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The analysts detailed Snap's woes and put the blame squarely on Instagram, calling it "likely to be more disruptive than previously expected." They also said that Instagram was "giving advertisers sponsored lenses for free." Instagram launched its version of lenses, called face filters, in May.Business Insider spoke with six advertising executives about Instagram's strategy, and while they were unable to confirm that free trials were being offered for sponsored lenses, they said Instagram regularly looked to incentivize advertisers to spend more on the platform by offering them free chances to test new ad products or credits to cover production costs.When an auto brand wanted to test video ads on Instagram Stories and created an ad that needed to be resized, for instance, Instagram absorbed the additional cost of editing for the brand, according to the same media buyer.The brand spent ,000 with a partner to get the video reformatted, which "magically appeared back on its account," the person said."Because our client is very much about testing and learning, we've been given credits for the opportunity to test a couple of new products and see how well they work for the client." Another media buyer added that offering free trials was a product and sales strategy that Facebook and Instagram regularly employed, comparing them to "test-drives before you make the investment." Facebook and Instagram offer such trials both for new products and to get brands that haven't yet tried products to test them.

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It has deep pockets and a 0 billion market capitalization. Tom Buontempo, the president at the social-media marketing agency Attention, told Business Insider that Instagram saw this as a window to strike.Its growth has been a concern for investors and advertisers alike.Several banks have recently cut their price targets on its stock, which has been sliding.Snapchat's a tool that can be used for fun, instant connections with loved ones.Used inappropriately it can have dire consequences.

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