Have you endorsed a favorite brand on Instagram recently? There are chances that this story will be picked up by your favorite brand and used as an ad!
Yes, that is now possible on Instagram. In a move tailor-made for influencers to take their content to the next level, Instagram allows brands to use such content as their advertisements on this social media platform. Of course, users have to offer their content to the brands by selecting an option titled ‘Allow Business Partner to Promote’. You will find this option in the Settings.
Brands can target five verticals with this new feature: Brand Awareness, Traffic, Reach, Engagement and View Views. After the brand makes this user generated content live as an ad, they will be able to check out the performance through the usual ad measuring parameters. As the feature offers brands and advertisers to set out their own targets on these user created ads, people who are likely to buy such products or services can check them out, like the traditionally created and promoted ads.
There is the option of brands to pay influencers to create such content that the brand can subsequently use as an ad. That way, the created ads can have a larger production budget and finesse. It is a feature that will completely change the way ads are created and promoted online. The possibilities are yet to be ascertained, with more innovations sure to happen along the way.
Why did Instagram do it? The answer is that Instagram gets paid when such user created content is converted into ads. Previously, advertisers paid directly to create content that was used as ads. Instagram made nothing in the process! To change that, the new feature was launched, putting Instagram firmly in the middle of the bargain.
A win-win feature for all!