This is the best way to do competitive research that nobody knows about.

Key Concepts

• Hidden Ad Feed: A dedicated Instagram feed displaying sponsored content tailored to the user’s interests, based on brands they follow or interact with.
• Competitive Research: The process of identifying and analyzing competitors’ strategies, including their advertising efforts.
• Sponsored Content: Paid advertising displayed within the Instagram feed, appearing as regular posts but labeled as “Sponsored.”
• Feed Placement: The context in which an ad appears to users – specifically, within the regular Instagram scrolling experience.

Discovery of the Hidden Ad Feed

The video details the discovery of a previously unpublicized feature within Instagram: a dedicated feed of sponsored content. This feed is triggered by an in-feed prompt stating “You might like sponsored.” Unlike standard sponsored posts interspersed within regular content, this feature presents a carousel-style feed exclusively dedicated to advertisements. The key characteristic of this feed is its personalization; the ads displayed are directly related to brands the user already demonstrates interest in, either through following their accounts or engaging with their content.

Utilizing the Feed for Competitive Research

The primary benefit highlighted is its utility for competitive research. The speaker explicitly states, “This is super helpful for competitive research.” The method described involves maintaining a dedicated Instagram account solely for following competitor brands. This strategy increases the likelihood of being served ads from those specific brands within the “You might like sponsored” feed.

Advantages Over Traditional Ad Research Methods

This method offers significant advantages over traditional ad research. The speaker emphasizes that this allows viewing “what these ads look like in feeds,” providing crucial context. Traditional methods often involve platforms like the Facebook Ad Library, which show ad creative but lack the crucial element of feed placement. Furthermore, this hidden feed allows observation of “the comments that people are leaving on the ads,” offering valuable qualitative data regarding audience reception and sentiment. This real-time feedback is not readily available through other ad research tools.

Step-by-Step Implementation

The process for leveraging this feature is straightforward:

1. Identify Competitors: Determine the brands you wish to monitor.
2. Dedicated Account: Create or utilize an Instagram account dedicated solely to following these competitor brands.
3. Trigger the Feed: Scroll through Instagram until the “You might like sponsored” prompt appears.
4. Explore the Feed: Click on the prompt and scroll through the carousel of sponsored content.
5. Analyze Ads & Comments: Observe the ad creative, copy, and, crucially, the comments section for audience feedback.

Actionable Insight & Conclusion

The video’s core takeaway is a practical tip for marketers and competitive analysts. By strategically utilizing a dedicated Instagram account and actively exploring the “You might like sponsored” feed, users can gain a more realistic and nuanced understanding of their competitors’ advertising strategies and audience engagement. The speaker’s concluding advice, “make sure you spend the time to click into it and scroll through some ads,” underscores the value of this often-overlooked feature. The discovery highlights the evolving nature of social media advertising and the importance of continually exploring platform features for research opportunities.