In 2020, experts predicted that influencer marketing budgets would increase by a whopping 65%.
And when it comes to influencer marketing, Instagram has long topped the charts, with 89% of marketers naming it the most important platform.
So it’s no surprise that the popular social media app has taken notice, creating Instagram branded content tools to help influencers and companies connect and work together!
If you’re a social media marketer or business looking to try your hand at influencer partnerships, this guide to Instagram’s latest tools is a must!
This guide teaches you:
Ready to dive in? Let’s go!
Before you start sourcing sponsored posts on Instagram, it’s helpful to understand what counts as branded content on Instagram!
Generally, this means any content posted by a social media user and paid for by a brand.
“Paid for” doesn’t necessarily mean that money is exchanged.
Sometimes goods or services, like clothing or a hotel stay, are provided in exchange for a post or posts about these items.
Instagram’s branded content tools help both brands and influencers manage any branded content.
But these tools aren’t for just anyone; Instagram has strict eligibility requirements for who can use their tools.
You’ll need to meet the following requirements for using branded content tools:
If you don’t meet all of the above requirements, you’ll have to go back through them to satisfy each before your Instagram branded content tool “not eligible” status is reversed.
The process for businesses to start using branded content on Instagram and the tools that go with it is fairly straightforward.
You’ll need to apply first, then follow a few simple steps to start using your new tools.
Start by applying to Facebook Brand Collabs Manager.
This awesome tool lets you search for content creators in your niche, check out insights, and even create branded content ads on Instagram from collaborative posts!
As a business, you’ll have to apply as an advertiser and follow the instructions for each.
After you submit your page, Facebook will review your business account. If your Facebook page is approved, you’ll be added to Brand Collabs.
After you’ve been approved for Facebook Brand Collabs Manager, you can start checking out insights from any partner content you’re tagged in. You can also use that content to create branded content Instagram ads.
Start by selecting Insights from the left menu. There, you’ll see any partner content you’ve been tagged in, as well as key metrics like reach, impressions, engagement, and demographics.
For Story partner content, you can also view actions like taps forward, taps backward, replies, and exits.
Use these insights to decide if your paid partnership was a success. You’ll want to judge impact with their audience, and measure results and engagement with the post!
Don’t have Branded Content Tools enabled yet? You can still access the tool, and thanks to a new update from Instagram, collaborate on partnerships with Ad Creation Access!
You can also approve content you’ve already been tagged in by your partners!
To view your tagging settings in the Instagram app, go Menu > Settings > Business > Branded Content Approvals.
So what is branded content approval on Instagram, anyway? We’ll explain what it is, and the options for approval below.
You can turn your Manually Approved Tags on and off in your settings at any time. This allows every creator to tag you without requiring a review.
It also gives you the option to control tags by reviewing individual posts before they go live.
In your settings, you can see Tag Requests that are awaiting approval. You’ll also see your list of Approved Business Partners. Tap Approved Business Partners to review your list or to search and add profiles at any time.
Note that on the Activity screen, you’ll see “Branded Content.” This will show you branded content that your partners are currently running, as well as requests for tags.
Second-guessing a business partner tag? No worries – removing one is actually super easy. Here’s what to do:
In November 2020, Instagram debuted a new feature called Ad Creation Access for Businesses.
This allows advertisers to create Branded Contend ads to be promoted from partner accounts – without the creator having to create a post first!
Don’t worry – creators need to approve Ad Creation Access, approve the Ads created and can pause branded Content ads published from their handle at any time.
This allows for more flexibility for Advertisers, who were previously only able to promote existing Branded Content pieces after they were published and tagged.
Now that you’ve double-checked your tags and insights, it’s time to run some ads! Here’s how to promote branded content on Instagram in ads and boosted posts:
Caitlin Lamb is a Content Marketer and Editor with a passion for helping businesses and individuals master social media and web marketing.
When she isn’t traveling around the world, you’ll find her at home in St. Louis, Missouri with her husband and their spoiled rescue pup Briley.
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