Instagram's New Ad Policies Expand UGC Brand Partnership Opportunities

Instagram announced on Tuesday that it is renaming Branded Content Ads to Partnership Ads and updating its policies around affiliate marketing, promoting new ways for brands and creators to partner together on ads.

Partnership Ads will invite brands to promote user content in the app beyond posts using the Paid Partnership label.

“Advertisers can now boost more types of organic Instagram content as partnership ads, including branded content with the paid partnership label, Instagram Collab posts, @mentions, people tags, product tags, and other content without the paid partnership label,” per Instagram.

Advertisers will also be able to create new partnership ads in Ads Manager without an existing post. The company says it is refreshing permissions to support these additional use-cases in attempts to make partnership ads easier to use.

Creators will still be able to switch on the “Allow brand partner to boost” option, giving brands the ability to use their posts for ads, and then begin the campaign process.

Partnership Ads, according to the Meta-owned platform, are the “most performant and transparent” way for advertisers and their partners to run ads on the app, with internal studies showing campaigns combining Partnership Ads with business-as-usuals (BAU) ads driving 53% higher click-through rates, 19% lower cost per actions, and 99% probability to outperform BAU ads. 

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