Ahead of its inaugural Creator Week, kicking off tomorrow, Instagram has unveiled several updates to the way in which branded content is published and displayed on its platform.
The changes, Instagram says, serve to increase transparency and make it easier for brands and creators to manage their relationships. They will be rolling out to Instagram’s Live, IGTV, Reels, and Stories products in coming weeks, according to the company.
Now, creators will be able to tag up to two brands in a single piece of branded content, though Instagram notes that both brands will be able to see the other participant in the ad before approving the campaign.
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Another slight change will see creators being able to publish sponsored posts while waiting for approval from brand partners. In these instances, the ‘Paid Partnership’ label will appear atop posts, but without a specific brand name until the approval goes through. Additionally, creators will be able to tender approval requests after posts have been published in ‘Settings’. Previously, these requests could only be made in the post creation flow.
Finally, following Instagram’s move to provide new metrics for creators in both Reels and Live, the company says it will also give brands access to these insights from organic branded Reels and Live videos that they are tagged in. For Reels, Instagram will furnish six new metrics: plays, accounts reached, likes, comments, saves, and shares. For Live, it will display accounts reached, peak concurrent viewers, comments, and shares.
