Instagram allows advertisers to convert organic influencer marketing posts into ads
Instagram recently confirmed that it was testing this new ad format initially with a few brands, but is now rolling out ‘branded content ads’ to all advertisers.
This means it is now possible for brands to create ads using organic posts from the influencers they already have a relationship with. Instagram has also announced that branded content ads for ‘Stories’ will also be rolled out in the next few months.
Why is this significant?
Well first of all, what is influencer marketing?
“Influencer marketing (also influence marketing or social media influencer) is a form of marketing in which focus is placed on influential people rather than the target market as a whole on social media.” – Wikipedia
For example, David Beckham posting a selfie on Instagram in an Adidas tracksuit.
This type of marketing has grown rapidly over the last few years and is continuing to rise in popularity with brands. A recent Socialbakers report revealed Instagram Influencers are posting 150% more sponsored content since just last year.
Instagram has made it easier for advertisers to create ads from influencer posts, saving time and creative efforts for the advertiser, as well as improving the platform for marketing, as brands will have more ad options available with influencers doing the heavy lifting.