Set Up Branded Content Ads

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: Some creative elements are not available for ads that run in Stories. Make sure to avoid using stickers, hashtags, emojis, or music in Stories that you would like to use in ads. Also Branded Content Ads do not support the carousel format in Feed.

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 you're a business, these are the branded content posts and Stories that a creator has given you permission to promote.

  5. Choose the branded content media that you want to promote. You'll be able to have your ad deliver on all Instagram placements (Feed, Stories, and Explore); if you accidentally selected incompatible placements, you'll have the option to remove them.

  6. 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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