Instagram rolls out ‘Partnership Ads’ to boost creator-brand collaborations
The goal is to help brands boost content visibility by leveraging creator partnerships
Instagram has introduced Partnership Ads, a new format that allows creators to promote brands’ products and services. The partnership lets creators work with brands to give brands’ content more visibility.
What Are Partnership Ads?
Partnership Ads allow brands to feature creators in promotional content. A brand can either boost organic content featuring a creator or collaborate on original ad content.
Creators can earn money from partnership ads and permit brands to turn their posts into ads in these formats: brands can be granted account-level permissions to create partnership ads using creators’ tagged posts or approved content. Creators can also generate an ad code to give brands content-level access. This way, they pick which posts they can promote as partnership ads.
Instagram’s new testimonial feature for creators
This update also introduces testimonials, allowing creators to provide text-based endorsements that appear as sponsored comments on Partnership posts. These testimonials are short messages under 125 characters about a product or campaign.
Creators can submit these endorsements directly to brands, ensuring that they appear in the right ads.