Instagram tool for branded content ads

This shift in the promotion of branded content follows research by Ipsos that found 68% of people come to Instagram to interact with creators. The company said that one of the biggest requests it gets from brands is to be able to incorporate branded content posts into their advertising strategies.

It said: “Using tools available on the Facebook ads platform, businesses can reach targeted audiences beyond the people who follow the brand and creator accounts.”

By running these posts as ads, brands can measure and test campaigns, optimising them as required.

The posts will appear as ‘Paid partnership with’ to ensure transparency.

The branded content ads for feed will be available in the next few months and Instagram said it was “just the beginning” with further investment in branded content planned.