Instagram’s Branded Content tool is the platform’s latest offering to boost reach, improve targeting, aid measurement and enable frictionless social shopping.
This ad format is an extension of a Paid Partnership post. You can read all about the evolution of the tool here, but all you really need to know is that you can now easily amplify branded content beyond a creator’s organic following, straight from the creators who posted it. It combines the beauty and authenticity of creator content, with the targeting and insights of an ad. In other words, it's the best of both worlds.
Want to skip straight setting up Branded Content ads? Find our marketer's guide to enabling 'partner approvals' here.
https://vamp-brands.com/blog/2020/03/18/how-and-why-marketers-should-be-using-instagrams-branded-content-tool/
What do Instagram Branded Content ads look like?
Branded Content ads look a little different to normal Instagram ads. Normal ads say ‘sponsored’ and look as though it’s from the Brand. Whereas the Branded Content ad feels more native. Instead of the brand’s, you see the influencer’s handle and profile picture, so the user has that same ‘influencer marketing experience’ that a creator is sharing something with you. Of course it still says sponsored and there is the Paid Partnership tag in the caption, which lets the user know that this is in fact an ad they are being targeted with, so transparency remains intact.
