Instagram is working on a new advertising format designed specifically so that brands and influencers can collaborate more effectively and more transparently. This has been recognized by the company during an event held last night in New York.
As it has been known, the new type of ad will be called “Branded Content Ads”, and will allow brands to sponsor posts – photographs, videos, mosaics… – created by popular characters and celebrities on the platform. Thus both parties can collaborate and obtain benefits in a more transparent manner.
“Instagram will create a new advertising format for brands and influencers.”
This type of ads would specify that it is a sponsored content and would also indicate which brand the promotion has made. Until now, Instagram had a possibility for instagramers to indicate when a content had been sponsored, but the truth is that many of them did not use this functionality.
However now the initiative would depart from the brand, which would hire these “Branded Content Ads” in the same way that it does to promote a certain post of its corporate account, only selecting one of an influence.
Actually this new advertising format what it does is formalize the relationship between brand and influencer, and also gives the company more control over the ad and its performance.
In addition, Instagram has confirmed that it is also working on the launch of profiles for Influencers (the so-called Creator Profiles) that would incorporate specific functionalities to ensure greater performance on the platform and also greater transparency for those who follow them.
According to Instagram, 69% of users interact on the platform with public figures and influencers, and more than 80% of the instagramers follow at least one company in the social network.
In the event last night the company also said it will continue to fight against the “unrealistic” activity on the platform, which includes the purchase of followers and “I like you”. In this regard, he also referred to the recent lawsuit against four Chinese companies, filed before US courts, for selling false accounts and followers.