Instagram introduces branded content ads

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MUMBAI: Online social network Instagram has announced that starting today, it is introducing the ability for advertisers to promote creators’ organic branded content posts as feed ads. Branded content the company noted is an evolving ecosystem. “As we’ve worked to build the right tools for both business and creators involved in branded content deals, one of the biggest requests from brands to date is the ability to incorporate branded content posts into their advertising strategies” said the company which is owned by Facebook.

Research showed that 68% of people come to Instagram to interact with creators. Now with branded content ads, businesses have an opportunity to tell their brand stories through creators’ voices, reach new audiences and measure impact. Instagram explains that using the tools available on the Facebook ads platform, businesses can reach targeted audiences beyond the people who follow the brand and creator accounts. And by running ads, they’ll have access to measurement and can optimize and test their campaigns against their set goals for more effective marketing campaigns. When these ads appear in feed and stories, people will see “Paid partnership with” along with the brand name on each post—which it said is very important for ads transparency.

“We’ve long seen that customers want to discover fashion through trusted sources who have credibility, but organic reach on that content has become increasingly limited. So we’re consistently looking for more sophisticated ways like Branded Content ads to serve partner content to the right shoppers, instead of just throwing it into the social ether. Promoting content directly from an influencer’s handle inherently gives the post more authenticity than coming from a brand handle, and we’re seeing significantly higher engagement rates using this strategy,” said Old Navy VP brand communications Liat Weingarten.

Getting Started: Instagram goes on to explain that there are two main steps for creating branded content ads. First, branded content creators need to enable their business partners to promote their post as an ad, which they can do in Advanced Settings. Once they do this, the business partner will see the post on Ads Manager under Existing Posts and can choose to run it as an ad in feed or stories format.

Looking Ahead: Instagram noted that branded content ads for feed will be available to all advertisers in the coming weeks and for stories over the coming months. “This is just the beginning and we’ll continue to invest in branded content to provide even more value for people, creators and businesses,” said the company.


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