New Instagram Feature Encourages Transparency with Branded Content

New Instagram Feature Encourages Transparency with Branded Content

Introducing "Paid Partnership With..."

Introducing "Paid Partnership With..."

Styling: Madison Breaux

Instagram has announced a new feature that allows users to more clearly distinguish sponsored posts. With a couple of strategic hashtags and captions,  Instagram influencers and brands can reap the enormous benefits of social media promotion partnerships. However, it is often unclear to their followers that the post they are looking at is sponsored content. Instagram hopes that this new tool will change that. The company is aiming for more transparency between its users and to make Instagram an even more appealing marketing platform. This setting would place “Paid partnership with…” at the top of the post, where a location would normally be. The new tool also applies to Instagram stories.

The lack of transparency when it comes to paid posts is not a new phenomenon. In April, the Federal Trade Commission sent out over 90 letters reminding influencers and the brands paying these users to clearly state their affiliation with one another, in an effort to avoid misleading their audiences. The FTC stated that simply mentioning the brand paying for the post in the caption does not sufficiently disclose to users that the picture was sponsored.

This new transparency plan also benefits those on the marketing side. When sponsors use the tag, they will have the ability to see post performance and user engagement. In their statement, Instagram stated, “Not only is this level of transparency beneficial for our community, but it also gives creators and businesses the ability to track and share insights around a partnered post.”

The feature is still in testing with just a select number of influencers, but Instagram should announce a universal release soon. So hopefully next time Kylie Jenner promotes another tea detox, it will be obvious that she was paid to do so.

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