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How to add paid partnership on instagram post


How to Use the Paid Partnership Feature on Instagram & Enable Businesses to Promote Your Content

An increasing amount of influencers are using Instagram’s “Paid Partnership With” feature to grow their audience, and brands are also utilising Instagram 'sponsored posts' to reach a wider audience than is achievable through purely organic reach.

Instagram is now one of the best channels for the promotion and distribution of paid social ads. In fact, Instagram's ad revenues are poised to reach over 18 billion US dollars by 2021. We've all seen the increase in prevalence of influencer marketing in our feeds, and know the power of UGC and influencer recommendations. Paid partnership put the power of both of these features into one handy tool for marketers and influencers to use.

The paid partnership feature increases transparency with the audience, offers access to insights and eliminates the risk of negative consequences from sponsored posts, such as any confusion around disclosure or issues with AANA or ACCC.

There are a number of effective techniques and strategies that you could implement to promote your branded content on Instagram; however, we will discuss how brands can use paid partnership feature to reach new audiences and increase engagement rates.

Enable Businesses to Promote Your Branded Content

A paid partnership on Instagram occurs when an influencer or brand advocate shares a post or story on the platform and tags in a business account as a Business Partner. When applied correctly, the paid partnership tag appears at the top of the image or story where the area/location normally sits.

Creators will always have complete control of whether a business can promote a branded Instagram post. The Influencer will have to give permission before businesses will see the option to promote the branded content posts.

Note that the influencer and the business being promoted all have to agree on the specifics of the partnership before it can progress - this includes agreement on any additional rates for 'boosting' of the post.

For brands, the paid partnership function provides direct access to insights on the influencer and the engagement they are bringing to the brand. This function helps brands to gather information and statistics on how the sponsored content campaigns are performing on Instagram, allowing brands to make better decisions for future Instagram marketing campaigns.

As an influencer, the paid partnership function assists in building a more transparent, trusting relationship with the audience through the disclosing of sponsored posts.

So, let's get started with how to create that brand handshake! Before you begin, make sure your Instagram app is up to date.

For influencers: To tag business partners in your branded content for Live, Reels, IGTV videos & Instagram feed:

  1. After you’ve selected a photo or video and added a caption, effects and filters, tap Next.
  2. In Live: click Title.
  3. In Reels, IGTV videos & Feed: Tap Advanced Settings.
  4. To search for the business, tap Tag Business Partner.
  5. Tap the name of the business you want to tag in your post.

To allow a business partner to promote through the Instagram app:

  1. Create a post.
  2. On the screen where you write a caption, tap Advanced Settings.
  3. Tag your business partner using the Branded Content tag.
  4. Tap Allow Business Partner to Promote.

Your business partner can now promote your branded content post in Ads Manager. Note: You can only tag one business partner per branded content post, though you can work with more than one business partner.

To tag business partners in your branded content for Instagram Stories

When you go to publish your Story, select the link icon located at the top of the story creation screen to open the ‘More options’ screen. Tap ‘Tag Business Partner’ and search for the brand’s Instagram handle.

https://www.youtube.com/watch?v=N3qHoDQwTIk

And now for Brands:

Step 1. Add partner approvals for branded content

Once your brand has been granted access to this feature, you’ll need to begin by turning on your partner approval setting.

  1. Go to Options and find Business Settings. Scroll down and find Branded Content Approvals.
  2. Approval is currently automatically off. Toggle on to approve.
  3. If you want to find additional creator accounts to approve, they live below the Require Approvals toggle button.
  4. Any approved creator accounts will show up.
  5. Once all creator accounts are approved, your brand approval tray will be empty.

Step 2. Tag notification and tag removal

Once the campaign goes live, the business partner will receive a notification via Facebook, Instagram, and Instagram Direct if it is a Branded Content post on Stories.

Step 3. Set up branded content ads

Once the influencer has shared the post or story you want to promote, Go to your Ads Manager and create an ad. This process will remain the same as it usually does, however, when choosing your media, click on ‘Use Existing Post’. Here you’ll see the list of available branded content posts and stories in the ‘Creative’ section. These are the branded content posts and stories that a creator has given you permission to promote. You'll be able to see the results just like you do all of your other Facebook ads!!

Instagram Paid Posts: Instagram Ad Types That Help Increase Brand Awareness

There are a number of tools that brands can utilise to start their paid social media campaigns on Instagram to reach their target audience. For example, theright.fit enables a brand to collaborate with a content creator or influencer if they want to advertise on Instagram through organic content posting. By utilising the 'In Paid Partnership' feature, you're amplifying the already successful organic content, and further increasing your influencer marketing ROI.

Circling back to how advertising via Instagram ads started

Instagram didn't previously offer an option for direct monetisation of user-generated content (UGC). Since Facebook owns Instagram now, Facebook business page owners found themselves wondering how they can leverage the business potential of this social media channel. Hence, 'Branded Content' partnerships between influencer UGC and Brands was born.

The main advantage of Instagram advertising over other social media channels is that it actually provides businesses with an opportunity to reach Instagram users through creating sponsored posts with beautiful, high-quality photos or engaging video ads that show the product or service in real life scenarios, being used by real customers or influencers of the product. When people look at an Instagram feed, they see such visual assets in their full glory and instantly understand what you do and who you help. Its a rich visual storytelling platform, and influencers help add additional reach and credibility to your brand.

Publishing tips when creating ads on Instagram

If you're a brand looking to grow your social following, increase conversions, or drive traffic to site, then look using influencers and additionally the In Paid Partnership feature could be a great option for you. Theright.fit allows you to find & work with influencers in a huge range of verticals, and identify those who are high quality content creators who's content is likely to perform well as amplified advertising. It's a fast and affordable way to reach new audiences and create UGC at scale.

Here are some tips when sharing promoted posts on the 'Gram:

  • For both brands and influencers, don't just rely on mutual tagging when publishing regular posts or carousel ads. Use relevant hashtags that describe the product and make it easier for your targeted audience to search for you.
  • Publish Stories ads, video post ads, IGTV ads or other ad delivery types that are designed to attract attention and encourage people to engage. You have to evoke a feeling in your audience and its important that the content feels authentic to the influencer, and that they have been given creative freedom despite it being a paid campaign.
  • Make sure all the relevant people are credited and tagged -this is good etiquette but also increases discoverability by ensuring your post shows up on their page too
  • Think about audience - make sure you're targeting the right people with relevant content. You can find a relevant influencer for every niche, so take the time out to make sure you pick the right influencer to target the ads to
  • Refresh your content regularly - as consumers are targeted by more content than ever, its important to refresh your content regularly so people dont get ad fatigue. Another great reason that influencer content is a great way to fill your businesses content needs!

If you're a business looking to create promoted posts, theright.fit could be the perfect marketplace for you. It has a variety of influencers and content creators that make it easy for you to further your brand's visibility and engagement. Simply post your job and let the talented creators in theright.fit marketplace pitch on your job and show you the creative ideas they have to bring your brand to life and make your ads a success.

How to use the paid partnership label to tag branded content on Instagram

This feature is only available for business and creator accounts on Instagram.

Creators can disclose their partnerships with brands in Feed, Stories, Live, Reels and Instagram videos.

When you create branded content on Instagram, you must use the paid partnership label to tag the brand you are working with.

Before you begin:

Enable branded content tools which include the paid partnership label.

Follow our Branded Content Policies and Partner Monetization Policies.

Remain compliant with our Community Guidelines and Content Monetization Policies.

Your brand partner must have a professional (business or creator) profile to appear in search results when you add them to branded content.

How to tag a brand partner in branded content on Instagram

The steps to apply the paid partnership label depend on whether you are creating a Feed post, Instagram story, Reel or Instagram Live.

Add the paid partnership label to Feed posts:

After you've selected a photo or video and added a caption, effects and filters, tap Next.

Tap Advanced settings.

Under Branded content, tap to toggle on Add paid partnership label.

Tap Add brand partners to add up to two brands. You can use the search box to help you find the brand partners you would like to tag.

You can turn the Allow brand partner to promote 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 promoted.

When you are ready, tap Done.

You can now share the post to your Instagram feed.

Add the paid partnership label to Instagram Stories:

After you have chosen your photo or video, tap the tag icon at the top of the screen.

Tap to toggle on Add paid partnership label.

Tap Add brand partners to add up to two brands. You can use the search box to help you find the brand partners you would like to tag.

You can turn the Allow brand partner to promote 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 promoted.

When you are ready, tap Done.

Add the paid partnership label to Reels:

After you've selected a photo or video and added a caption, effects and filters, tap Next.

Tap Advanced Settings.

Turn the Add paid partnership label toggle on.

Tap Add brand partners to add up to two brands. You can use the search box to help you find the brand partners you would like to tag.

Tap the name of the brand you want to add to your post.

If you participate in the Reels Play bonus program, review the program rules for limitations of the paid partnership label.

Tag brand partners during an Instagram Live:

When you go Live, tap Details.

Tap Add brand partners to 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.

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.

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 post.

If the brand denies your request, the paid partnership label will be removed from your post. 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 post has been published, the brand partner will receive a notification. They'll also have access to the post's insights.

Learn more

How to get access to the paid partnership label

View insights for your branded content

How to Use Instagram Branded Content Tools for Your Business

Instagram Branded Content Tools may seem like a feature only big brands use, but trust me, it can be a real asset to your strategy, no matter what your capabilities!

You can have full control over which posts influencers have tagged you as a paying affiliate and get real-time insight into how tagged posts are performing - making your partnerships with influencers and bloggers more efficient, transparent and traceable. nine0003

What are Instagram branded content tools?

Let's clarify what "branded content" is:

  • According to Instagram's rules, branded content is author or publisher content that mentions a business partner on a commercial basis (for example, when the partner paid the author or publisher).

  • Any content created by a blogger, influencer or ambassador as part of your brand development strategy. nine0003

  • Any message that was commissioned, sponsored or paid for by a brand.

Instagram has created tagging and analytics features for businesses and creators, branded content tools that help make paid brand partnerships more understandable to people scrolling through the feed.

They are designed to help businesses and bloggers work together in a more transparent way. Which will be very helpful as businesses and brands increasingly need to be crystal clear in their disclosure of paid partnerships. nine0003

For content creators, being able to mark a post as an official paid partnership adds an extra layer of authenticity to their content - presenting them as a recognized brand partner.

This can be a huge advantage for authors looking to build their reputation and get more partnerships. Especially if they are micro-influencers trying to expand their business portfolio.

So whether you're a brand or an Instagram content creator, using branded content features is a win-win situation! nine0003

Who is eligible to use Instagram's branded content tools

To get started with the branded content tools, you'll first need to comply with Instagram's policies.

Here is an overview of who the function is available to:

  1. Content creators/publishers must have a business profile or Creator account. Business partners must have a business account to be marked as a paid partner.

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  2. Content creators/publishers must comply with the Instagram Community Guidelines.

  3. Content creators/publishers cannot be government officials subject to government regulations or ethics.

Once you meet these requirements, setting up and using Instagram's branded content tools is very easy.

How to set up branded content on Instagram

There are different steps for businesses and content creators to start using Instagram's branded content feature.

Brands & Companies: Approving Requests, Viewing Affiliate List

All you need is a business account to start tagging in branded content posts from your partners, influencers or brand ambassadors.

By default, you will have to manually approve all branded content posts in which you have been tagged. If you want automatic approval, just go to your settings, select "company" and open the "branded content approval" tab. nine0003

Here you can turn on or off the "manually approve labels" switch.

If you want to control all marks, it's better to leave manual approval.

In this tab, you can also view all incoming Tag Requests and see a list of all approved Business Partners that you work with on a regular basis.

Adding a content creator as an approved business partner will speed up the entire process because they never have to wait for you to approve their request before they can click the Publish button. nine0003

Influencers and Content Creators: Setting up branded content tools and requesting a partnership tag

As a content creator, you will need to set up the branded content feature in your account before you can start tagging companies in your posts.

To do this, follow these 5 simple steps:

  1. Click on the menu icon in the top right corner of your profile.

    2. nine0013

    Open Settings.

  2. Select "Account"

  3. Select "Branded Content Tools"

  4. Click "Access Tools"

Once you have enabled the feature in your account, you can start tagging business partners in your posts.

To do this, select "Advanced Settings" on the photo or video while recording. nine0003

Select tag business partner and then search for their account.

If you want to tag a story, then when creating it, click on the link icon at the top of the screen, select "Tag business partner".

Note: Business Partners must have a Business Profile to appear in search results.

If the profile appears in the search results but does not allow you to tag it, you will need to contact the business partner and ask for their approval. nine0003

Once your post has been tagged, the Business Partner will be notified and will be able to see your post's information and statistics.

How to use branded content posts on Instagram for your advertising strategy

One of the main features of branded content tools is that you can easily promote a brand with a business partner's tag in the feed and stories.

This is a huge benefit for brands looking to get more out of their advertising spend, as tagging a product or service from a well-known blogger or influencer can carry much more weight in the eyes of a potential customer. nine0003

To do this, content creators must enable the "Allow business partner to promote" option in the advanced settings of the Instagram post.

After the content creator does this, affiliates will see the post in their Ads Manager and can start promotion in feed or stories.

Instagram branded content tools are a great way to make your blogging partnerships more effective and trackable, and be super transparent with your audience. nine0003

And you can easily promote posts tagged with branded content, attracting a new audience.

Branded content on Instagram: what it is, how to do it or remove it

Everyone has long been accustomed to advertising on Instagram. There are targeted ads, and influencer ads, when a brand account is mentioned in a post or story. In order to regulate the market of collaboration between bloggers and brands and to distinguish advertising from ordinary publications, the developers have created a special tool - “branded content”. nine0003

In this article, we will analyze how branded content works, what advantages it gives advertisers, how to add branded content mark and monitor its statistics.

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Read also: How to order advertising from bloggers and how much it costs

What is branded content on Instagram

Branded content is a post that mentions a brand and has a special mark “Publication Sponsor”. I mean, it's paid advertising. The mark shows that there is a commercial relationship between the blogger and the company, although this does not always mean that the author receives a monetary fee - a post or story can be published on a barter basis. nine0003

The purpose of creating branded content is to create a positive brand image, increase loyalty and, in specific cases, sales.

The main feature of branded content on Instagram is not even a mark, but the ability to monitor post/story statistics and launch paid advertising with a posted post (that is, you can reach not only blogger’s subscribers, but also other Instagram users, although this works, only if the blogger has given permission for advertising). And it is also an opportunity to control which publications can be marked. nine0003

It is not necessary for a blogger to dedicate an entire post to the brand, he can be mentioned in passing, the main thing is that the publication could attract attention and retain the audience. So branded content can be collections, life hacks, stories about yourself, reviews, photos of attended events.

P.S. Interestingly, among Russian-speaking bloggers it is not so easy to find publications with a mark, even if the content is branded by all indications. Basically, they post standard advertising posts with mentions of the promoted account in the text of the post or in stories. The mark “Publication Sponsor” is more often found on the pages of foreign bloggers. An example is an Old Spice ad with Dzharakhov. There is a mention of the brand in the text, but there is no mark "Sponsor of the publication" above the post. nine0152

Interesting: How to use Brand Collabs Manager to advertise .

Instagram branded content tools

How to tag a blogger, approve it for a brand and monitor the effectiveness of publications:

How a blogger can access branded content tools

Not every account owner can indicate their partners in posts and stories. If, after reading the article, you find that you cannot specify the sponsor of the publication, then you have not received access to branded content tools. nine0003

The problem is solved in a couple of clicks - you need to go to the account settings, then to the "Account" section. We find the section “Tools for working with branded content”.

Under "Branded content tag" click on the blue line "Get access to tools".

Follow the instructions - for example, you may need to change the account type. When everything is ready, there will be a green checkmark next to the line "Branded content tag" and it will be written that you can use the tag. nine0003

How to add the "Sponsored Post" tag when posting content We add a post in the standard way (through the usual plus on the main page, through the + on the profile page in the upper right corner or through the camera tool).

We put filters on the photo, edit it at our discretion and go to the settings where you can add a description, place, tag people.

Step 2 . Find the item "Advanced settings" at the very bottom.

Step 3 . We go down to the "Branded content" section. There are 2 points here - mark a business partner and allow a business partner to promote content. First, we are interested in the first tab, click on it. We find the partner's account in the search and click.

Step 4 . Next, you need to send a request for approval - the partner will receive a notification, and if he approves the request, a mark will appear at the top of the post. In the drop-down window, click "Submit Request". nine0003

Step 5 . Let's go back to the "Branded Content" section. If we don't mind the brand using our post in their advertising campaigns, drag the slider to the ON position next to the "Allow business partner to promote content" item (this option is disabled by default).

Important: you will not be able to delete or edit the post for the duration of the AC.

Stories example:

Step 1 . We create a story in any convenient way (through the usual plus on the main page, through the + on the profile page in the upper right corner, through the camera tool in the messenger, by clicking on the circle in the list of stories or by swiping to the right).

Step 2 . When finished working with stories (editing, adding text and stickers), click on the link tool.

Step 3 . We find the already familiar section “Branded content”. We mark a business partner in it, as described in the previous paragraph, and give him permission to promote stories for a fee, if you don't mind. nine0003

How to tag an existing post

To a posted post:

Step 1 . Open the post in full screen and go to its menu (3 dots in the right corner above the post).

Step 2 . Click edit. A blue line “Add partner” appears above the post, you need to click on it.

Step 3 . Then everything is as in the previous paragraphs - we find the partner's account, make a request for a mark, if necessary, allow us to promote the post in advertising. nine0003

To placed story:

Step 1 . Open the story, click on the menu (3 dots in the lower right corner).

Step 2 . We find the item "Mark a business partner" and act by analogy.

How does a brand approve a post with a tag

When a blogger submits a tag request, the brand is notified. You can find tag requests in your profile settings under Campaign or Contributor (if you have an author account) - Branded Content. nine0003

Shows the number of requests in the Label Requests section.

This is what the request looks like:

To approve the tag, simply click "Approve".

By default, the settings are set to manual approval of tags and it is better not to disable it, so as not to accidentally become a "Sponsor" of dubious content to which you are not related.

How to give permission to a blogger to mention a brand in posts and stories without asking

If you have worked with an influencer for a long time and trust him, you can add the author to the list of approved business partners. Then he will not have to send a request every time - the mark will be put down automatically immediately after the partner marks you as a publishing partner.

To add a content author to approved, go back to the settings - "Campaign" or "Author" - "Branded content" - "Approved business partners".

Find the required account in the list and click on the "Approve" button. You can always remove a partner from the list - you will need to click "Remove" opposite his name. nine0003

In the same section, you can specify advertising partners.

How to remove your brand tag from a post

If you don't want to be featured as a content sponsor, you can remove your tag from a post. This is done for various reasons, most often if the collaboration with the influencer has ended or its content threatens the brand's reputation.

To remove the mark, find the post in the blogger's account, click on it, go to the menu (3 dots) and click "Remove me from the post". You can also block a content creator's page and prevent them from tagging you in their posts in the future. nine0003

How to track statistics

Statistics can be tracked in Brand Collabs Manager. If your application as an advertiser has already been approved and you have received full access to the service, then you need to go to the "Statistics" section and find the necessary content in it.

You can view statistics on reach, impressions, engagement, and reach channels (ad or organic). Stories additionally show statistics on scrolling forward and backward, exiting stories, and replies. nine0003

Statistics on branded stories are stored for 14 days, statistics on posts - all the time.

How to launch an ad for branded content

If the blogger allowed the use of his content for advertising purposes when adding the tag, you can safely promote the publication.

This is done in Ads Manager. First you need to create an advertising campaign. The process of creating ads is described in detail in the article “How to set up ads on Instagram through Facebook”. At the stage of adding a creative, we select an existing publication from the section with branded content and launch it like a regular advertising campaign. nine0003

Benefits of branded content tags

How can advertisers, content creators, and general users benefit from the “Publication Sponsor” tag?

More trust from subscribers. The blogger does not hide commercial relations with the advertiser and he does not have to pretend that he “accidentally” went to this cafe, “accidentally” bought the best vacuum cleaner in the world (which was actually donated by the sponsor), “accidentally” wears clothes with symbols brand. nine0003

The brand can track sponsored posts , approve or reject tags and control the process of cooperation with the blogger.

Branded content can be advertised in Ads Manager if the blogger has allowed its promotion, that is, you can reach not only the blogger's subscribers, but also a wider audience. While the publication is in the advertising account and is being promoted, the blogger will not be able to delete or edit it (only move it to the archive).

You can look at the statistics and understand the effectiveness of promotion , and not take the word of a blogger, that is, the risk of being deceived is reduced (although bloggers can still wind up views, so we advise you to study our material: how to check a blogger for cheating).

Learn more