How to do branded content on instagram
Collaborate With Instagram Creators with Branded Content
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Expand your reach with branded content ads
Branded content ads let you amplify content from a creator’s handle, providing access to millions of consumers in addition to a creator’s organic audience.
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Enable creators to help sell your products
Increase discovery by using Shopping From Creators and Branded Content Ads with Product Tags to drive customers from “see” to “buy” in just a few clicks.
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Build meaningful partnerships with creators
With new discovery tools and additional branded content ad placements like Reels, we are constantly developing new ways for brands and creators to partner.
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Disclose partnerships with the branded content tag
Ensure brand transparency with the paid partnerships label, which can be applied to any branded content in feed, stories, Reels, and live.
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Tips to get the most out of working with creators
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Even more ways to flex with video
Adopt a holistic video strategy to get even more out of Instagram.
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@instagramforbusiness
Partner With Brands and Earn With Instagram's Branded Content
EARN WITH BRANDED CONTENT
Your followers look to you to share the brands and products you love.
And as you grow, you can start getting paid by brands for sharing that intel.
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INTRODUCING
Instagram’s creator marketplace: Where brands and creators can more easily build branded content partnerships
GET GOING
How to get started with branded content
BRANDED CONTENT TIPS
Sharpen your branded content game
Just do you
Followers can tell right away when a partnership is out of character for you. So stay true to your style and only partner with brands that really speak to you.
Own your partnerships
When a brand sponsors your content, they’ll expect to see their product front and center. And your followers will appreciate your transparency as well.
Create mobile-friendly content
Always capture video content vertically. And since content is often viewed without sound, try to add copy throughout or enable subtitles in advanced settings.
Prohibited and restricted categories
Certain products, like drugs and weapons, can’t be promoted as branded content. And others can only be promoted with restrictions, like alcohol. See the full list.
Format restrictions
Don’t include pre, mid or post-roll ads in videos or audio content. Don’t include banner ads in videos or images. See what it looks like in our visual guide.
Always disclose paid partnerships
If you’re getting paid in any form for your content, you’ll need to add a Paid Partnership label. Unsure if yours qualifies? Check out our full list of scenarios.
EARN LIKE A PRO
How to earn with branded content
Since you’ll negotiate the terms of every branded content deal, each will be different. But it’s always a good idea to provide the brand with data, like your number of followers, average number likes, views, comments and shares your organic content and past branded content deals have received. All of this will help back up why you deserve a certain rate.
Find more ways to earn.
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CREATOR SPOTLIGHT
The golden rules of brand deals according to @chazsmith
Figure out how to include the brand in a video you’re already planning. Write a skit where the brand gets sprinkled on as a nice “seasoning” at the end. And create stuff you love, not stuff you think will perform well.
Questions?
What if my business partner doesn't appear in search results when I try to add them as a brand partner?
Ask your business partner to be approved or select “Send Request” when prompted after you attempt to tag your business partner.
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Do I need to use the Paid Partnership label for things like free trips or gifted product?
Yes, anything received from business partners counts, whether it be money or otherwise.
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How can I enable brands to promote my posts?
You need to give permission before businesses will see the option to promote your branded content posts.
Then there are a few steps to follow.
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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.
What are Instagram branded content tools?
Let's clarify what "branded content" is:
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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).
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Any content created by a blogger, influencer or ambassador as part of your brand development strategy.
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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.
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!
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:
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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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Content creators/publishers must comply with the Instagram Community Guidelines.
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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.
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.
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:
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Click on the menu icon in the top right corner of your profile.
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Open Settings.
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Select "Account"
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Select "Branded Content Tools"
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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.
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.
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.
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.
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”.
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.
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.
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.
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.
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.
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".
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.
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.
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.
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.
P.S. In the same section, you can specify advertising partners.
How to remove a 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.
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.
P.S. 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.
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.
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).
