Popular photo-sharing application Instagram has announced a new update for branded content ads on the platform. The company said that it will now allow advertisers to create posts from user accounts. This means advertisers can now use accounts of users to create sponsored ads. The new feature is part of Instagram’s ongoing effort to make branded content ads more engaging. The branded content ads were launched by Instagram last year. It is aimed at helping influencers to identify when a company or brand sponsors their posts. Before this, the branded content ads were created by only one medium. Advertisers needed to promote the existing posts from creators.
The Facebook-owned platform said that it has also launched a new workflow. With this workflow, creators will need not to post content organically on Instagram. The new feature aims at giving more flexibility to creators. They can run branded content ads when they want. The statement added that the creator will have control over the ads. Advertisers will have to send requests for ad creation access to the creator. Creators will have the ability to approve and pause ads published via their handle. The ads appear just like organic posts. These posts will be coupled with a tag of a paid partnership. It will also display the name of the company or brand.
Meanwhile, Instagram has also announced that branded content ads in stories can feature tappable elements. It means that creators can include details like mentions, hashtags, and location in stories. Instagram said that it wants brands to have access to organic stories for an authentic experience. It has also added the ability for businesses to promote branded content posts. Businesses can now promote such posts by adding product tags. Before this, Instagram barred promoting branded content posts carrying product tags. It means that brands will get more value as it will make it easy for people to connect with businesses directly. They can shop directly from creators. In addition, Instagram has added a feature for creators to set a minimum age for content.