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October 22, 2021

New Ways for Creators and Brands to Connect and Collaborate on Instagram

BY: Instagram Business Team

San Francisco, CA

We want to make Instagram the best place for creators to make a living doing what they love while helping brands drive business outcomes by tapping into new trends and audiences. To support creators monetizing on Instagram, we’re introducing a suite of new tools that help creators and brands connect and collaborate on Instagram through brand partnerships, commerce and more.

Introducing New Branded Content Features

We're testing new branded content partnership features that help creators get discovered by more brands and make it easier for them to communicate in the Instagram app.

Creators can now add participating brands they’re interested in working with to their preferred brands list, giving them priority when brands are searching for creators.

example of "Preferred brand partners" list

We are also debuting a new folder within Instagram DMs exclusively for “partnership messages,” where brands and creators can easily find and manage their branded content partnerships. We know creators can easily miss opportunities when buried in a busy inbox, so these partnership messages skip the requests folder and get priority placement.

Left: example of "Find creators" page; Right: example of "Creator details" tab

Brands can now use data and unique filters to discover and select the best creators for their campaigns. Then they can organize shortlists to easily manage multiple campaigns.

We are testing these features with a small group of US-based creators and brands like e.l.f. Cosmetics, Eva NYC, Dr. Dennis Gross, Hawthorne and Keys Soulcare.

“I’m excited Instagram is creating ways to streamline and accelerate conversations between creators and brands directly in the app. Giving us the space to have more focused and intentional conversations means that greater and greater content is on the horizon. Thank you for continuing to facilitate and support creator growth!”
- Roger Steele

Additional Branded Content Investments

Businesses now have the potential to expand their reach in Reels by creating a branded content Reels ad. And with new account permissions, creators can enable trusted brand partners to create branded content ads from any of the creator’s tagged feed, stories and reels featuring the brand.

example of Reels from @kaiblue

For the first time, creators will be able to boost branded content posted in feed, Stories and Reels right from the app to help extend the reach of their content. We’ll be rolling out this feature to all branded content creators globally in the coming months.

Announcing Shops for Affiliate Creators

examples of Shops from @nearandchar

We know that creators also partner with brands through our native affiliate program. Today we're giving creators who are part of our affiliate test (US only) the ability to add a digital storefront to their profile on Instagram, where they can highlight all the products they love in one place. Creators can showcase individual products or collections of products within the "View Shop" button on their profile, and they'll earn a commission for the purchases they drive.

These brand-creator partnership tools are a big part of our ongoing commitment to help creators make a living on Instagram — whether they’re partnering with brands, earning money from advertising, getting support from their audience or earning bonuses directly from Instagram. As we continue testing and refining these features, we are excited to roll them out to more creators and brands in the future.

BY: Instagram Business Team

San Francisco, CA