Brands on Instagram have a plethora of tools to work with. A social media platform with as many people as Instagram can be the perfect place to set up marketing strategies for your brand. We will discuss about instagram branded content and how to setup branded content instagram.
Whether you hire a person to do the job or not, everyone will agree that the highly interactive platform already gives one so many tools to work with that doing it yourself can become really easy.
Especially if you collaborate with high-profile or relatively famous influencers. Brands all over the world have done so. From Mama Earth to Maggi, every brand has looked upon influencers as a great opportunity to grab some extra attention on social media.
This is chiefly because influencers have a great space of their own on Instagram, making their social media feeds a very viable option to promote your brand even if it’s not even closely related to what they do. Here are the details:
Instagram branded content tools are a great way to make your influencer partnerships more efficient and tractable, while also being super transparent with your audience.
And with Instagram branded content ads, you can easily choose which branded content posts to promote to reach a much wider audience — no unnecessary back-and-forth required!
What is instagram branded content?
We define branded content as 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).
Our policies require anyone, no matter if they’re on a creator, business or personal account, to tag business partners in their branded content posts when there’s an exchange of value between a creator or publisher and a business partner.
Before we dive into the instagram branded content tools, let’s clarify what “branded content” is. According to Instagram branded content 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).”
So for a brand, this can be any content created by an Instagram partner, influencer or ambassador as part of your Instagram strategy.
And as an influencer or creator on Instagram, branded content is any post that was commissioned, sponsored or paid for by a brand.
To help make paid brand partnerships more obvious for people scrolling the feed, Instagram have created tagging features and insights for business and creators on the platform: Instagram branded content tools.
Instagram branded content tools are designed to help businesses and creators work together in a more transparent and seamless way.
How Does It Work?
Firstly, you’d have to go to your settings menu and in there, go to the Creator sub-menu. Here you can find the Branded Content tool. Clicking will take you to a screen that will ask you whether you want to approve tags from influencers manually or automatically.
Once you switch to automatically, any time an influencer tags you, your brand will show up over their posts.
Remember, an influencer has to be a registered content creator on Instagram to be able to use this tool.
Otherwise, instagram branded content won’t work. Once the said influencer tags you, the lines Paid Partnership with ‘Your brand name’ will show up above their posts. This helps with reach and transparency as people can see exactly what’s being promoted and for whom.
How Much Does It Cost?
Branded content will set you back by $5 CPM. This means you’ll have to pay a dollar per every one thousand impressions. You can choose to get a basic or comprehensive view of the stats.
And as always, you can always go for the custom option to make your campaign really effective. Plus, there are also influencer options and targeting tools to give you even better results.
What are the Benefits of instagram branded content?
Branded content is a great way to get yourself noticed on social media. Because, apart from the fact that it’s highly interactive, it works extremely well.
It gives you a chance to tap into new audiences and communities and reach people who may not even have heard of your brand or product. You reach out to new and old consumers alike.
As mentioned before, this approach is also cost-effective because you pay a dollar per every one thousand impressions, no matter where they come from. And it’s highly efficient because you target and reach a very specific audience.
Brands can easily do this on their own and even better because brands can easily collaborate with influencers to make their campaigns truly effective.
It works especially well on Instagram and that’s precisely why everyone knows it so well.
Who’s Eligible to Use Instagram Branded Content Tools?
To get started with Instagram’s branded content tools, you’ll first need to meet Instagram’s Eligibility Standards.
Here’s a quick overview to see if you’re eligible:
Content creators/publishers must have a Business or Creator account. Business partners must have a Business account to be tagged as a paid partner. If you haven’t made the switch yet, you can follow later step-by-step guide here.
Content creators/publishers must have an “authentic, established presence.”
Content creators/publishers must comply with Instagram’s Community Guidelines.
Content creators/publishers cannot be a government official who is subject to government rules or ethics. Find out more about Instagram’s stance on this here.
Once you meet these requirements, it’s super easy to get set up and start using Instagram branded content tools!
How to Start Using Instagram Branded Content
If you’re a brand newbie to the whole thing, here are a few things you need to know before starting up:
First of all, there are two types of branded content: Sponsored posts and sponsored video ads. In both cases, your minimum engagement score is ten thousand (10,000). Secondly, you can only pay for 100 posts per day or 300 videos per day.
This is because the algorithm that decides who sees your content and in what order has a hard time if the same thing shows up on everyone’s feeds, especially if the people involved are a lot.
Thirdly, you need to know that you can use it to post anything, as long as it’s in English. Or any other supported language. Plus, once they get approved they will last through 24 hours.
Finally, make sure your ads are public and if it’s not you still have to make it so when using sponsored content.
Who Can I Work With?
The platform provides some suggestions based upon criteria like Instagram followers and their relevance with your brand, but there’s nothing stopping you from searching out other influencers outside this list who fit your bill perfectly.
You can also see the number of likes, videos, and how recent the post is. So influencers who are doing really well in terms of engagement will be at the top of the list.
One of the major wins of Instagram’s branded content tools is that it’s super easy to promote creators’ branded content posts as feed and stories ads. You can setup instagram branded content and work with influencer.
This is a huge advantage for brands looking to get more from their ad spend, as an endorsement from a content creator or influencer can carry much more weight with potential customers.
In order to do this, content creators must toggle on the option to “allow business partner to promote” in the advanced settings of an Instagram post.
How to enable branded content on instagram Conclusion
Instagram is a highly effective platform to promote your brand. Although only a few brands are using it, it is worth looking into and exploring.
The fact that the influencers have their own spaces on Instagram makes it even better for brands to collaborate with them, especially when their audience has already spread all over the world.
More and more brands are finding amazing ways to use Instagram to promote their brand aside from just showcasing photos of food or products. So go ahead, play around with this tool and see what you can do about branding yourself!
Be aware once you’ve allowed the business partner to promote your content, you can’t edit or delete your post until the brand has complete their promotion. It also pays to understand exactly where your content could appear.
You’re allowing the brand the ability to advertise your post across Facebook’s ecosystem (Facebook, Instagram, Messenger etc) as well as external publishers, apps and websites. Now you can setup instagram branded content from your own base.
For a list of options an advertiser can choose when promoting your post as a Branded Content Ad, refer here.
If you’d like to go back a step, HERE is how to set up a Paid Partnership.