{"id":15576,"date":"2019-07-12T13:42:41","date_gmt":"2019-07-12T00:42:41","guid":{"rendered":"https:\/\/www.pureseo.co.nz\/?p=15576"},"modified":"2021-07-19T15:09:08","modified_gmt":"2021-07-19T03:09:08","slug":"instagram-branded-content-format","status":"publish","type":"post","link":"https:\/\/pureseo.com\/gb\/blog\/instagram-branded-content-format","title":{"rendered":"Instagram&#8217;s New Branded Content Ad Format: Rise of the Influencers"},"content":{"rendered":"\r\n<p>Over the past few years, the internet has seen the rise of a particular breed of social media user \u2013 the \u201c<strong>influencer<\/strong>\u201d. And <strong><a href=\"https:\/\/pureseo.com\/services\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">digital marketing<\/a><\/strong> pros, as they do, were quick to catch on to the opportunities presented by those who demonstrated their reign over social media. Brands have been paying well-known Instagram users for years now, asking them to promote their products with a review that their followers trust. This year alone has seen the industry morph into a $2 billion market.<\/p>\r\n\r\n\r\n\r\n<p>Despite all this, there\u2019s been a gap in the market for as long as it has existed. Instagram could only show these sponsored posts to influencer&#8217;s followers \u2013 no more and no less. Instagram ad campaigns have been employing different influencers to corner their respective markets, but there is only so far that a sponsored post go, especially considering the ever-shifting waters of the worldwide Instagram Feed. Unless you\u2019re a Kardashian \u2013<strong> <a href=\"https:\/\/www.harpersbazaar.com\/celebrity\/latest\/a27171148\/kardashian-family-pay-sponspored-instagram-post\/\" target=\"_blank\" rel=\"nofollow noreferrer noopener\" aria-label=\" (opens in a new tab)\">those posts tend to make news.<\/a><\/strong><\/p>\r\n\r\n\r\n\r\n<p>In an effort to let brands reach beyond the pool of a particular influencer\u2019s follower count, as well as to extend the brand partnerships to more creators on the platform, Instagram has <strong><a href=\"https:\/\/adage.com\/article\/digital\/instagram-lets-brands-promote-influencer-posts-ad\/316869\" target=\"_blank\" rel=\"nofollow noreferrer noopener\" aria-label=\" (opens in a new tab)\">released a new branded content ad format<\/a> <\/strong>that companies can use to boost the influencers&#8217; posts instead of just the other way around.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">A Change to the Process of Sponsorship<\/h2>\r\n\r\n\r\n\r\n<p>This evolution was actually a long time coming. Instagram has carved out its place as a battleground for advertisers to duke it out for visibility, especially following Facebook integration. However, most of the sponsored content for influencers was managed through a fairly informal process. Some creators had access to a brand content partnership program. But for most influencers, direct communication with a brand was necessary to set up a sponsored post. Once this post made it to the blogger\u2019s feed, it would simply be marked with #sponsoredby or #ad tags to indicate the advertisement.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">The Beginnings of Sponsored Content<\/h3>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"wp-image-15577 lazyload\" data-src=\"https:\/\/www.pureseo.co.nz\/wp-content\/uploads\/2019\/07\/Screenshot-234_LI.jpg\" alt=\"A shot of colourmecourtney's instagram profile.\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/>\r\n<figcaption>Instagram creator @colourmecourtney knows the ropes when it comes to collaborations.<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>Courtney Quinn, a vibrant Instagram star with a message of curves, curls and confidence, spoke about how she manages her collaborations with brands for her account.<\/p>\r\n\r\n\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\r\n<p><em>\u201cI think people think blogging is really glamorous and it\u2019s not a lot of work, but it is. I always explain it like an iceberg \u2013 all you see is the tip, but there\u2019s so much work underneath the iceberg that goes into it that you would never see.\u201d <\/em><\/p>\r\n<cite>Courtney Quinn <br \/><a href=\"https:\/\/www.instagram.com\/colormecourtney\/\" target=\"_blank\" rel=\"nofollow noreferrer noopener\" aria-label=\" (opens in a new tab)\">(@colourmecourtney)<\/a><\/cite><\/blockquote>\r\n\r\n\r\n\r\n<p>In between scouting locations for her latest post and <a href=\"https:\/\/instasize.com\/photo-editor\">editing photos<\/a> to create the quality content her followers have come to expect, Quinn works hard to find brands who want to work with her. This means creating posts that satisfy a brand&#8217;s aesthetics while maintaining her hard-won personal branding. <strong><a href=\"https:\/\/www.youtube.com\/watch?v=Csy2RxzkbaM&amp;t=241s\" target=\"_blank\" rel=\"nofollow noreferrer noopener\" aria-label=\" (opens in a new tab)\">She spoke about her \u201cpitch deck\u201d,<\/a><\/strong> a media kit designed to introduce her brand to advertisers for the purpose of collaboration.<\/p>\r\n\r\n\r\n\r\n<p><em>\u201cBe creative, be innovative, be yourself. As a blogger, you are responsible for building your own brand, so the best thing you can do is to set yourself up with all of the tools you\u2019ll need to truly sell yourself.\u201d<\/em><\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image\"><img decoding=\"async\" class=\"wp-image-15578 lazyload\" data-src=\"https:\/\/www.pureseo.co.nz\/wp-content\/uploads\/2019\/07\/Screenshot-231.png\" alt=\"A series of vibrant images from Quinn's Instagram profile.\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" \/>\r\n<figcaption>Colourful, curvy, and proud of it &#8211; this is the brand Quinn has built for herself.<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>Now that the <strong><em>branded content ad<\/em><\/strong> format has been added to Instagram\u2019s ranks, the process for Quinn, and all of the others like her, will be seeing some alterations.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">How the New Branded Content Ads Format will change Instagram<\/h2>\r\n\r\n\r\n\r\n<p><strong><a href=\"https:\/\/help.instagram.com\/116947042301556\/?helpref=hc_fnav&amp;bc%5b0%5d=Instagram%20Help&amp;bc%5b1%5d=Instagram%20for%20Businesses\" target=\"_blank\" rel=\"nofollow noreferrer noopener\" aria-label=\" (opens in a new tab)\">\u201cBranded content ads\u201d<\/a><\/strong> are Instagram\u2019s new way of creating a more formal relationship between advertisers and creators. Parent company Facebook has a highly formalised process for advertising, and now it\u2019s leaking over.<\/p>\r\n\r\n\r\n\r\n<p>This new ad format will appear on feeds much like any other sponsored post, apart from one key difference: <strong>you don\u2019t have to follow the influencer to see the ad<\/strong>. Brands can now collaborate with any influencer through the new partner program and boost an influencer&#8217;s posts to an audience beyond the chosen influencer\u2019s followers, much like normal advertisements.<\/p>\r\n\r\n\r\n\r\n<p>According to Ashley Yuki, a product management lead with Instagram, these ads have been in beta since last year, and have demonstrated success when compared with organic sponsorships.<\/p>\r\n\r\n\r\n\r\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\r\n<p>\u201cBrands that are seeing [that] this branded content ad product sometimes helps overcome challenges they have with organic branded content. [They are] exploring ways that brands can amplify branded content.\u201d<\/p>\r\n<cite>Ashley Yuki <\/cite><\/blockquote>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">What You Should Know<\/h2>\r\n\r\n\r\n\r\n<p><strong>If you are a business \u2013 <\/strong>it\u2019s time to hop on the social media bandwagon. Instagram has over 1 billion daily users that could be exposed to your products and services, so the advertising opportunities are practically endless. Gaining permission from a creator to utilise their account is a way of expanding your reach, even more so now that branded content can be boosted like an advertisement.<\/p>\r\n\r\n\r\n\r\n<p>Keep in mind that this is an additional strategy to <strong><a href=\"https:\/\/help.instagram.com\/1554245014870700\/?helpref=hc_fnav&amp;bc%5b0%5d=Instagram%20Help&amp;bc%5b1%5d=Instagram%20for%20Businesses\" target=\"_blank\" rel=\"nofollow noreferrer noopener\" aria-label=\" (opens in a new tab)\">advertising on Instagram<\/a><\/strong> \u2013 you can incorporate both branded content ads (think of them as sponsorship posts but boosted) and Instagram advertisements into your campaign.<\/p>\r\n\r\n\r\n\r\n<p><strong>If you are a creator <\/strong>\u2013 make yourself available! <strong><a href=\"https:\/\/www.facebook.com\/policies\/brandedcontent\" target=\"_blank\" rel=\"nofollow noreferrer noopener\" aria-label=\" (opens in a new tab)\">All Instagram accounts can post branded content<\/a>, <\/strong>and it will be clearly demarcated as a sponsored post. Your brand will be marketed to followers beyond your current breadth, so it\u2019s an excellent way to build your personal brand. Keep in mind that the companies you choose to collaborate with will indicate to those who see the post what kind of creator you are, so be strategic in your choices.<\/p>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\">Keep up to date with the latest on the world wide web.<\/h3>\r\n\r\n\r\n\r\n<p>Our Pure SEO newsletter is sent directly to your inbox every week, and you can get the latest turnings of the InterWebs broken down into plain English! <strong><a href=\"https:\/\/pureseo.com\/newsletter\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">Subscribe now, and don\u2019t miss out.<\/a><\/strong><\/p>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Over the past few years, the internet has seen the rise of a particular breed of social media user \u2013&#8230;<\/p>\n","protected":false},"author":8,"featured_media":20147,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"ep_exclude_from_search":false,"footnotes":""},"categories":[2,305,306],"tags":[],"ai":[],"class_list":["post-15576","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-instagram","category-social","entry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - 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