Of the social networks, Instagram is one of the few that survive in the minds of people as that space in which people can still consume original creators content.
Although this is the premise of all networks, originality has been lost in many others; this gives added value to the photography network.
After allowing the monetizable content, people start to “learn” how to dodge the sponsored content to access the original content of the creators.
This undoubtedly represents a loss for brands, so Instagram found a way to make monetizable content that people want to keep watching.
Original content
In order to make people feel more connected to what they see in their profiles, Instagram offers advertisers the option of sponsoring page postings of certain influencers.
This new trend gives brands the opportunity to show their products in a more natural and achievable way, than by making specific publications to promote.
The same platform explained that 68% of people who enter the network, seek to find original content and have learned to “dodge” the sponsored ads that brands offer in the feed.
The goal is to increase the reach, have more possibilities to optimize campaigns and have better control over the campaign metrics.
The operation is simple.
With the permission of the OP (Original Poster), the brands will have access to their posts through Ads Manager, from where they will choose those publications that they want to promote.
How will a better engagement be achieved by publishing from personal accounts?
First, the audience feels more confident when brands are recommended by a person rather than the brand itself.
Second, the posting will not only reach people who follow the brand, but also the people who follow the influencer and their friends.
Third, and summarizing a bit of the above points, people no longer believe in the infallible benefits of brands, especially miracle diets.
This distrust inspired the new measure of Instagram.
How is it done?
Instagram provided a simple tutorial on how to promote this type of content.
The journey begins when the brand asks the creator for permission to tag his brand in the “configuration” section.
After having registered the creator’s account, the brand needs to wait for the approval of the OP.
Once the permission is approved, the brand can choose different types of ads from Ads Manager, as well as the audience and the post.
However, the creator will give permission only on certain posts that he chooses.
On the part of the creator it is something similar.
The creator will register the businesses that can use their postings as advertisements and will be able to edit directly on the same photo which partner they want to choose for the promotion.
Once the promotion has begun, the creator will not be able to eliminate the posting; however, the creator can hide the post of your feed at any time.
The creator will not be able to delete or edit the content during a campaign, or after it has finished, unless the brand deletes the ad completely.
It is expected that this measure will soon be valid in all the world, which means that we will be seeing many more influencer posts that are not necessarily part of our contacts.
Sources
www.business.instagram.com
www.socialmediatoday.com
www.adweek.com