Branded Content Ads on Instagram
by Maraika Lumholdt
June 5, 2019
/now affiliate instagram

With creator permission, businesses can now use Ads Manager to promote organic branded content as an Instagram Feed ad.

TL;DR

  • Businesses can now incorporate branded content on Instagram into their advertising strategies with Feed ads
  • Ads Manager measurement will provide insight into branded content performance
  • Feed post capability rolling out over the next few weeks for advertisers, with Stories to follow in the coming months

Impact

  • Greater authenticity when coming from creator combined with scale and targeted reach of advertising support
  • Advanced measurement through Ads Manager and client’s site analytics for more effective branded content optimization
  • Ability to reach new audiences beyond creators’ and brand’s followers

Action

  • Give desired creators permission to tag your business in their post
  • Create ads using posts from creators you’ve given permission to, and who have given your business permission to use your content
  • Leverage insights from Ads Manager and advanced measurement tools to assess performance
  • Whatever you do, test your way into it. Here are a few starter ideas:
    1. Content: influencer vs. owned creative performance
    2. Traffic: Scaled reach of influencer content
    3. Revenue: Conversion KPI on influencer content

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