Instagram expands its branded content capabilities and launches a new campaign

• In addition to newer tools like badges in Live and IGTV Ads, branded content remains an important way that creators can make money.
• Instagram shared updates that will make it easier for creators and brands to create and increase transparency on its platform.

Instagram has added new updates to make it easier for creators and brands to create, share and amplify branded content across its platform.

Bringing the Branded Content Tag to Reels + Live

Instagram wants to ensure creators can clearly disclose when they’re creating branded content, no matter what format they choose to use. To help increase transparency, the Branded Content tag is launching in Reels today, and will begin testing in Live in the coming weeks.

Branded Content ads in Stories

Branded Content ads in Stories can now include tappable elements, such as @mentions, location and hashtags. With this, brands have access to organic Stories’ creative that is native and authentic to the Stories experience.

New Creation Flow for Branded Content ads

Instagram is now launching a new workflow where advertisers can create Branded Content ads without the need for creators to post organically on Instagram first. Now brands have more flexibility with fewer constraints when they want to run Branded Content ads. This new process has been designed with creator control in mind - creators can approve and pause any ads published from their handle.

Branded Content ads with Product Tags

Instagram is introducing the ability for businesses to promote branded content posts with product tags. Until today, branded content posts from creators that included product tags were not able to be promoted. Now brands can get more value out of this content that makes it easy for people to shop directly from creators that inspire them.

More and more, people are shopping directly from the 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 begin testing in the coming months.

Age Restrictions for Branded Content

Brands can choose to set a default minimum age or a minimum age for specific countries, or a combination of both.

The photo-sharing app has also launched a new campaign to celebrate its creators. "Shout-out to the ones turning heads, turning the tables, flipping the script, and ditching the labels. We make today," read its caption.