Instagram is introducing the ability for advertisers to promote creators’ organic branded content posts as feed ads. Up until now, branded content on Instagram has been entirely organic.
With this new feature, businesses have an opportunity to tell their brand stories through creators’ voices, reach new audiences and measure impact.
Sponsoring the content directly from an influencer’s handle gives the author more authenticity and a significantly higher involvement rate.
There are 2 main steps for creating branded content ads:
- Using Existing Post Without Branded Content Tag:
First, branded content creators need to enable their business partners to promote their post as an ad, which they can do in Advanced Settings. Once they do this, the business partner will see the post on Ads Manager under Existing Posts and can choose to run it as an ad in feed or stories format.
- Campaign Set Up – Ads Manager:
When creating an ad from a branded content post on Instagram, you can use either the Reach, Brand Awareness Objective (BAO), Video Views, Traffic or Engagement objective. Once the creator has tagged your business in a branded content post and given permission to promote it.
Once the post is approved by Facebook, the ad will then appear in the Instagram feeds of your chosen audience. You won’t be able to manage or delete likes and comments that appear on the promoted branded content post.