How to use the paid partnership label to tag branded content on Instagram
This feature is only available for business and creator accounts on Instagram.
Creators can disclose their partnerships with brands in Feed, Stories, Live, Reels and Instagram videos.
When you create branded content on Instagram, you must use the paid partnership label to tag the brand you are working with.
Before you begin:
How to tag a brand partner in branded content on Instagram
The steps to apply the paid partnership label depend on whether you are creating a Feed post, Instagram story, Reel or Instagram Live.

Add the paid partnership label to Feed posts:

  1. After you've selected a photo or video and added a caption, effects and filters, tap Next.
  2. Tap Advanced settings.
  3. Under Branded content, tap to toggle on Add paid partnership label.
  4. Tap Add brand partners to add up to two brands. You can use the search box to help you find the brand partners you would like to tag.
  5. You can turn the Allow Brand Partner to promote toggle on to allow the brand partner to run ads using your content.
    Note: If you add more than one brand partner, your post can’t be promoted.
  6. When you are ready, tap Done.
You can now share the post to your Instagram feed.

Add the paid partnership label to Instagram Stories:

  1. After you have chosen your photo or video, tap the tag icon at the top of the screen.
  2. Tap to toggle on Add paid partnership label.
  3. Tap Add brand partners to add up to two brands. You can use the search box to help you find the brand partners you would like to tag.
  4. You can turn the Allow Brand Partner to promote toggle on to allow the brand partner to run ads using your content.
    Note: If you add more than one brand partner, your post can’t be promoted.
  5. When you are ready, tap Done.

Add the paid partnership label to Reels:

  1. After you've selected a photo or video and added a caption, effects and filters, tap Next.
  2. Tap Advanced Settings.
  3. Turn the Add paid partnership label toggle on.
  4. Tap Add brand partners to add up to two brands. You can use the search box to help you find the brand partners you would like to tag.
  5. Tap the name of the brand you want to add to your post.
If you participate in the Reels Play bonus program, review the program rules for limitations of the paid partnership label.

Tag brand partners during an Instagram Live:

  1. When you go Live, tap Details.
  2. Tap Add brand partners to and search for the brand you would like to tag.
    Note: When you share branded content Live, you can only tag brands you have approval from.
  3. Tap the name of the brand you want to add to your Live.
What your branded content will look like on Instagram
When you add a brand partner to your content, a request is sent to the brand for approval.
Your branded content will have the Paid Partnership Label without the brand partner’s name if they haven’t approved you yet.
You’ll be notified once the brand partner approves your request, and their brand name will appear on your post.
If the brand denies your request, the paid partnership label will be removed from your post. If this happens, you may want to check you have tagged the correct brand, and reach out to them to resolve any issues.
Once your post has been published, the brand partner will receive a notification. They'll also have access to the post's insights.
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