Instagram Adds a Paid Partnership Label for Broadcast Channels for Creators to Disclose Sponsored Messages
Ahmed Ghanem
Instagram has added a new Paid Partnership Label for Broadcast Channels, its one-to-many messaging feature. Creators can now add a Paid Partnership label to a message by tapping and holding it, then selecting "Paid Partnership" and toggling it on. After tapping "Done," the message will include the label.
Why It Matters: The Paid Partnership Label provides a way for creators to disclose when they are compensated for a sponsored message, aligning with disclosure practices for other types of content across Instagram.
Although sponsored content in Broadcast Channels is less common right now compared to sponsored content across Instagram’s other formats, the growing trend of people seeking more intimate, smaller spaces for sharing on social media may encourage more creators and brands to leverage these experiences for collaborations going forward.
In most cases, creators' Broadcast Channels will be a smaller fraction of their total Instagram followers, but the ability to go directly to their audience without having to battle the algorithm should be appealing to marketers who want to ensure that brand messages are reaching the right audiences.
Plus, since messaging is a relatively light lift, sponsored content in Broadcast Channels provides a quick turnaround that doesn't require the sometimes lengthy briefing period for sponsored Feed, Reels, or Stories content, making them an easy add-on for holiday campaigns.
Some use cases for sponsored messages in Broadcast Channels are:
Amplifying existing sponsored content to increase reach and awareness
Sharing exclusive promo codes to drive conversions
Running polls to get feedback on a brand
