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Instagram allows creators’ organic branded posts to be promoted as ads

June 07, 2019 / Janice Tan

Instagram has introduced branded content ads, allowing advertisers to promote creators’ organic branded posts as feed ads. The ads, however, will appear as “paid partnership with” along with the brand name on each post to maintain ad transparency. This comes after Instagram said it received numerous requests from brands to incorporate branded content posts into their advertising strategies. With branded content ads, brands now have the opportunity to tell their brand stories through the voices of creators and engage new audiences, Instagram said in a recent blog post. Using the tools available on the Facebook ads platform, brands can reach targeted audiences beyond the people who follow the brand and creator accounts. By running ads, brands will have access to measurement and can optimize and test their campaigns against their set goals for more effective marketing campaigns.