Leverage the content created by influencers to attract more traffic to your Instagram page.

Brands and Businesses can now collaborate with creators on Instagram and boost branded content created by them through their accounts. This means that when a creator partners with a business to create a branded content post or story, the creator can give their business partner permission to turn their content into an ad.

Creators can also boost their own Instagram branded content posts such as Instagram feeds, Stories, and Explore ads or create a new branded content ad, which woould not be visible on their profile.

Value Proposition

Eligible ad formats and ad objectives for branded content ads

Ad Formats

1. Feed ads: Single image, video and carousel ads are supported.

   Note: If you are creating a carousel ad, branded content ads only support the 1:1 ratio carousel format in Feed.

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2. Stories ads: To be used in a branded content ad, stories must have a maximum of five stickers. They must contain no unsupported stickers.

   1. Supported stickers that can be used: Polling sticker, countdown sticker, hashtag sticker, location sticker, mention sticker.

   2. Unsupported stickers that cannot be used: Music stickers, link stickers, GIFs, emoticons.

      Note: The polling sticker can only be used in ads that are not created from an existing organic post.

3. Reels: If you are creating a branded content ad from an existing reel, please note that your organic post will not be eligible to turn into an ad if:

   1. It was published before 15 October 2021.

   2. It has a face/camera effect.

   3. It uses the Instagram music library. We recommend the use of royalty-free music or original audio for ads.

   4. It exceeds 90 seconds.

   5. It includes a GIF.

   6. It includes product tags.

   7. It uses a tappable sticker.

Supported Ad Objectives:

• Awareness (New Objectives)

• Traffic (New Objectives)

• Engagement (New Objectives)

• App promotion (New Objectives)

• Sales (New Objectives)

To create branded content via Ads Composer

1. Click the New Tab icon. Under the Modern Advertising tab, click Ads Composer within Execute.

2. On the Ads Composer window, select your Facebook ad account.

3. In the Campaign Details section, choose your campaign Objective from Select Objective for your Campaign. For more information, see Facebook and Instagram Objectives.

4. Under Campaign Name, enter a name for your campaign or use a naming convention.

5. Fill out the necessary details and navigate to the Creatives section and click on Add New Creative button.

6. On the Select Creatives window, in the filters tab, turn Branded Content to yes and select Instagram as channel. Now you will be able to see all the posts under this section. 

7. After selecting your desired post click Save.

To create branded content via Ads Manager

1. Click the New Tab icon. Under the Modern Advertising tab, click Ads Manager within Analyze.

2. Select the desired Paid Initiative by checking the box alongside and click View and Edit from the Edit panel at the bottom.

3. Navigate to the Ad and scroll down to the creative section, and click on Add Creative and then click Add Existing Creatives. 

4. On the Select Creatives window, in the filters tab, turn Branded Content to yes and select Instagram as channel. Now you will be able to see all the posts under this section. 

5. Finish filling out the rest of the necessary details and click Review Changes at the bottom right corner of the View and Edit window. After checking for any errors on the Review Changes window, click Apply Changes.

To boost branded content via Editorial Calendar

1. Click the New Tab icon. Under the Modern Engagement tab, click Editorial Calendar within Publish.

2. Go to filters and search for Branded. From the result, turn Is Branded to True. Now you will be able to see all the branded content posts. 

3. Hover over the post you want to boost and click on the options icon to see more options for that post. From the dropdown menu, select Boost Post.

4. On the Boost Post window, fill the necessary details and click Boost once finished. 

To boost branded content via Engagement Dashboard

1. Click the New Tab icon. Under Modern Engagement, click Engagement Dashboards within Engage.

2. Create a new Outbound Sent Column by clicking on the Add Column button in the top right corner of the Engagement Dashboard and selecting Sent from the options under Add new outbound column. Fill in the column name, select Instagram under Channel, and make sure that the filter Branded Content is set to Yes. 

3. In the newly created column, you can see all the branded content posts and boost them by clicking on the Options icon at the bottom of that card. Select the Boost Post option from the menu. 

4. On the Boost Post window, fill the necessary details and click Boost once finished.