Create a Branded Content Ad With an Existing Organic Post
Branded content ads let a creator work with a business to expand the reach of their branded content. When a creator shares a branded content post or Story with their organic audience, they can give a business partner permission to turn that content into an ad. Both businesses and creators can use the following instructions to create a branded content ad.
Before you begin:
Note: Branded Content Ads only support the 1:1 ratio Carousel format in Feed. Also, some creative elements are not available for Branded Content ads that run in Stories. If the advertiser would like to turn a creator's story into an ad, the creator can use up to five of the following interactive elements: location sticker, hashtag sticker, tappable text and @mention sticker for the creator or the business partner's profile. Or the creator can use one countdown sticker. The creator can only use the polling sticker and the Swipe Up CTA on ads that are created without a pre-existing post. However, the creator should avoid using emojis, GIFs, music stickers, link stickers, more than one sticker and more complex creative tools.
Set Up Branded Content Ads
To create a branded content ad:
  1. Go to Ads Manager and create an ad.
  2. Pick an objective that is available for branded content:
    • App Installs
    • Brand Awareness
    • Reach
    • Traffic
    • Video Views
    • Conversions
    • Page Post Engagement (Feed only)
  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, Stories or Explore.
  4. At the Ad level, click on Use Existing Post. Here you'll see the list of available branded content posts and Stories in the Creative section. If a creator has given you account level permissions, your business has access to all the creator’s branded content posts and stories.
  5. Choose the branded content media that you want to boost. You'll be able to have your ad delivered on all Instagram placements (Feed, Stories, and Explore); if you accidentally selected incompatible placements, you'll have the option to remove them.
  6. When you select the existing branded content post, you may see options to optimize the post.
    • Here, you can check the box to have your ad automatically delivered from a creator handle (in paid partnership with the brand) or with the brand handle (in paid partnership with the creator), based on which account people are most likely to respond to. This is only available for the Traffic and Conversions objectives.
  7. You'll see a preview of your ad. Then, finish creating your ad and click Confirm.
Once you've created your ad, it will be reviewed by Meta 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 boosted branded content post.
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