Instagram Branded content for Instagram Ads
Updated
Note: Branded content ads are now called partnership ads.
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.
Enablement note: To see branded content Instagram ads in Sprinklr, the brand, and the content creator would need to accept each other as a creator and a brand on their respective profiles on Instagram. To learn how to enable this on Instagram, read Manage branded content permissions in Meta Business Suite and How to get branded content tag access in Creator Studio |
Value Proposition
Persona | Problem | Solution |
Ads Creators | Difficulty in controlling and managing who can use the ads created by them for marketing purposes. | Creators have control over their content. As a creator, you will need to use the paid partnership tag in your organic branded content in order for a post to be used in an ad. The creator will also be able to see increased engagement from their insights due to ad activity. |
Ads Insights Analyst | Difficulty in keeping track of the performance of a boosted branded post. | When a creator's branded content post is turned into an ad, businesses that choose to boost a post will have access to the paid insights from their ad. |
Ads Media Manager | Difficulty in increasing Instagram Reach. | You will have the ability to reach people who are relevant to your business, beyond the creator's followers. Creators can also boost their branded content posts as Instagram ads. |
Eligible ad formats and ad objectives for branded content ads
Ad Formats
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.
Stories ads: To be used in a branded content ad, stories must have a maximum of five stickers. They must contain no unsupported stickers.
Supported stickers that can be used: Polling sticker, countdown sticker, hashtag sticker, location sticker, mention sticker.
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.
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:
It was published before 15 October 2021.
It has a face/camera effect.
It uses the Instagram music library. We recommend the use of royalty-free music or original audio for ads.
It exceeds 90 seconds.
It includes a GIF.
It includes product tags.
It uses a tappable sticker.
Supported Ad Objectives:
Awareness (New Objectives)
Traffic (New Objectives)
Engagement (New Objectives)
App promotion (New Objectives)
Sales (New Objectives)
Leads (New Objective)
To Use Instagram Branded Content in Ads
Click the New Tab icon. Under Sprinklr Marketing, go to Advertising sub-tab and click Ads Composer within Execute.
On the Create an Ad Campaign window, select a verified Facebook Ad Account.
Set the Campaign Details, Target Audience, and Budget & Scheduling for your ad. For more information, see Compose Facebook and Instagram Ads.
In the Creatives section, click Create new creative to build a new creative.
On the Add creatives to your campaign window, select/enter your ad creative details.
Scroll down to Instagram Branded Content and select a verified Instagram account from the drop-down menu. To search the Instagram account you need to type the exact username to select it(Autocomplete is not supported via API).
Enter additional details and click Save in the bottom-right corner.
Follow the prompted steps to publish your ad campaign.
Your ad will be published with an indication that the content is sponsored and a link to the page that your ad is published in partnership with.
Additional Notes: 1. The Facebook Page and Instagram Page should be connected if you want to use both Facebook branded content as well as Instagram Branded content. 2. Branded content permission should be enabled. Check this 3. The exact username for Instagram profile is needed to search the profile via API. For example if you want to add Cristiano Ronaldo you have to type his IG username i.e. "Cristiano" to fetch the account, auto completion is not supported 4. Instagram account should be a business account to run branded content. 5. Branded content for Facebook and Instagram can be used simultaneously. |