Instagram is continuously expanding its options for brands to advertise on the platform, both Organically as well as Paid. Most recently, Instagram announced that it is exploring options to further utilize the relationships that brands have developed with relevant influencers in their industries in order to create branded content ads.
With this opportunity, brands will be able to turn posts created by influencers into targeted ads on the social media platform. Prior to this test, brands were not able to feature influencers’ posts beyond the organic reach of said influencer. However, based on the positive feedback from advertisers on this beta test, Instagram has committed to expanding this ad product to more advertisers in 2019.
Since the launch of the branded content tool in 2017, Instagram has had to increasingly monitor the authenticity of accounts to protect brands from engaging with fake influencers. Only time will tell if these new content branded advertisements will be Instagram’s next big win for brands advertising through Instagram.
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