On October 3rd, Instagram, the social networking platform which allows users to add filters to and share their mobile photos, announced that it will, in the next couple of months, begin rolling out paid advertising content to appear in user’s streams and search results. This is inline with the trend of social networking sites using advertising revenue to monetize their platforms and to justify stock valuations with investors. This move follows Twitter and Facebook with their “promoted tweets” and “promoted posts” advertising revenue content, and just as Pinterest, another photo sharing social networking platform, has began a roll out of “promoted pins,” its first advertising program. However, Instagram says it is taking this move very carefully. Instagram knows that, like Pinterest, its platform is very visual, and by rolling out ad content though users streams and searches it can seriously diminish both user experience and engagement if not done correctly. So, Instagram wants to slowly and carefully roll out its program with unobtrusive, high quality content, that is both relevant and appropriate. Whether or not they can do this remains to be seen. I find it highly doubtful that successful advertisements just blend in, or are unobtrusive. One of the main goals of advertising is to get attention, or create awareness for a product or brand. Blending in just doesn’t cut it. What I believe will be the the case will be a slow user acclimation to Instagram’s ad program. It will start out slowly, and gradually increase into where it is everywhere. Let’s not forget Instagram is Facebook-owned. Look what that turned into. The fact is, as long as people want to use the services offered on these social networking platforms for free, advertising content is inevitable. Let’s all welcome Instagram to the party.