Instagram has announced branded content ads, giving advertisers the ability to promote the organic branded content of creators as feed ads, and soon, story ads.
As part of its efforts to better serve both businesses who are working together with creators in branded content deals, Instagram is now making it possible for brands to easily incorporate branded content posts into their advertising strategies.
With 68% of people saying they come to Instagram to interact with creators, brands should be able to “tell their brand stories through creators’ voices, reach new audiences and measure impact.” The Facebook ads platform now offers tools that allow businesses to reach targeted audiences that are beyond the people who follow them or creator accounts. And by running ads, they’ll also be able to access measurement tools, to optimise further, and test their campaigns.
Branded content ads will show up in feed and stories and will have a “Paid partnership with (brand name)” label on them. This is necessary to keep the partnerships that brands and creators have between them, transparent.
In the announcement for branded content ads, Liat Weingarten, VP of Brand Communications for Old Navy explains that organic reach on fashion content “has become increasingly limited,” so brands are constantly looking or better ways “to serve partner content to the right shoppers, instead of just throwing it into the social ether.”
Thus, the ability to promote content “directly from an influencer’s handle inherently gives the post more authenticity than coming from a brand handle.” It also goes without saying that this strategy also leads to a much higher engagement rate on posts.
How to Get Started
To begin with branded content ads, there are two steps that must be taken.
1. Branded content creators should enable their business partners to promote their post as an ad. This can be done in Advanced Settings.
2. Once they do so, a business partner will be able to see their posts on Ads Manager under Existing Posts. They can then choose to run those posts as ads in feed or stories format.
Much more specific, step-by-step instructions on how to set up branded content ads – for both businesses and creators – are available here.
Branded content ads for feed will be available to all advertisers in the next few weeks, while branded content ads for stories will become available over the coming months.