About branded content on Instagram
Branded content is content for which the creator has been compensated, either with money or something else of value, by a brand or business partner. This may include when products and services have been gifted for free.
Creators must tag the brand or business partner when posting branded content on Instagram, whether posting from a creator, business or personal account. Our policies require anyone, no matter if they're on a professional or personal account, to tag business partners in their branded content when there's an exchange of value between a creator or publisher and a business partner.
Note: You can review what content is considered branded content and when you need to use the paid partnership label.
Things to note about branded content
- Before posting branded content, you must comply with our Branded Content Policies and meet our eligibility requirements for Instagram partnership ads and branded content.
- When you add 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. You can create partnership ads in Meta Ads Manager if the creator has allowed you to boost their content.
- Creators who make content that is used for partnership ads are paid off the platform. Advertising agencies and brands can only exclusively pay creators off the platform. Meta does not support payments made through the Instagram app.
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