Instagram will let advertisers promote posts from influencers in your feed
Ads, ads, and more ads—that is what the social media these days is all about. Just when you thought you have had enough of it, Instagram is rolling out a change that will let advertisers put more “influencer” ads in your feed. While this would widen the reach for brands, it may spark concerns among users because some of these ads are so annoying.
What that means is that you will start seeing sponsored posts for influencers whether you follow them or now. Sort of putting things out of your control, which for me is not the reason why people joined Instagram in the first place. That said, it is a move that will benefit brands in so many ways.
“Starting today, we’re introducing the ability for advertisers to promote creators’ organic branded content posts as feed ads. Branded content is an evolving ecosystem. As we’ve worked to build the right tools for both business and creators involved in branded content deals, one of the biggest requests from brands to date is the ability to incorporate branded content posts into their advertising strategies,” a statement on the Instagram blog explained.
Instagram said every promoted post will be tagged “Paid partnership with” in order to encourage transparency. Brand name will also be placed on such post; again, this is to encourage ads transparency.
Brands say they see this new way of promoting products through influencers as having more credibility since organic content reach is no longer as effective as it used to be.
“We’ve long seen that customers want to discover fashion through trusted sources who have credibility, but organic reach on that content has become increasingly limited.” Liat Weingarten, VP of Brand Communications, Old Navy said. “So we’re consistently looking for more sophisticated ways like Branded Content ads to serve partner content to the right shoppers, instead of just throwing it into the social ether. Promoting content directly from an influencer’s handle inherently gives the post more authenticity than coming from a brand handle, and we’re seeing significantly higher engagement rates using this strategy.”
I guess we will all have to wait to see how this goes, but it is difficult to see how this won’t get users worked up seeing more sponsored content in their feed.
Last December, Instagram started testing a feature that will give top influencers and celebrities the ability to filter direct DM. The feature called Creator Accounts, will also offer detailed analytics over accounts following celebrities and top creators.
The feature, which offers tailor-made tools, was tested by a handful of “high-profile” Instagram users. Creator Accounts is fashioned after the business-focused profiles the Facebook-owned company introduced in 2016.
Tools expected to be added to Creator Accounts according The Hollywood Reporter, include growth insights, direct messaging tools, and flexible labels. A successful beta test will lead to a global roll out in 2019.