The platform is giving the possibility to publish sponsored ads from Instagram user accounts by updating the branded content ads.
Branded content ads were introduced last year as a way for influencers to identify when their publications are sponsored by a company or brand.
Sponsored ads on Instagram are similar to the organic posts posted from the user’s account, only they have a tag reading: “Partnership paid for with [brand name].
The creation of the ads required a lot of coordination between the influencer and the brand. The content had to be published as an organic post first, and then the brand would go through Instagram to promote the post as an advertisement.
Now, Instagram aims to streamline the process on both sides
Instagram is launching a new process where advertisers can place sponsored ads on Instagram for branded content without the need for influencers to first create an organic post.
“Now brands have more flexibility with fewer restrictions when they want to run branded content ads,” Instagram states in an announcement
The new process allows brands to make an ad with the creator’s own account and even publish it. With the creator’s approval, of course.
Here is more information on how the new process works, followed by information on additional updates to the branded content ads.
Branded Content Ad Creation Process
Instagram’s new process for publishing branded sponsored ads on Instagram involves three steps.
Step 1: The advertiser sends the user a request for access to create ads.
Advertisers can submit access requests for ad creation under Settings > Business > Branded Content > Access Request for Ad Creation.
From there, the advertiser can enter the name of the person and send a request.
Step 2: The creator accepts the access request for the creation of ads.
On the creator side, the advertiser’s request will appear in the activity tab where all other notifications are located.
After clicking on the notification, the creator will be taken to a screen where he can see all his approved ad partners and the pending application.
Clicking on “Approve” will establish a partnership between the creator and the brand.
The notification at the top indicates what the creator is approving access to:
“These partners can create ads and submit them for review. Only ads that you approve will go on the air.
When the application is approved, the advertiser can immediately begin submitting ads for review.
Step 3: The creator is notified of an ad created for approval.
Advertisers will be responsible for creating the ad, which they will then submit for the creator’s approval.
Clicking “Approve” will publish the ad from the creator’s account. As noted by Instagram on the approval screen, the advertisement is published from the creator’s account but will not appear on their main profile page.
If the creator is not satisfied with the advertisement they always have the option to click “Reject”. They can also choose to pause the advertisement after it has been approved.
Other Updates to Branded Content Ads
In addition to launching a new process for publishing sponsored ads on Instagram, the platform is deploying these updates:
Branded content ads are being deployed on reels and live testing will begin in the coming weeks.
Branded content ads in stories can now include touchable elements such as @mentions, location and hashtags.
Companies can now promote branded content ads with product labels.
Companies and creators can set age restrictions for their branded content publications on Instagram.
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