Advertisers on Instagram now have the power to boost branded organic posts as ads that can appear in feeds of different users. As you all know, branded content is evolving day by day. Instagram, in their official blog, mentioned that one of the biggest requests made by brands is to incorporate their branded posts as a part of their advertising strategies.
Let’s say, for example; a mobile brand might pay an influencer to create a post about a high-end smartphone or a flagship phone which is going to be launched in a few days.
Now with the update coming in, the brand might go ahead and turn that organic post into an ad. With the post boosted, it will exactly work as an ad and will appear on the feed of the users irrespective of the fact that whether they follow or do not follow the influencer. Advertisers will have all the options available like they can set their own targeting so that they can reach out to people who are more likely to be interested in what they are selling.
While selecting a branded content to run as an ad on Instagram, advertisers have the option to choose one of the following objectives:
- Brand Awareness
- Video Views
Once the boosted post is live, the advertiser will have access to all the standard metrics and insights.
For a brand to advertise an organic post as an ad, the creator will have to tag the brand in the post and opt into ‘Allow Business Partner To Promote’ from the settings panel.
Obviously, this allows Instagram to make more money from the collaborations between brands and creators, but the update is all set to significantly expand the reach of both the parties.
Earlier Instagram used to make nothing when an individual was paid by a company to create content about its products and services. Now there’s a chance for Instagram to make something out by showing the sponsored content.
Promotion of branded content for feed will soon be available to all advertisers in the coming few weeks and for stories in the coming months.