If you have an Instagram Business or Creator account, you’ve likely noticed the introduction of the Branded Content Tool in your account settings. Brands are now able to promote a creator’s organic branded content post as an in-feed advertisement on Instagram, and we’re here to let you know what that means for you as a creator based on what we know so far. As a heads up, this is a new tool, so things may change moving forward and everyone may not have access to the tool immediately. As always, we’ll be sure to keep you in the loop!
As you’re scrolling through your feed, you may notice “Sponsored” posts appearing in your feed, denoting a “Paid partnership with” a brand at the bottom of the photo. While this photo will look like an organic creator post at first glance, it is promoted by the brand to users beyond the creator’s followers for increased reach and visibility. With this tool, brands are able to scale branded content ads to resonate more organically with everyone in their target audience, regardless of whether they follow the selected creator or not.
Ultimately, this should create new opportunities for the branded content to drive performance, and may result in an increase in followers from the creator. When this tool is utilized, your post will be seen by users outside of just your followers.
So how does it work?
- When you head to your Advanced Account
Settings, you will have the opportunity to toggle on “Allow Business Partner to
Promote.” However, a brand must approve any creators before they can tag them
in Branded Content, so you cannot utilize this tool without the brand’s
- As Instagram explains below this option, this will “allow your
business partner to turn your tagged post into an ad. Once your post becomes an
ad, you will have limited options for editing it.” This means you cannot edit
or delete the most while the campaign is running or after the promotion ends
until the brand deletes the ad completely. You can, however, archive the post at
any time to hide it from your feed.
- In the Insights section of your Instagram app, you will have access to all of your organic metrics as you normally would for branded content posts. If your post is promoted, you will receive a notification.
Have questions? As always, you can reach us at [email protected] For more on Instagram’s Branded Content Tool, check out Instagram’s article here.