Instagram is Letting Advertisers Create Posts With Users’ Accounts

Instagram is giving advertisers the ability to publish sponsored posts from users’ accounts through an update to branded content ads.

Branded content ads were introduced last year as a way for influencers to identify when their posts are sponsored by a company or brand.

The ads look just like organic posts published from the user’s account, only they have a tag reading: “Paid partnership with [brand name].”

Creating the ads required much coordination between the influencer and the brand. The content had to be published as an organic post first, and then the brand would go through Instagram to promote the post as an ad.

Now, Instagram aims to streamline the process on both sides.

Instagram is launching a new process where advertisers can publish branded content ads without the need for influencers to create an organic post first.

“Now brands have more flexibility with fewer constraints when they want to run Branded Content ads,” Instagram states in an announcement

The new process allows brands to craft an ad with the creator’s own account and even publish it. With the the creator’s approval, of course.

Here’s more about how the new process works, followed by information on additional updates to branded content ads.