You need an Instagram Business account for this step. Open the app, go to Settings and select Business Settings.
Select Branded Content from the options.
Toggle the Require Approvals button to “on” and then select Approved Accounts.
Creator or Influencer accessing Branded Content
Now that the first step if out of the way, the influencer has to provide permission to the organically posted content to the brand. The brand can now advertise this as a branded content ad.
There are two methods in this step. Let’s look at both
Method 1: Creating a New Branded Content Post
You have your content ready and are ready to post. Now prior to sharing, select Advanced Settings at the bottom.
Add the Branded Content tag onto the post by tapping Tag Business Partner and search for the business. Be sure to select the name of the correct business/brand associated with the post. The name will only appear if the brand has already given access to the influencer.
In the final step, toggle the “Allow Business Partner to Promote” to on and give access to the brand to promote the posted content.
Method 2: Adding a Branded Content Tag to an Existing Post
If you have already posted the content on your feed and looking to give permissions, then go to the post, click on the ellipsis button (the three dotted one) on the top right corner and select Edit.
Now select Add Partner.
Add the Branded Content tag onto the post by tapping Tag Business Partner and then searching for the correct business associated with the post.
Note: If the business appears in the search results, but doesn’t allow you to tag it, you must contact your business partner and ask to be approved.
Under the Branded Content Partner Permissions section toggle on the Allow Business Partner to Promote button to give the brand/business access to promote your Branded Content post.
Once you’ve given permission, your business partner now has the option to promote the branded content post.
How to Create Your First Branded Content Ad
Once an influencer has tagged your business in a branded content post and given the brand permission to promote it, the content ad can be started on Ads Manager.
Open Ads Manager and click Create.
Pick one of these objectives for your branded content ad: reach, brand awareness objective, video views, engagement, or traffic.
Continue creating your ad. At the Audience step set your targeting and at the Placements step select Instagram Feed.
At the Ad level, your Branded Content will appear in the Use Existing Post section.
Click into the Use Existing Post section then click on Select Post/Change Post in the Creative section.
In the Select Post window navigate to the Branded Content tab. You’ll see the list of the branded content posts that a creator has given you permission to promote. Choose the branded content post that you want to promote on Instagram.
Once you set your ad live, your influencer partner will receive a notification in the Branded Content section of the Instagram app that the ad campaign has been created.
You’ll also be able to access all of your organic metrics like you normally would for branded content posts in your Instagram Insights.
Branded Content helps the brand immensely in terms of reach. Before this launch, brands had to rely solely on the influencer’s audience. This combines both the audiences, thus giving the campaign or post immense leverage over the previous method.
Have you run a branded content ad on Instagram yet? Let us know what you think of this new feature in the comments!