Instagram has upgraded its Branded Content ads creation process, letting brands create Branded Content ads without a creator first posting organically.
Instagram launched Branded Content ads last year, as a way for brands to amplify their message through the voice of the creators they work with. Branded Content ads aren’t just good for brands though. They also drive value for creators as well, as they provide a lot more visibility and discovery.
Up until now, brands could only create Branded Content ads when promoting existing organic posts. This is changing with a new workflow that lets them create Branded Content ads without creators first posting organically.
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The new workflow gives brands more flexibility when running Branded Content ads, but at the same time gives creators the power to approve and pause any ads that are published from their handle.
Setting it all up is really simple: the advertiser sends a request for Ad Creation Access found within the settings (Business > Branded Content > Request Ad Creation Access) – then the creator accepts it. Then, when an advertiser creates an ad using the creator’s handle, they can approve it.
In addition to the above, Instagram has announced several other new features involving Branded Content ads. For example, Branded Content ads in Stories can now include tappable elements like @mentions, location, and hashtags. Furthermore, Instagram is now introducing the ability for businesses to promote branded content posts with product tags.
Up until now, branded content posts that included product tags could not be promoted. It will now start testing within the next few months.