Instagram’s new ad option will change the way we see influencers
Instagram’s latest development will allow branded content to reach more people and replace reach as content creator’s most valuable asset, writes Vamp’s Aaron Brooks.
Instagram’s latest offering, ‘branded content ads’ will allow brands to promote branded content created by influencers, in the same way they can currently do with ads. Still in its testing phase, an Instagram product management lead, Ashley Yuki, announced the development earlier this week.
Whether they follow them or not, this update would allow Instagram users to see influencer content in their feed, labelled with the paid partnership tag. This could amplify high-performing branded content, pushing its reach far beyond just the influencer’s followers. It also provides a superior option to brands simply regramming influencer content, allowing the content to live within its original context, with the origin and caption unchanged.
Those comments from noahgalloway1983 and sydneyjordan24 are pure gold.
Great article – huge implications for the industry which will likely affect the livelihoods of many influencers. Interested to see how this will change costing and evaluation of them on a brief by brief basis.
With that said, agree that it should have a positive effect on the quality of posts and re-focus influencer marketing on reaching engaged and relevant audiences.