Instagram Backlash: Advertising Luxury Products Doesn’t Resonate with Users

This photo of a Michael Kors “luxury watch” created Instagram controversy

The Michael Kors Social Media team got a huge wake-up call this week from their Instagram followers after posting pictures of a new luxury priced watched to Instagram.  The Nov. 1 post was essentially the first sponsored advertisement to run on Instagram. Although the above picture (which was essentially an advert) got plenty of likes, there  were over 300 comments indicating that Instagram followers weren’t receptive to this post of the high-priced item.   It makes sense that consumers of a free Internet tool are not interested in buying a luxury item, right?

Many of Michael Kors’ fans didn’t appreciate his Instagram sponsored ad

Here’s just a little sampling of what Kors’ Instagram followers thought of the brand trying to advertise/promote an item via Instagram

“If you’re going to do sponsored ads you should at least make them cheaper I can’t afford this.”

“Get this shit outta here. Nobody cares about your awfully expensive watch.”

“Most off us here are posting pics off things we love. Effectively making free ads for what we love.”

As all social networks work to increasingly monetize their platforms sponsored ads have long beena part of Facebook and Twitter and are coming soon to Instagram.   But the reaction to the Kors watch posting indicates that Instagram users don’t like sponsored ads in their photo feed.  What do you think readers? Would you buy something on Instagram via an ad, or do you think it should remain a way to share your favorite photos with out them being commercialized?

Although some fans flammed Kors with comments, analytics show that Kors Instagram following increased by 370% after the sponsored post ran.   See the full analysis of the Kors post from Nitrogram.  Looks like Oscar Wilde was right, the only thing worse than being talked about is not being talked about.