Instagram pushes influencers to use sponsored content tool

Instagram pushes influencers to use sponsored content tool

Instagram has begun rolling out a tool that allows influencers and celebrities to disclose when posts are sponsored by advertisers.

The tool was first released in June, with a new policy that required users to publish all sponsored and branded content under it. 

Instagram is working to create a standard of appropriate disclosure, where sponsored posts and and paid content is very clearly displayed on posts. The tool will also allow advertisers to view data about a post's reach and performance over a period of time.

The photo-sharing app has made this tool available to all accounts that have access to its insights data, which is available on Instagram for business.

Instagram will also start alerting accounts when it detects that a post may be sponsored. Users will then be given  the option to tag a business in the post. 

“These notifications are intended to make it easier to use the ‘Paid Partnership with’ tag and educate the community on Instagram’s branded content.” the company says. 

Instagram-owner Facebook is currently under fire after concerns of inappriopriate ad disclosure. With that, creators on platforms such as YouTube are currently being watched closely; the FTC is being urged to pay close attention to influencer campaigns after a recent case of inappropriate ad disclosure resurfaced.

Tools like Instagram's sponsored content viewer should lead both influencers and businesses alike in to running clear and inconspicious sponsored campaigns. 



Danielle Partis is editor of and former editor of She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.


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