More Branded Content Capabilities on Instagram
In addition to newer tools like badges in Live and IGTV Ads, branded content remains an important way that creators can make money. Instagram shares updates that will make it easier for creators and brands to create, share and amplify branded content across Instagram.
Bringing the Branded Content Tag to Reels + Live
Instagram wants to ensure creators can clearly disclose when they’re creating branded content, no matter what format they choose to use. To help increase transparency, the Branded Content tag is launching in Reels today, and will begin testing in Live in the coming weeks.
In June 2019, Instagram launched the ability for brands to run branded content posts as ads as a new way to amplify their brand story through the voice of creators. Branded Content ads drive value for creators, too, allowing them to gain additional visibility and discovery.
Until today, Branded Content ads could only be created by promoting the existing posts from creators. Instagram is now launching a new workflow where advertisers can create Branded Content ads without the need for creators to post organically on Instagram first. Now brands have more flexibility with fewer constraints when they want to run Branded Content ads. This new process has been designed with creator control in mind - creators can approve and pause any ads published from their handle.
Advertisers sends request for Ad Creation Access
Creator accepts Ad Creation Access
Notification sent to the advertiser upon acceptance
Creator receives notification of the created ad for their approval
Branded Content ads in Stories can now include tappable elements, such as @mentions, location and hashtags. We want brands to have access to organic Stories’ creative that is native and authentic to the Stories experience.
Branded Content ads with Product Tags
Instagram is introducing the ability for businesses to promote branded content posts with product tags. Until today, branded content posts from creators that included product tags were not able to be promoted. Now brands can get more value out of this content that makes it easy for people to shop directly from creators that inspire them.
More and more, people are shopping directly from the creators they love on Instagram - this new ad format is another way brands can provide a seamless shopping experience on Instagram. This new format will begin testing in the coming months.
Age Restrictions for Branded Content
Instagram also recently launched the ability for businesses and creators to set a minimum age for their branded content feed posts on Instagram. They can choose to set a default minimum age or a minimum age for specific countries, or a combination of both.
Instagram continue to be inspired by the creators and brands that come together to partner on Instagram. The social media app are committed to supporting this work so brands can continue to use the power of creator voices to tell their story while helping creators grow and make a living.