If you’ve been on Instagram for any period of time, you’ve probably noticed the “paid partnership” label at the top of some users’ posts. This tag allows others on the platform to know that the particular post was paid for in collaboration, and how do these content creators and brands get that label? Through something called the Instagram branded content tool! The Instagram branded content tool helps you manage and keep track of paid partnerships within Instagram’s own app. If you’re a brand looking for a way to partner with content creators and want to set up branded content tools for your biz, we’re taking you through all the details you need to get started.
What is branded content?
Let’s start with the basics: what is branded content? Branded content, according to Instagram, is “a creator or publisher’s content that features or is influenced by a business partner for an exchange of value (for example, where the business partner has paid the creator or publisher).”
Simply put: if you’re a brand, any content that is created by an Instagram partner, influencer, content creator, etc as part of your Instagram campaign or strategy.
If you’re an influencer or content creator, branded content is a post that was sponsored or paid for by a brand.
Because influencers have to disclose anything that is an ad online, the branded content tool and paid partnerships are now made more apparent with the new tagging features on the app.
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What is Instagram branded content tools?
Along with the new tagging features, Instagram has also released new insights for creators and businesses to help both works together in a more seamless way.
The new “paid partnership” label makes it super clear which businesses, brands, and political figures (yes, even political figures!) are paying (or being paid!) to endorse a certain product or service.
This is also a great perk for content creators to have the label at the top of their post as it can give them leverage with other brands and give them some authenticity as they are recognized as a brand partner.
Who has branded content on Instagram eligibility?
When it comes to Instagram’s branded content eligibility, not everyone has access to the tools and there are some pretty strict guidelines and requirements on who can use their tools.
You’ll have to meet these requirements to use branded content tools:
And yes, you need to meet all their requirements, or you’ll have to go back through them to satisfy each before your account can have its “not eligible” status reversed.
Other requirements you’ll need to see if you’re eligible:
- You must have a Business or Creator account. If you’re a business, you must have a Business account to be tagged as a paid partner. If you need help switching, read our step-by-step guide on how to do so here.
- Content creators and publishers must have an “authentic, established presence.”
- Must comply with Instagram’s Community Guidelines.
- You can’t be a government official who is subject to the government’s rules or ethics.
How to set up Instagram Branded Content as a Content Creator
Now that you’re ready and meet all the requirements, you can start setting up your branded content tools for Instagram.
1. Set up brand content tools
To get started, you’ll need to set them up in your account.
- Open Instagram and tap Menu
- Open Settings
- Click Account
- Select Branded Content Tools
- Click Get Tools
2. Tag your business partner in the post
Now that you have added Instagram-branded content tools to your account, let’s start using them! After you have your photo all uploaded and caption written, click “Advanced Settings” in the bottom left corner of the screen. From here, you can click “Tag Business Partner” under Branded Content. Search for the brand or business you want to tag and voila!
You can also let brands or businesses promote your content in ads by clicking “Allow Business Partner to Promote” under Branded Content.
3. The brand must approve the post
You can’t tag a brand without their permission! Instagram automatically sets up new business accounts to they have to authorize any branded content posts. However, if the brand you want to tag won’t allow you to tag them, you must reach out to them and request permission.
How to set up Instagram Branded Content Tool as a Business or Brand
For a business to get brand content tools on their account, you’ll have to apply first.
1. Apply for Facebook Brand Collabs Manager
Go to your Facebook account and start by applying to Facebook brand Collabs Manager. This tool will help you search for influencers/content creators, explore insights, and even create branded ads on Instagram from posts that you’ve been tagged in.
Once you apply, Facebook will review your application and review your account to make sure your page can be set up for Brand Collabs.
2. Locate Branded Content Tools in the Instagram App
If you don’t have Branded Content Tools enabled yet, you can still access the tool as long as a partner tags you in branded content.
- Open Instagram
- Tap Menu
- Click Settings
- Click Business
- Open Branded Content
- Click “Approve Content Creators”
3. Review your branded content
If you want to allow any creator to tag you without requiring approval, you can turn on Manually Approved Tags in your settings.
If you’d like to control which posts you’re tagged in, we recommend turning on Manually Approved Tags, so you can see all posts that are awaiting your approval and approve which ones you want.
You can also see a full list of Approved Business Partners and review and add profiles to your approved list at any time.
How to Remove Instagram Branded Content Tool
If you’re rethinking a post or a partner tag, you can easily remove one!
- Open the Instagram app and go to your Activity Page
- Tap Branded Content
- Select the post you want to untag
- Tap the dots in the top right corner
- Click Remove Tag
Simple and easy!
4. Promote Branded Content in Ads
Now that you have tags, insights, and creators in your roster, it’s time to start running ads for your account! Here’s the step-by-step on how to do so:
- Go to your Facebook Business Page
- Go to Ads Manager
- Click Create an Ad
- Pick your ad objective. Branded content can only be used for App installs, Brand Awareness, Reach, Traffic, Video Views, Conversions, and Page Post Engagement
- Go through all the steps of ad creation
- When you get to the creation of the ad image, click Use Existing Post, then branded content. You’ll be able to see all the posts that creators have approved you can use for ads from them
- Preview the ad placements and click confirm to create the ad