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14 June 2017

Why Transparency Matters: Enhancing Creator and Business Partnerships

BY: Instagram Business Team

San Francisco, CA

Update to original post as of 8/29/2017 at 9am [PT]1

Since June of this year, we have been closely working with a select group of creators and businesses throughout the Instagram community to test our new “Paid partnership with” tag. And now, after months of gathering feedback from this test release, we're excited to announce that access to this tool will be expanded to more of our partners across Instagram—with the global rollout being gradually released over the next few months.

To find out more about the “Paid partnership with” tag and its expanded release, click here.

Community Means Clarity

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. And with over 80% of people following a business, brands are an important part of the Instagram community.2 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.

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 paid partnership with a business. This level of transparency is beneficial for our community, and gives creators and businesses the ability to track and share insights around a branded content 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 (likes and comments) metrics in their Facebook Page Insights. For Instagram Stories, tagged business partners will have a 14-day window to see the following metrics: reach, taps forward, taps backward, replies and exits.

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 the “Paid partnership with” tag is the first step in ensuring transparency of paid partnerships on Instagram. As we continue to roll out this new feature to more creators and businesses over the coming months, we'll be able to better understand how our community engages with this content.

BY: Instagram Business Team

San Francisco, CA