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November 7, 2017

Expanding Access to the Branded Content Tool on Instagram

BY: Instagram Business Team

San Francisco, CA

Since introducing the branded content tool in June,1 creators on Instagram have been able to easily communicate when they are working with a business. This means more transparency for people whenever they swipe, share and explore their passions on our platform. Today we are expanding availability of the tool to Instagrammers with high levels of engagement and access to insights. This expansion will allow us to continue to learn how creators, businesses and the community engage with branded content.

Over the past few months, we've been monitoring community sentiment among businesses and creators using the branded content tool. What we've learned is the branded content tool provides valuable insights2 to businesses like IWC Watches (@iwcwatches), and is making it easier for creators like Xenia Tchoumi (@xenia) to clearly communicate when they are working in partnership with a business.

My Instagram is about sharing my life and my experiences with people. Whether it's my travels or a new product I'm excited about, transparency is a key component for interacting with my community. With the branded content tag, I'm able to be fully transparent about my commercial relationships on Instagram and that transparency extends to the businesses that I partner with in the form of analytics.
Xenia Tchoumi

Now creators that have access to the branded content tool will receive in-app notifications when our systems find content that falls outside of our policy. In these cases, the content's creator will be notified through the Instagram app and will have the option to tag a business. These notifications are intended to make it easier to use the “Paid Partnership with” tag and educate the community on the Instagram's branded content.

What's Ahead?

Better understanding how the community engages with branded content will help us offer more flexibility to creators and businesses using the tool. Over time, our goal is to make it simple for all Instagrammers to identify commercial relationships on Instagram.

BY: Instagram Business Team

San Francisco, CA