Michael Kors becomes first brand to use Instagram's Marquee ads in UK
Instagram's push into advertising saw the platform develop&nbsp;a premium&nbsp;new ad format called&nbsp;Marquee. Michael Kors was the first brand to use Instagram's new video advertising capabilities in the UK. More than half of Instagram's users follow brands on social media so Michael Kors knows that it is targeting an audience who are likely to engage with their ads. However, Facebook's decision to open Instagram up to advertising has the potential to overwhelm the platform and turn its users off,&nbsp;therefore it needs to be cautious. &nbsp;&nbsp;
Michael Kors is the first brand to use Instagram’s new video advertising capabilities in the UK with a series of video clips showing off its new footwear range.

The New York-based fashion label has made use of the Marquee video advertising opportunities that Instagram made available two days ago with three videos for its Jet Set 6 Collection.

The campaign stars model Lily Aldridge wearing some of the six new pairs of shoes in the collection as she leisurely makes her way through Paris.

Instagram’s audience of over 300 million monthly active users will provide the brand the opportunity to target a massive audience in a short-time frame. The Facebook-owned social network is enjoying huge growth lately and is currently one of the fastest growing social networks globally, according to Global Web Index.

In choosing Instagram to advertise its brand, Michael Kors will not only reach a massive audience; it will reach one which is actively looking for fashion advertising. More than half of Instagram’s users say that they follow brands on social media and so Michael Kors’ decision to be first out the gates will not only make its campaign feel more personal, it will have the full attention of a massive, fashion conscious audience.

The Marquee ads will be determined on an insertion order and cost per thousand basis. More advertising options are available on the social media platform following this week’s update including the option to use landscape dimensions instead of the previously narrow portrait structure.

Whether Facebook’s decision to open Instagram to advertising will pay off remains to be seen with some industry analysts concerned that it could overwhelm the platform and turn away its user base.

Michael Kors’ Instagram ad campaign will have the attention of many though with users first experience of the 15 second ads coming from the brand. The ads can be viewed on Michael kors Instagram account here.