Instagram recently unveiled a new redesign of its main home screen in the app in an attempt to combat the rise of TikTok. Specifically, the Reels icon is now in front and in the center of the app and directs users to a dedicated page of curated content organized by people who follow and your previous engagement patterns and interests.
Now, the platform is taking over additional steps to provide authors with access to more lucrative brand partnership opportunities and earning opportunities through additional commodity-tagged content options on reels, live, stories, and posts, including product labels.
Here is an analysis of the latest:
Integrate branding with Reels and Live
In an effort to facilitate the creation and reinforcement of influential and branded, Instagram is introducing branded content tags into its TikTok-like product, reels, and has unveiled plans to test those disclaimers within its live video product also in the coming weeks. Ultimately, this will allow authors to generate revenue faster from their short forms and live video content.
“Branded content is a powerful tool for creators and companies and these updates will help them get more out of the content they create together,” Instagram Instagram director Justin Osofsky said in a statement. “This will continue to be an area of focus for us as we build a package of monetization tools that support the different needs and ambitions of the creators.”
As social platforms continue to offer authors new tools and platforms in which they can directly measure sales, the line between affiliate and creator is blurred more than ever. Needs and ambitions continue to change as a result of a pandemic of demanding platform-specific content in relation to the subsequent installation of a single set of assets on all channels.
New workflow and age restrictions
Previously, branded ads were created by promoting pre-existing posts created by creators. However, in the revised workflow, Instagram places an emphasis on collaboration by allowing advertisers to post branded ads without the need for authors to post organically on Instagram first. Apparently, this allows for greater efficiency and flexibility, while still giving authors control over approving or pausing any ads posted from their lever.
The procedure follows a simple three-step approach:
- The advertiser sends a request to access the creation of the ad.
- The creator accepts access to the creation of the ad, with notice being sent to the advertiser upon acceptance
- The creator receives notification of the created ad for approval
Finally, companies and creators can set a minimum age for branded content feed posts. Specifically, they can choose to set a default minimum age or a minimum age for specific countries, or a combination of both options, according to the official announcement.
Brand Promotion in Stories and Product Labels
Brands will now also be able to promote product tag posts with product tags. Previously today, branded posts by authors that contained product labels could not be promoted through branded content, making it difficult for them to reach their target audience.
“More and more people are buying directly from creators they love on Instagram – this new ad format is another way brands can provide a seamless shopping experience on Instagram. This new format will start testing in the coming months, ”the platform shared.
What does this ultimately mean? Brands have a more modernized ecosystem in which they can get more value than content that makes it easier for people to buy directly from the creators who inspire them. For example, in Stories, Branded Ads may contain touch elements, such as @menu, location, and hashtags, in an attempt to give brands wider access to organic Story creations that are “original and authentic to the Story experience.”
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