How Instagram is Expanding its Branded Content Offerings
Instagram has recently redesigned its main home screen to counter TikTok’s rise. Particularly, the Reels icon now appears front and center on Instagram. It directs users to a page with curated content organized by people they are following and your previous engagement patterns.
Now, the platform is taking additional stepsCreators will have greater brand partnership opportunities and revenue options by creating additional branded content capabilities in Reels, Live, Stories, and posts including product tags.
Here’s a breakdown of the latest:
Integrating the branded content tags in Reels or Live
Instagram will soon introduce branded content tags for its TikTok-like product Reels. In addition, it has unveiled plans to test these disclaimers with its Live video product in coming weeks. This will allow creators to generate more revenue from their short-form and/or live video content.
“Branded content is a powerful tool for creators and businesses, and these updates will help them get more out of the content they’re creating together,” Instagram COO Justin Osofsky shared in a statement. “This will continue to be an area of focus for us as we build out a suite of monetization tools that support creators’ various needs and ambitions.”
As social platforms continue to offer creators new tools and platforms in which they can drive direct, measurable sales — the line between affiliate and creator is more blurred than ever. The pandemic continues to change the needs and ambitions of creators, requiring them to create platform-specific content instead of retrofitting one set across all channels.
New workflow and age restrictions
Branded Content ads used to be created by promoting posts already created by creators. Instagram has changed its workflow to allow advertisers and creators to post Branded Content ads. This allows for greater efficiency, flexibility, and still gives creators the power to approve or pause ads that are published from their handle.
The process is simple and follows a straightforward three-step format:
- The advertiser requests access to ad creation.
- The creator accepts ad access and a notification is sent to the advertiser after acceptance
- The creator receives notification of the created advertisement for their approval
Businesses and creators have the option to set a minimum age limit for their branded content feed posts. The official announcement states that they can choose to set a default age, a minimum age in specific countries, or a combination.
Promoting brand content in Stories and using product tags
Brands will be able now to promote branded content posts that include product tags. Branded Content Ads was not available prior to today. Branded content posts that contained product tags were not promoted by brands, making it more difficult for them to reach their target audiences.
“More and more, people are shopping directly from the creators they love on Instagram – this new ad format is another way brands can provide a seamless shopping experience on Instagram. This new format will begin testing in the coming months,” the platform shared.
What does all this mean? This means that brands have a simplified ecosystem that allows them to get more value from the content. It also makes it easier for people to shop directly with creators who inspire them. Within Stories for instance, Branded Content ads can include tappable elements, such as @mentions, location and hashtags in an attempt to give brands wider access to organic Stories’ creative that is “native and authentic to the Stories experience.”
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