Advertisers can now change their organic influencer posts into ads on Instagram

Instagram is introducing ‘branded content ads’ for advertisers and brands that will enable them to create ads using organic posts from the influencers they interact with. According to a blog post by Instagram Business Team, the branded content ads feature will be rolling out to all the advertisers within a few weeks while the branded content ads for Stories will roll out in the coming months.

However, before using the influencer posts as ads, the content creators must grant access to the brands they have a relationship to promote their posts. Once the creator or the influencer has given permission through the “Advanced Settings” page, the brands will start seeing the influencer’s post in the Ads Manager under “Existing Posts.” From there, they can convert the content as ads and use them in the Newsfeed or Stories format.

Marketing on Instagram is booming

Influencer marketing on Instagram is growing rapidly. In fact, a report by Socialbakers revealed that Instagram influencers are posting 150% more sponsored content since last year. A study by Ipsos commissioned by Facebook further confirms the above study by stating that 68% of daily Instagram users log on to the app to interact with the influencers and creators.

As more creators use the platform to deliver branded content, more users remain active on Instagram to see what their favorite influencers and brands are up to. Ultimately, the creative efforts of both – the creators and the brands garner more revenue and visibility.


IG is introducing the ability for advertisers to promote creators' organic branded content posts as feed ads.

Read next: There is space to add more Ads in Instagram and it's beneficial for Facebook's Growth too, says Jim Squires

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