Instagram has announced that it will allow brands to promote influencer posts. Before this, brands have been able to work with influencers but have been limited to the influencer’s followers. The introduction of branded content ads will allow them to promote these posts as they do with normal ads, increasing the audience reach and engagement opportunities.
The ads will feature “Paid Partnership with ‘brand'”, which Instagram has said is ” very important for ads transparency”. For brands to take advantage of the new feature, influencers need to enable their business partners to promote their post as an ad. Once enabled, their business partners will see the posts under existing posts in their Ads Manager. Although it has been “one of the biggest requests from brands to date”, too much sponsored content on users’ feeds could turn them off.
The new feature should benefit both the brands and influencers. The brands will have the influencers creating them the content and can target specific audiences. Whereas, for influencers, they have the opportunity of their posts reaching new audiences and the opportunity of increasing their followers.
Influencer marketing has become very popular on Instagram with 68% of people going to the platform to interact with creators. It allows brands to tell their stories through the voices of people their audience connect with. Promoting content through an influencer’s account gives the post more authenticity than it would if it was promoted through the brand’s account.
When will they be available?
Instagram has confirmed that the feature will be available for feeds in the coming weeks. The feature will then be available for stories in the coming months. However, The Drum is reporting that the feature will be available for all from the 17th June. If you are interested in trying out branded content ads, Instagram has posted a handy step-by-step guide.