6/14/2018 (11) 2018 Guidelines for Rating Instagram Ads - Quip

2018 Guidelines for Rating Instagram Ads

Introduction

Project Objective: Identify the advertisements people don't want to see on Instagram and understand why they don't
want to see them.

Basic Instructions

When you open the tool, you'll see a series of ads. You'll then be asked a short set of questions to summarize your
assessment of each ad.

Your answers to each question should reflect your best judgement about what ads are or are not appropriate for the
Instagram community. Just share your honest assessment and explain your answers. Your true responses are what
matter most.

Getting Started

What to Do Before Rating an Ad

Before rating each ad, look at it just as you would if you saw the same ad on Instagram.

For ads in your Instagram feed, that might include liking, commenting, sharing, clicking, or hiding the ad. Use any of
these features just as you normally would, but you're not required to use them. The most important thing is to interact
with the ad just as you would in everyday life.

Similarly, for ads in stories, enter full-screen view to make sure you see the ad as it would would look when using
Instagram stories.

What to Do Before Rating an Ad

When you're ready to begin rating ads, review these guidelines one more time to make sure you understand the
questions you'll be asked about each ad.

Just be yourself as you answer the questions. At the end of each question set, include some written comments to
explain why you rated the ad the way you did. The written feedback is very important, so please provide some for each
ad you rate.

QUESTIONS 1 TO 3

Multiple Choice Questions

When you rate an ad, you'll be shown a set of multiple-choice questions. There are three ways to answer the first few
questions:

● Not at all

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● Somewhat

● Very

Question 1: Is this ad offensive for many people?

An offensive ad makes people feel bad, hurt, upset or angry. Those feelings can stem from either the advertised item or
the company promoted in the ad.

Question 2: Is this ad misleading for many people?

A misleading ad makes people feel deceived, mislead, misinformed or scammed. Is this ad likely to make people feel
mislead, either by information in the ad itself, or whatever they know about the product or company promoted in the ad?

Question 3: Is this ad inappropriate for many people?

An ad that is inappropriate may contain content that is upsetting or disturbing to most people. The ad may not be
troublesome for you, but consider if it is likely to be controversial or undermine positive connections among people on
Instagram.

QUESTION 4

Multiple Choice

There are 5 ways to answer the next question:

1. Definitely should NOT see. Choose this option if many people are likely to have such a negative reaction to the
ad that they won't want to see it at all.
2. Maybe should not see. Choose this option if many people would prefer not to see the ad if given a choice, but
seeing it would not impact their overall experience on Instagram.
3. Not sure if people should or should not see. Choose this option if the ad won't generate positive or negative
feelings for most people.
4. Maybe should see. Choose this option if people would be untroubled by seeing the ad, but if they didn't see it,
that wouldn't impact their experience on Instagram .
5. Definitely should see. Choose this option if people are likely to have such a positive reaction to the ad that
many will actually enjoy seeing it.

Question 4: Overall, is this the kind of ad people should NOT see on Instagram?
Consider if this ad reflects what people expect to see on Instagram. Setting aside your personal preferences, is the ad a
good fit for the Instagram community? Reflect on why you feel this way, and consider this ad in the context of other ads
that appear on Instagram.

QUESTION 5

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Free Response

For this part, use your own words to answer the question.

Question 5: In your own words, why do you feel this way about the ad?

Please describe what went through your mind when you were looking at the ad. What 2 words best describe your
reactions to the ad? Why did you feel it was or was not the kind of ad people should see on Instagram? What elements
of the ad were offensive, misleading or inappropriate?

You can also use the free response to discuss aspects of the ad you weren't directly asked about. For example:

● Advertiser Brand: You can describe how you feel about the advertiser.

● Products in the Ad: Discuss items that appear prominently in the ad.

● Social Reactions: Did likes and comments associated with the ad have an impact on you?

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