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November 20, 2020

More Branded Content Capabilities on Instagram

BY: Instagram Business Team

San Francisco, CA

Updates to Branded Content on Instagram

We are committed to helping creators turn their passion into a living on Instagram. In addition to newer tools like badges in Live and IGTV Ads, branded content remains an important way that creators can make money. Today we’re sharing updates that will make it easier for creators and brands to create, share and amplify branded content across Instagram. (Update on October 5, 2021 at 10:00AM PT: IGTV ads are now called Instagram In-Stream video ads.) (Update on March 28, 2022 at 7:00PM PT: At Instagram, we are working to simplify how people create and enjoy videos and make Reels a more central part of the experience. Because of our focus on Reels, In-Stream video ads—previously known as IGTV ads—will no longer be supported.)

Bringing the Branded Content Tag to Reels + Live

We want to ensure creators can clearly disclose when they’re creating branded content, no matter what format they choose to use. To help increase transparency, the Branded Content tag is launching in Reels today, and will begin testing in Live in the coming weeks.

I’m excited to use Reels for my branded content deals - so the Branded Content tag will be really convenient.


New Creation Flow for Branded Content ads

In June 2019, we launched the ability for brands to run branded content posts as ads as a new way to amplify their brand story through the voice of creators. Branded Content ads drive value for creators, too, allowing them to gain additional visibility and discovery.

Until today, Branded Content ads could only be created by promoting the existing posts from creators. Instagram is now launching a new workflow where advertisers can create Branded Content ads without the need for creators to post organically on Instagram first. Now brands have more flexibility with fewer constraints when they want to run Branded Content ads. This new process has been designed with creator control in mind - creators can approve and pause any ads published from their handle.


Advertisers sends request for Ad Creation Access

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Creator accepts Ad Creation Access

Notification sent to the advertiser upon acceptance

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Creator receives notification of the created ad for their approval

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We have long standing relationships with some of the greatest athletes in the world. Being able to more easily work with them and Instagram to get our product in front of our community has been highly valuable to our growth strategy.


Branded Content ads in Stories

Branded Content ads in Stories can now include tappable elements, such as @mentions, location and hashtags. We want brands to have access to organic Stories’ creative that is native and authentic to the Stories experience.

Branded Content ads with Product Tags

We’re introducing the ability for businesses to promote branded content posts with product tags. Until today, branded content posts from creators that included product tags were not able to be promoted. Now brands can get more value out of this content that makes it easy for people to shop directly from creators that inspire them.

More and more, people are shopping directly from the creators they love on Instagram - this new ad format is another way brands can provide a seamless shopping experience on Instagram. This new format will begin testing in the coming months.

Age Restrictions for Branded Content

We also recently launched the ability for businesses and creators to set a minimum age for their branded content feed posts on Instagram. They can choose to set a default minimum age or a minimum age for specific countries, or a combination of both.

We continue to be inspired by the creators and brands that come together to partner on Instagram. We are committed to supporting this work so brands can continue to use the power of creator voices to tell their story while helping creators grow and make a living.

BY: Instagram Business Team

San Francisco, CA