Instagram has a new ad format for branded content
Instagram is developing a new way for brands to sponsor posts created by celebrities and publishers. “Branded content ads,” as Instagram calls the new offering, are part of the service’s broader strategy to connect advertisers and creators in more formal partnerships.
The Facebook-owned platform announced the update at a breakfast Tuesday for businesses and “influencers,” the web celebrities who have built mass and niche followings on the platform.
Until now, brands could hire popular Instagram users to work on ad campaigns and promote products with branded content, but the posts would only reach the followers of the influencer. Branded content ads let the advertisers promote these Instagram posts just like they would any other ad.