Instagram has recently announced the launch of the new Branded Content Ads option for boosting the sponsored content created as the part of influencer marketing campaigns. This step has been taken to enable businesses to maximize the potential of their influencer marketing efforts on the photo and video sharing platform.
As explained by Instagram:
“Starting today, we’re introducing the ability for advertisers to promote creators’ organic branded content posts as feed ads. 68% of people say they come to Instagram to interact with creators. With branded content ads, businesses have an opportunity to tell their brand stories through creators’ voices, reach new audiences and measure impact.”
In an influencer marketing campaign, the sponsored content created to promote a brand’s products would only reach to the followers of the influencers involved in the campaign. The branded content ads option will allow businesses to promote these content pieces just like any other post giving them access to an audience beyond that of an influencer.
The branded content ads feature was first reported in March as a way to strengthen on-platform influencer marketing efforts undertaken by both businesses and influencers. This move will offer more insights into the performance of the posts created by the influencers by extending the response beyond just the influencer’s audience. This will give a clearer idea of how the post is performing for non-followers of the influencer. This can help determine the scope of future collaborations with the influencer.
What does this mean for Instagram? Influencer marketing is a crucial part of Instagram due to its focus on creative and visually appealing content. The addition of this option means improved performance and data tracking abilities for the platform. This is a brand-friendly move as it allows brands to extract more relevant results and insights out of their influencer marketing efforts.
Instagram has announced the branded content ads option will be made available to marketers for the main feed in the coming weeks and the same would be available for Stories in the coming months. To create a branded