How to use the paid partnership label to tag organic branded content on Instagram
When you create organic branded content on Instagram, our branded content policies require that you use the paid partnership label to tag the brand you are working with. You can disclose your partnership with brands in Feed, Stories, Broadcast Channels, Live, Reels and Instagram videos.
Note: Adding the paid partnership label is only available in the Instagram app.
Before you begin
How to tag a brand partner in branded content on Instagram
Below are steps to apply the paid partnership label depending on whether you are creating a post in feed, story, reel or Instagram Live, or sharing a message in a broadcast channel.

Add the paid partnership label to 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 partner to add up to 2 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 boost 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 boosted.
  6. When you are ready, tap Done.
You can now share the post to your Instagram feed.
Add the paid partnership label to 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 partner to add up to 2 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 boost toggle on to allow the brand partner to run ads using your content.
    Note: If you add more than one brand partner, your story can’t be boosted.
  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 partner to add up to 2 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 reel.
If you participate in the Reels Play bonus program, you must review the program rules.
Add the paid partnership label to a broadcast channel message
  1. After you send a message in a broadcast channel, tap and hold the message.
  2. Tap Paid partnership.
  3. Tap switch off next to Add paid partnership label to turn on the tool and add the label.
  4. When you are ready, tap Done. Your message will now include a paid partnership label.
How to tag a brand partner during an Instagram Live
  1. When you go live, tap Details.
  2. Tap Add brand partner 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. Note: 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 content. If the brand denies your request, the paid partnership label will be removed from your content. 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 content has been published, the brand partner will receive a notification. They'll also have access to the content's insights.
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