Many of our clients ask us how they can get the best ROI with their influencer marketing campaigns. Although we love live events and influencer trips we can now amplify those and regular instagram content through Instagram’s branded content ads.
If you haven’t heard, Instagram now allows businesses to promote organic posts from influencers as on the feed ads in the app.
Their press release states that “businesses will now be able to scale [sponsored] posts beyond a creator’s audience, and will be able to target specific audiences and measure performance using the tools in our ads platform.”
This is great news for us, as we live and breathe influencer campaigns. It’s something we’re going to encourage brands who work with us to do regularly as this expands your audience and looks more authentic to the people you want to reach.
So, what are branded ads on Instagram? Essentially this means your brand can now promote influencer posts via Facebook Ads Manager. There have always been workarounds for instance:
- Including a budget and specific instructions for influencers to boost ads themselves
- Adding a clause in your contract with influencers to gain access to their ads manager
Now, it’s easier for everyone involved because as the brand you now have complete control over ads that include your content.
Essentially, this means that in addition to targeting an influencer’s audience with your campaigns, you can target any other audience you want using that content.
From Instagram’s blog, “By running ads, businesses will have access to measurement and can optimize and test their campaigns against their set goals for more effective marketing campaigns.”
How do you get started?
It’s really simple. You will need to give influencers who work with your brand permission to tag your brand’s instagram account in their posts. Once that’s been done you can promote those posts.
To do this, open your settings within the Instagram app and select Business Settings.
Select Branded Content.
Turn on the Require Approvals button to “on” and then select Approved Accounts.
That’s where you will be able to add the creator’s Instagram handle that you will be partnering with.
Once your settings are updated you can also direct influencers to add tags to older content as well meaning you can take advantage of this for past campaigns!
We haven’t seen how this new change will affect the way brands and influencers work together but we think the combination of more exposure for the influencer and the added control that brands receive will make this a great change.
Contact us if you’d like to start working with diverse influencers!