. "When you think about ads being exciting and engaging, I think we think about two things. We think about ads that fit the format of the product that they're part of. So the Instagram ads right now are the pictures and videos which are exactly what people post on Instagram."
Over 16 billion photos have been shared using Instagram, but the Windows Phone app, at least initially, will come with limitations. It won't provide video, which Instagram unveiled earlier this year, and you can't actually take photos with the app, either. What you can do, however, is pull photos from your camera roll, and then use them on Instagram, and apply a filter on them, very different from the iOS or Android apps.
"Video capture and uploading, tagging photos, viewing geotaxis, and in-app camera capture are not present," an Instagram spokesperson told TheStreet. "Windows Phone users can navigate directly from within the app to take a pic, the distinction is that the photo capture occurs outside the Instagram UI. However you are automatically redirected into the app to select filters, crop, etc."
The company made the announcement on a blog post. Here it is in its entirety: