Got money? You know it? Take it out your pocket and….follow it, like it? – What is Instagram doing with its new Paid Promotions feature?
What is the Paid Partner Feature?
Instagram’s newest feature help influencers (users who are making an impact on the social network with their posts) disclose when their posts includes products and services on their pages that are sponsored by businesses.
As you can see from the photo below, the paid partnership feature allows influencers to clearly disclose that the content in the post was sponsored, it does this via a tag below the user’s name where you would normally see the location tag.
Photo by: www.diyphotography.net
How did this come about? Let’s start with the why!
With the FTC (Federal Trade Commission) increasing its involvement with influencers and businesses that violate its requirements, Instagram decided to try their luck with a a new paid partnership feature to eliminate some of the risks associated with creating sponsored posts.
The feature, as usual, was released to a small group of influencers and businesses in June for a trial period. In September, it expanded its feature reach, and today, it’s available for all accounts with “high levels of engagement”.
So did this resolve the problem with the FTC, from what we’ve heard, not really. However, it was a step in the right direction for Instagram because it provides data on sponsored posts to the Instagram of influencer, as well as, the business sponsoring the post. More transparency is a move in the right direction as well.
Here what we think is great about this change:
- More data + potential customers for business and more reasons for them to seek out Instagram Influencers to market their products and services. (Both can see the amount of likes, comments, and other detailed metrics). Even though the sponsor only has about 14 days to review the metics, in the past, this hasn’t been possible at all.
- More consistency in sponsored content. It’s easy to scroll through your feed and find the posts you want, and know if they include sponsored products and services or not.
- Instagram users still are able to learn about products and services for the creative expression of their favorite influencers.
*The feature also works for Instagram Stories – and the tag will appear at the top of the story just below the user’s name.
Find out more on the difference between Instagram ads and Paid Partnerships, as well as, how to set it up on your account on Instagram’s help page.
Are you a user who is also an Instagram Influencer? Do you use the paid partnership feature? If so, let us know your thoughts!