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Instagram Branded Content – Transparency for Paid Collaborations on Instagram

Instagram branded content

Hashtags like #ad or #spon should be seen less on Instagram soon. Instagram announced a new branded content feature to tag paid collaborations with brands. This is a big step towards more transparency on Instagram, which has become a profitable income source for influencers on one side and a big marketing channel for brands on the other side. Now the feature will be rolled out internationally.

More Transparency on Instagram

The importance of transparency on social media platforms like Instagram or Facebook is increasing. As there are more and more advertisements happening, it was definitely time for a change. Already on Facebook, a branded content feature was introduced that allows verified business pages to tag a brand they are collaborating with. Instagram states “community means clarity”. As an influencer’s relationship to their followers is based on high trust, this means that transparency will be more and more crucial to not lose credibility as an influencer as well as a brand.

Source: Instagram

New Instagram Feature to Fight Fake Engagement and Followers

Living in times where buying followers and likes seems as normal as grocery shopping, it is time for a change for the brand side as well. The new branded content feature allows brands to see the performance of the post they were tagged in. This way content creators who rely on fake followers won’t have a chance to keep up this illusion anymore. Brands will be able to measure the success of their campaigns and the budget spent. See the detailed brands view in the Instagram article.

How it Works

When adding a new post to your feed you can add your collaboration partner in the advanced settings section. As the feature is being rolled out, it might not be available for you yet.

Source: Instagram
Source: Instagram

Branded Content in Instagram Stories

As most collaborations do not just run on Instagram feeds but also on an influencer’s Instagram Story, the feature to tag brands will be available in stories as well. A little note on top of the screen will say “Paid Partnership with..”

Source: Instagram


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    • The tool is in the first phase of its rollout. It is available to a selection of users and once enough feedback has been collected, it is expected that this new feature will be extended to more users.



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