The Basics of Instagram’s Branded Content

There were 25 million business profiles on Instagram in 2017, which should have tripled by now!

‘200 million + Instagrammers visit at least one business profile daily.’ (Source: Instagram internal data)

All these shocking data brings us to one fundamental question: How can my business account stand out of all this noise and traffic?

Instagram offers the option of partnering with other businesses to create Branded Content, which reaches out to a much larger audience. Want to know how?

Let’s have a look at how to create and get branded content posts running on Instagram.

What is Instagram Branded Content?

Facebook introduced branded content first, which later moved on to Instagram. Both Instagram feed posts and stories are suitable for Branded Content. You can find a description saying ‘Paid partnership with….’ in the posts to indicate that it is compensated.

According to Instagram, ‘….branded content as a creator or publisher’s content that features or is influenced by a business partner for an exchange of value (for example: where the business partner has paid the creator or publisher).’ 

Instagram intends to bring in transparency for the public when creators and influencers post content that was paid for. Branded content isn’t ads, and the compensation or payment is not made to Instagram, but between the partners.

1. Approve or Requests for Branded Content

By default, Instagram accounts need approval for tagging in branded content. If you intend to collaborate, you have to give access to that account to do so.

Go to the Instagram profile on the mobile app and click on the 3-line button in the top-right corner. Select Settings ->Business->Branded Content.

On the Branded Content Approvals screen, toggle the Require Approvals Button to enable the feature that avoids other accounts that could senselessly claim to be your partner. Next, click on Approved Accounts to add the account you want to partner with.

From there, you go to the next screen, where you can search and select the account to want to partner with by name. Once selected, go back to the previous screen to save the changes as an approved partner. And the same steps are required if you want to tag a brand in your content.

2. Brand Collabs Manager

The beauty of having branded content posts is the ability to see the insights of the post for both the accounts. How? The only way for this to happen is by setting up a Brand Collabs Manager account.

Instagram profiles have to join as an Advertiser, and you also need to check if you are eligible for Brand Collabs Manager. Select the Facebook page connected to your Instagram and enter email id and accept the service terms.

Your approval will be quick, and then you move on to the Brand Collabs Manager dashboard. If your FB and Insta aren’t connected, you can still use the branded content, only you won’t be able to view the insights of the tagged content.

If you connect your Facebook page to the Brand Collabs Manager, you can access it in the future. Go to Facebook page -> Settings -> Branded Content.

With the basics all set, let’s learn how to start tagging in the next blog!