Instagram may prove a valuable platform for advertisers. Instagram released its first results on ads since they began appearing November 1st. Brands saw average ad recall up 3X while brand message awareness was up 10% across four campaigns, with Levi’s reaching 7.4 million US 18-34 year olds in 9 days while Ben & Jerry’s reached 9.8 million US 18-35 year olds in 8 days. These don’t prove real return on investment, but Instagram calls the results “promising”. Instagram’s highlighting of reach, recall, and awareness shows it sees itself as a host of institutional brand advertising that generates demand, rather than a platform for direct performance advertising that fulfills demand and directly leads to sales. This pits Instagram against TV and print media opposed to Google Search and most banner ads.