In a revived attempt towards the promotion of User Generated
Content on its platform, Instagram has made some changes to its Paid
Partnership feature and renamed the Branded Content Ad feature to Partnership
Ads. The updates are also visible in a new pop up that you might be seeing in your feed.
According to Instagram’s new policy for Partnership Ads, brands will be able to promote all types of content that creators tag them in, and not just posts with the ‘paid partnership’ label. Such posts could include Instagram Collab posts, @mentions, people tags, product tags, and other content without the paid partnership label. As a result, creators will have more partnership opportunities.
Businesses will be able to promote creators’ posts once
creators give them the permission to do so, by enabling the ‘allow brand
partner to boost’ option. Additionally, businesses will also be allowed to
obtain account-level permissions without a pre-existing post. This kind of
partnership is based on a broader agreement between the business and creator.
Lastly, Instagram has also introduced a new option for brands
that facilitates product endorsement by allowing them to feature user photos
and videos in their IG Shop. Some managers on Shop have been prompted with an ‘add
user-generated content’ message in their product listings for greater impact on
potential customers.
