Instagram Prompts Creators When Their Stories Are Ineligible For Partnership Ads
Instagram has launched a new feature that prompts creators to edit their Stories when they toggle on ‘Allow brand partner to boost’ for Partnership Ads, formerly known as Branded Content Ads. These issues may include having too many tags or using GIF stickers or Link Stickers.
When this is the case, Instagram will give creators the option to edit the story to resolve the issues and make their brand partners able to amplify it as an ad, or to share the story despite the issues.
Why It Matters: Partnership Ads play an integral role in influencer marketing campaigns today. They empower brands to extract more value from creator content and supercharge their paid media strategies. However, ensuring that brands can effectively amplify this content can often be a challenge due to the specific guidelines around Partnership Ads.
When creators post Stories that are ineligible for Partnerships, brands often request creators to remove and repost their content, eliminating any ineligible components. Unfortunately, this process results in missing out on performance for the initial post and can lead to potential friction between creators and brands due to the extra work.
With the addition of this prompt, Instagram helps to cut down on some of these issues while providing education to creators to let them know why their Stories are ineligible. This is also beneficial to Instagram because content being eligible for Partnership Ads increases the chance that a brand will allocate a budget for paid media amplification, which means revenue for Instagram.
