Instagram has introduced a feature wherein it will allow advertisers promote posts from “influencers,” or those users who work with brands in order to promote their services or products. The logic is – the new move will widen the reach of those “branded” posts beyond just an influencer’s own following.
Here’s what Instagram has said on its official blog:
We’re introducing the ability for advertisers to promote creators’ organic branded content posts as feed ads. Branded content is an evolving ecosystem. As we’ve worked to build the right tools for both business and creators involved in branded content deals, one of the biggest requests from brands to date is the ability to incorporate branded content posts into their advertising strategies.
68% of people say they come to Instagram to interact with creators.1 With branded content ads, businesses have an opportunity to tell their brand stories through creators’ voices, reach new audiences and measure impact. Using the tools available on the Facebook ads platform, businesses can reach targeted audiences beyond the people who follow the brand and creator accounts. And by running ads, they’ll have access to measurement and can optimize and test their campaigns against their set goals for more effective marketing campaigns. When these ads appear in feed and stories, people will see “Paid partnership with” along with the brand name on each post—which is very important for ads transparency.
Content & Image Credit: Instagram business blog
