agram has rebranded its content ads as partnership ads

Instagram has revealed that they will rebrand their branded content ads into partnership ads. This offers new ways for brands and creators of advertising to collaborate.

How partnership ads are created. Advertisers can use partnership ads to extend content that originates from the account of a partner or creator, thus facilitating greater collaboration.

Advertisers can now promote more organic Instagram content through the new advertising format. The updated advertising format allows advertisers to promote a wider range of organic Instagram content as partnership ads. This includes branded posts with the paid label, Instagram Collabs, @mentions and tags for people, products, or other content. Advertisers can also create new partnership ads without a post in Ads Manager. The company is updating the permissions for partnership ads to accommodate these new use-cases.

Early testing. Instagram says that partnership ads are the best and most transparent way for advertisers and their partners to collaborate on advertising campaigns. According to their data, campaigns that combine partnership ads with BAU ads have 53% higher click through rates, 19% less cost per action, and a 95% probability of outperforming the BAU ads alone.

Dig deeper. Meta Blog has a post about the new ads.

Why we care. These new ads provide a transparent and efficient way for creators and brands to collaborate on advertising campaigns. These ads encourage a broader collaboration by promoting a variety of Instagram organic content.

Early tests have shown that the new ads are more likely to outperform traditional ads.

The article Instagram has rebranded its content ads as partnership ads first appeared on Search Engine Land.