Instagram has renamed branded content ads to partnership ads and introduced fresh processes for content creators and businesses to collaborate on their ads.
Instagram Partnership Ads
How branded content and partnership ads can work in tandem to achieve greater impact and reach. Through partnership advertisements, businesses can promote content that was originally shared by a creator or another account.
With Instagram’s new advertising strategy, businesses may promote a broader variety of organic content through paid partnerships. The sponsored partnership mark does not appear on Instagram Collab posts, @mentions, persons tags, product tags, and other types of branded material. With our Advertising Manager, advertisers have the ability to create new advertising partnerships independently, without relying on existing posts. The company is revising rights to make partnership ads more readily available in light of these expanded use cases.
About the transparency of the partnership ads, Instagram said “Partnership ads are the most performant and transparent way for advertisers and their partners to run ads together. Campaigns that combine partnership ads with business-as-usuals (BAU) ads drove 53% higher click through rates, 19% lower cost per actions, and 99% probability to outperform BAU ads alone.”.