Instagram is making it easier for advertisers to turn influencer posts into ads for extended audience reach, following extended requests from businesses.
Until now, brands had been able to partner directly with influencers on Instagram to sponsor posts or videos. However, the posts were only reaching the influencer’s often niche audience.
The update lets influencers agree to ‘allow my business partner to boost’ their posts via the paid partnership tool. Brands can then feature a post or Story among their own audience.
The feature won’t just benefit brands to reach wider audiences, but could also open up influencer sites to potentially new followers.
For Instagram users the addition could result in additional #ad or #sponcon posts across their feeds. Some fear that this may be a turn-off.
According to the popular imaging app, 68% of users interact with influencers regularly. However, media agency UM recently posted findings of a survey among 56,000 Internet users which suggests that just 4% trust influencers and celebrities on social media.
Instagram added that the feature had been a top request from brands.
The branded content ads are currently available to 50% of Instagram businesses. Full availability is expected for June 17th.