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How to Use Instagram Branded Content Tools

If you’ve been on Instagram for any period of time, you’ve probably noticed the “paid partnership” label at the top of some users’ posts. This tag allows others on the platform to know that the particular post was paid for in collaboration, and how do these content creators and brands get that label? Through something called the Instagram branded content tool! The Instagram branded content tool helps you manage and keep track of paid partnerships within Instagram’s own app. If you’re a brand looking for a way to partner with content creators and want to set up branded content tools for your biz, we’re taking you through all the details you need to get started.

Jump to a section ✨

What is branded content?
What is Instagram branded content tools?
Who has branded content on Instagram eligibility?
How to set up Instagram Branded Content as a Content Creator
- 1. Set up brand content tools
- 2. Tag your business partner in the post
- 3. The brand must approve the post
How to set up Instagram Branded Content Tool as a Business or Brand
- 1. Apply for Facebook Brand Collabs Manager
- 2. Locate Branded Content Tools in the Instagram App
- 3. Review your branded content
- How to Remove Instagram Branded Content Tool
- 4. Promote Branded Content in Ads

What is branded content?

Let’s start with the basics: what is branded content? Branded content, according to Instagram, is “a creator or publisher’s content that features or is influenced by a business partner for an exchange of value (for example, where the business partner has paid the creator or publisher).”

Simply put: if you’re a brand, any content that is created by an Instagram partner, influencer, content creator, etc as part of your Instagram campaign or strategy.

If you’re an influencer or content creator, branded content is a post that was sponsored or paid for by a brand.

Because influencers have to disclose anything that is an ad online, the branded content tool and paid partnerships are now made more apparent with the new tagging features on the app.

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A post shared by Estée Lalonde (@esteelalonde)

What is Instagram branded content tools?

Along with the new tagging features, Instagram has also released new insights for creators and businesses to help both works together in a more seamless way.

The new “paid partnership” label makes it super clear which businesses, brands, and political figures (yes, even political figures!) are paying (or being paid!) to endorse a certain product or service.

This is also a great perk for content creators to have the label at the top of their post as it can give them leverage with other brands and give them some authenticity as they are recognized as a brand partner.

Who has branded content on Instagram eligibility?

When it comes to Instagram’s branded content eligibility, not everyone has access to the tools and there are some pretty strict guidelines and requirements on who can use their tools.

You’ll have to meet these requirements to use branded content tools:

Comply with Instagram Community Guidelines
Comply with Instagram Content Monetization Policies
Share accurate information
Monetize authentic engagement
Follow Instagram’s rules for making and receiving payments
Develop an established presence
Follow rules for politicians and governments
Avoid systemic violations

And yes, you need to meet all their requirements, or you’ll have to go back through them to satisfy each before your account can have its “not eligible” status reversed.

Other requirements you’ll need to see if you’re eligible:

You must have a Business or Creator account. If you’re a business, you must have a Business account to be tagged as a paid partner. If you need help switching, read our step-by-step guide on how to do so here.
Content creators and publishers must have an “authentic, established presence.”
Must comply with Instagram’s Community Guidelines.
You can’t be a government official who is subject to the government’s rules or ethics.

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How to set up Instagram Branded Content as a Content Creator

Now that you’re ready and meet all the requirements, you can start setting up your branded content tools for Instagram.

1. Set up brand content tools

To get started, you’ll need to set them up in your account.

Open Instagram and tap Menu
Open Settings
Click Account
Select Branded Content Tools
Click Get Tools

2.

Tag your business partner in the post

Now that you have added Instagram-branded content tools to your account, let’s start using them! After you have your photo all uploaded and caption written, click “Advanced Settings” in the bottom left corner of the screen. From here, you can click “Tag Business Partner” under Branded Content. Search for the brand or business you want to tag and voila!

You can also let brands or businesses promote your content in ads by clicking “Allow Business Partner to Promote” under Branded Content.

3. The brand must approve the post

You can’t tag a brand without their permission! Instagram automatically sets up new business accounts to they have to authorize any branded content posts. However, if the brand you want to tag won’t allow you to tag them, you must reach out to them and request permission.

How to set up Instagram Branded Content Tool as a Business or Brand

For a business to get brand content tools on their account, you’ll have to apply first.

1. Apply for Facebook Brand Collabs Manager

Go to your Facebook account and start by applying to Facebook brand Collabs Manager. This tool will help you search for influencers/content creators, explore insights, and even create branded ads on Instagram from posts that you’ve been tagged in.

Once you apply, Facebook will review your application and review your account to make sure your page can be set up for Brand Collabs.

2. Locate Branded Content Tools in the Instagram App

If you don’t have Branded Content Tools enabled yet, you can still access the tool as long as a partner tags you in branded content.

Open Instagram
Tap Menu
Click Settings
Click Business
Open Branded Content
Click “Approve Content Creators”

3. Review your branded content

If you want to allow any creator to tag you without requiring approval, you can turn on Manually Approved Tags in your settings.

If you’d like to control which posts you’re tagged in, we recommend turning on Manually Approved Tags, so you can see all posts that are awaiting your approval and approve which ones you want.

You can also see a full list of Approved Business Partners and review and add profiles to your approved list at any time.

How to Remove Instagram Branded Content Tool

If you’re rethinking a post or a partner tag, you can easily remove one!

Open the Instagram app and go to your Activity Page
Tap Branded Content
Select the post you want to untag
Tap the dots in the top right corner
Click Remove Tag

Simple and easy!

4. Promote Branded Content in Ads

Now that you have tags, insights, and creators in your roster, it’s time to start running ads for your account! Here’s the step-by-step on how to do so:

Go to your Facebook Business Page
Go to Ads Manager
Click Create an Ad
Pick your ad objective. Branded content can only be used for App installs, Brand Awareness, Reach, Traffic, Video Views, Conversions, and Page Post Engagement
Go through all the steps of ad creation
When you get to the creation of the ad image, click Use Existing Post, then branded content. You’ll be able to see all the posts that creators have approved you can use for ads from them
Preview the ad placements and click confirm to create the ad

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:

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.
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:

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

Click on the menu icon in the top right corner of your profile.
Open Settings.
Select "Account"
Select "Branded Content Tools"
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 and how to use it

Share!

Instagram branded content is content posted by bloggers. It indicates the partner: the company that paid for the post. She is credited as a "sponsor of the publication". Such posts stand out in the general feed and give access to statistics to the advertiser - the company that orders the ad. In addition, this function allows you to officially engage in advertising - the relationship of partners is spelled out in the rules of the social network.

The function appeared in Russia at the end of August 2017. It can be used in various advertising campaigns, for example, to get leads, increase brand loyalty, develop a personal brand.

Program for promotion on Instagram - SocialKit:

Collecting and filtering the target audience
Masslooking, massfollowing, massliking
Delayed posting of photos, videos and stories
Mailing in Direct, autoresponder

Registration >>>

Important: only those who maintain a company account on Instagram, and not a personal page, can be sponsors. Previously, only people with a “blue tick” could be partners, today they can be any bloggers.

See also: How to promote Instagram yourself

Allow branded content

Before users can tag your company as a sponsor of a post, you need to allow branded content. Do it in settings. Click on the three dots in the top right corner.

Click to open settings.

Then open Branded Content Approval. There are two sections here, they need to be configured separately.

Click to allow branded content.

The first section is Approved Marks Only. To allow users to create branded content, you need to move the slider to the "On" position - usually in this position, the background of the button turns blue. If you turn on the slider, you will receive notifications for each post in which you are tagged as a sponsor. If you approve the posts, they will be published. Some publications can be rejected - for example, if the blogger has not complied with the agreement on the format of the publication.

Click and users can create branded content

The second section is Approved Accounts. Use it if you trust any blogger and do not want to approve the materials every time. Add to the section all the bloggers with whom you have established normal partnerships. They will receive a partnership notification and will be able to tag you as a sponsor without additional approvals.

Related article: Advertising with bloggers on Instagram

To add users, start typing their name and select the desired account from the drop-down list.

Tag people you want to add as a permanent partner

Interesting: Instagram content plan

at

Instagram Stories .

To tag a partner as a sponsor in a regular feed post:

Select photos, videos, apply filters, add captions, or do nothing.
Click on "Advanced settings".
Click on "Tag Business Partner".
Click on the name of the company you want to tag in the publication.

Advanced settings are at the bottom

To mark a partner as a sponsor in Instagram Stories:

Tap the Stories icon in the top left corner of the screen.
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