Branded Content on Instagram

Overview

This feature is gradually rolling out to select partners and may not be available to you right now.

We define branded content as a creator or publisher's content that features or is influenced by a business partner for an exchange of value (for example, where the business partner has paid the creator or publisher).

Our policies require creators and publishers to tag business partners in their branded content posts when there's an exchange of value between a creator or publisher and a business partner. You can read the full policies here.

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Creators and Publishers

This feature is gradually rolling out to select partners and may not be available to you right now.

Certain accounts can mention a business partner when they share branded content as a post in feed or in a story. This means that these accounts have a commercial relationship with the business partner that's mentioned, and that they were compensated in some way for the post.

Things to note about Sponsored Content:

  • When you tag a partner, people will see Paid partnership with... above your posts.
  • Branded content posts are not the same as the ads you see on Instagram. At this time, branded content posts can't be promoted.
  • Before posting branded content, please read our Branded Content policies.
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This feature is gradually rolling out to select partners and may not be available to you right now.

Creators and publishers can tag business partners in branded content through feed and stories in Instagram.

To tag business partners in your branded content posts in feed:

  1. After you've selected a photo or video and added a caption, effects and filters, tap Next.
  2. Tap Advanced Settings.
  3. To search for the business, tap Tag Business Partner. Please keep in mind that, the business partner must have a business profile to appear in search results.
  4. Tap the name of the business you want to tag in your post.

If the business appears in the search results, but doesn't allow you to tag it, you must contact your business partner and ask to be approved. Once your post has been tagged, the business partner will receive a notification. They'll also have access to the post's insights.

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This feature is gradually rolling out to select partners and may not be available to you right now.

Creators and publishers can tag business partners in branded content through feed and stories in Instagram.

To tag business partners in your branded content stories:

  1. From Feed, tap in the top left of your screen
  2. Once you've taken a photo or video, tap the link icon at the top of the screen.
  3. Tap Tag Business Partner to search for the business. Please keep in mind that, the business partner must have a business profile to appear in search results.
  4. Tap the name of the business you want to tag in your story.
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Business Partners

Business partners can approve creators in advance, to avoid the need to approve each tag request separately.

To set up partner approvals:

  1. Tap to go to your Business Profile, then tap .
  2. Under Business Settings, tap Branded Content Approvals

Now that you've selected the creators you'd like to approve, you'll no longer need to review each of their tag requests. If you want to approve the creators or publishers who can tag you in posts, turn the Require Approvals toggle on.

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Business partners can view insights for branded content they've been tagged in.

Before you Begin

  • Once a business partner has been tagged in a post or a story, they'll be able to see organic insights on the Branded Content section of Page Insights.
  • For posts in Feed, businesses will be able to see reach and engagement.
  • For stories, tagged business partners will have a 14-day window to see reach, taps forward, taps backward, replies and exits. Creators will continue to see metrics directly on Instagram insights, as opposed to Page Insights on Facebook.
  • Stories insights will last only 14 days.

Access insights from your Facebook Page

To access insights for branded content from your Facebook Page:

  1. Go to your Facebook Page
  2. Click Insights
  3. Click Branded Content
  4. View your insights

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This feature is gradually rolling out to select partners and may not be available to you right now.

Business partners can view insights for branded content they've been tagged in.

Before you begin

  • Once a business partner has been tagged in a post or a story, they'll be able to see organic insights on the Branded Content section of Page Insights.
  • For posts in Feed, businesses will be able to see reach and engagement.
  • For stories, tagged business partners will have a 14-day window to see reach, taps forward, taps backward, replies and exits. Creators will continue to see metrics directly on Instagram insights, as opposed to Page Insights on Facebook.
  • Stories insights will last only 14 days.

View Branded Content Insights in Business Manager

To view the performance of your branded content posts and stories in Business Manager:

  1. Go to Business Manager
  2. Under Measure & Report, click Branded Content
  3. View your insights

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