Get the latest announcements, updates and best practices from Instagram.


June 14

Why Transparency Matters: Enhancing Creator and Business Partnerships

BY: Instagram Business Team

San Francisco, CA

The relationships people form on Instagram are what makes our 700M+ community so unique. It's here where the world comes together to discover and connect to their passions. Because of this, creators (influencers & publishers) and businesses often join forces to tap into Instagram's passionate communities with branded content. As more and more partnerships form on Instagram, it's important to ensure the community is able to easily recognize when someone they follow is paid to post content.

Community Means Clarity

In the coming weeks, you'll start to see a new “Paid partnership with” tag on posts and stories. This feature will help creators more clearly communicate to their followers when they are working in partnership with a business.

Not only is this level of transparency beneficial for our community, but it also gives creators and businesses the ability to track and share insights around a partnered post.

@songofstyle is about sharing my experiences with people and hopefully bringing them inspiration, whether in travel, fashion, or other areas of lifestyle...When working with brands like Volvo, it’s important to remember that people react to the realness of you, so Instagram’s new tagging tool will help show that my take on the XC90 is just that – mine.
Aimee Song, Founder, @songofstyle
Tagging and Insights Made Easy

Using a new “Paid partnership with” tag in organic content posts and Instagram Stories, creators and businesses will now be able to quickly disclose their partnerships easier than ever before, maintaining authenticity across the board.

When the partners use this tag, they will both have access to Insights to track exactly how their branded content posts and stories are performing. Creators will continue to see metrics in their Instagram Insights, and business partners will see shared reach and engagement metrics in their Facebook Page Insights.

As a modern brand that really grew up on social and digital, we’re always testing ways to make more engaging content for our fans. The partnership with Buzzfeed, and this new tool from Instagram to view post insights more easily, was a great opportunity to do what we love to do—create something beautiful and delicious to share with our fans.
Peter McGuinness, Chief Brand and Marketing Officer, Chobani
Moving Forward

Launching this branded content tool is the first step in ensuring transparency of paid partnerships on Instagram. As we continue to learn how our community engages with the product, we'll be able to gather important feedback. In the coming months, we'll also be launching an official policy and enforcement for creators to follow based off Facebook's current practices.

BY: Instagram Business Team

San Francisco, CA