Instagram’s Branded Content tool allows marketers to amplify Paid Partnership posts, but to enable it, brands need to first approve their creator partners.
Instagram’s Branded Content tool is the platform’s latest offering to boost reach, improve targeting, aid measurement and enable frictionless social shopping. To find out more about the benefits, read this post. To enable Branded Content ads for your brand, read on.
How to approve creator partners
Instagram requires brands to approve anyone who tries to tag them. The following step-by-step to ‘partner approvals’ will allow you to select which creators can tag your business page in branded content posts.
1. In the Instagram app, go to your business profile “Settings” page and select “Business.”
2. Select “Branded Content” and make sure the “Require Approvals” button is toggled ON. This will grant specific creators’ permission to tag your business. The toggle will be turned on by default.
3. To enable a creator to tag your business, select “Approved Accounts.”
4. Search for and select the creator’s Instagram handle that you will be partnering with.
5. The selected creator will now be able to tag your business in their posts. Note that by giving creators this permission, you also give them the ability to promote their posts as ads.
Check out the video demo below.
The alternative is toggling the “Require Approvals” button to off. This would let anyone tag you in a Paid Partnership, whether they were an approved partner or not. However for brand safety, Facebook and Vamp do not recommend this approach.
Our four tips to streamline the process:
1. Learn from organic performance
If you’re running an influencer campaign first, use the influencer’s organic post performance to learn which pieces of content are the highest-performing and worthy of boosting. While it’s not a fool proof system – as different influencers will have different engagement rates – a high-performing piece of content could hint what will resonate better in the Branded Content phase.
2. Set a transparent brief
When briefing influencers, be sure to let them know you intend to use the Paid Partnership and Branded Content options, so they know what’s happening from the get go. This will ensure that crucial steps in the early days of the campaign go smoothly. For example, if you intend to boost Instagram Stories, they’ll need to be free from gifs and hashtags.
3. Have a clear goal in mind
Branded Content is perfect for driving conversions, whether that’s boosting sales or app downloads. When setting out the objectives for your campaign, think business metrics over vanity metrics (like engagement), so you can measure its impact and ROAS effectively.
4. Streamline your Ads Manager
Upload your influencer list to your Facebook Ads Manager before they create content. That way, when the influencer tags you as their business partner, you won’t need to manually approve them.
If you want to know more, check out our ultimate Branded Content guide for marketers.