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 on Instagram can allow business partners to promote branded content posts. This means that when a creator partners with a business to create a branded content post, the creator can give their business partner permission to turn that post in to an ad.

Benefits of branded content ads

  • Creators have control over their posts. As a creator, you will need to use the branded content tag in your organic branded content in order for a post to be used in an ad. Note: You can only tag one business partner per branded content post, though you can work with more than one business partner.
  • Control over organic and paid insights. When a creator's branded content post is turned into an ad, the creator will be able to see increased engagement from their insights due to ad activity. However, your business partner will not have access to the organic insights of your post. Businesses that choose to boost a post will only have access to the paid insights from their ad in Ads Manager and will not be able to view the organic activity on a post.
  • Businesses can benefit from expanded reach. With the permission from a creator, businesses can promote a branded content post using Ads Manager, which will then appear as an ad on people's Instagram feeds. Advertisers will have the ability to reach people who are relevant to your business, beyond the creator's followers.

What branded content ads look like:

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Creators on Instagram can allow business partners to promote branded content posts. This means that when a creator partners with a business to create a branded content post, the creator can give their business partner permission to turn that post in to an ad.

When you choose to work with a business to promote your branded content post into an ad, there are a couple of important details to note:

  • Editing or Deleting Your Post. When your branded content post is used as an ad, you will not be able to edit or delete that post. If you'd like to remove the branded content post from your profile, you can archive it.
  • Giving Advertising Permissions. Once the campaign ends, your branded content post is eligible to be promoted again by that same business partner, unless you toggle off the Allow Business Partner to Promote option. In other words, as long as you give permission, your post can be promoted more than once.
  • Creator vs. Business Insights. As a creator, you will have control over the organic insights of your branded content post. On the post level of insights, you'll be able to see how people are interacting with your content organically. When an advertiser chooses to promote your branded content post, they will only be able to see the paid insights for that post.
  • Increased Profile Insights. When your branded content post is being used in an ad, your profile may receive increased traffic. From your profile insights, you may see an increase based on the exposure of your business partner's ad.
  • Notifications. Once an advertiser has turned your branded content post into an ad, you will receive a notification in the app.
  • Advertising Your Own Content. At this time, you will not be able to promote your own branded content post.

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Creators, Public Figures and Publishers

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

Creators, public figures and publishers can tag a business partner when they post branded content. 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 Branded 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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Anyone who needs to disclose branded content can apply for access to it within the app (under ‘Branded Content’ in Settings). Creators, public figures 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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Creators will always have complete control of whether a business can promote your branded content post. You have to give permission before businesses will see the option to promote your branded content posts. Additionally, you can always archive the post, so you have control whether or not the post appears on your profile.

To allow a business partner to promote:

  1. Create a post.
  2. On the screen where you write a caption, tap Advanced Settings.
  3. Tag your business partner using the Branded Content tag.
  4. Tap Allow Business Partner to Promote.
Your business partner can now promote your branded content post in Ads Manager. Note: You can only tag one business partner per branded content post, though you can work with more than one business partner.

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Business Partners

All business partners must approve any creators, public figures or publishers who can tag them in Branded Content. You can turn this setting off in your Branded Content Approvals if you don’t want to approve partners before they can tag you.

To set up partner approvals:

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

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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At this time, you can only promote branded content posts.

Branded content ads let a creator work with a business to expand their reach of the branded content post. When a creator shares a branded content post with their organic audience, they can give a business partner permission to turn that post to an ad. The following instructions are for businesses that want to create a branded content ad with a creator.

Before you begin:

Set Up Branded Content Ads

To create a branded content ad:

  1. 1. Go to Ads Manager and create an ad.
  2. Pick an objective that is available for branded content:

    • Brand Awareness
    • Reach
    • Traffic
    • Video Views
    • Page Post Engagement
  3. Continue creating your ad.

    • At the Audience step, set your targeting. Note: Businesses will have to use their own audience and can't specifically target a creator's list of followers for the advertisement.
    • At the Placements step, select Instagram Feed. This is currently the only placement available when promoting branded content posts on Instagram. Instagram Stories and Facebook feed are not currently available as placements.
  4. At the Ad level, click on Use Existing Post. Here you'll see the list of available branded content posts in the Creative section. These are branded content posts that a creator has given you permission to promote.

    Choose the branded content post that you want to promote on Instagram. You'll only be able to promote this post on Instagram feeds; if you accidentally selected incompatible placements, you'll have the option to remove them.

  5. You'll see a preview of your ad. If everything looks good, finish creating your ad and click Confirm.

Once you've created your ad, it will be reviewed by Facebook and you'll be notified when it's approved. The ad will then appear in the Instagram feeds of the audience you chose. You won't be able to manage or delete likes and comments that appear on the promoted branded content post.

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At this time, you can only promote branded content posts.

After you've created a branded content ad, you'll be able view the ads performance in Ads Manager. Creators and businesses will have different metrics and insights to view how their branded content ad is doing.

Creator Insights

  • The insights creators have on their branded content ad will be the same insights that they have for organic posts.

Business Insights

  • Businesses will be able to view their ad performance in Ads Manager. These insights will pertain only to the ad's performance, and will not provide additional details that are only available to the creator.
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