Instagram is now adding a ‘paid partnership with’ sub-header for sponsored posts. It said in a recent blog post, “In the coming weeks, you’ll see a new “Paid partnership with” sub-header on posts and stories when a commercial relationship exists between creators such as influencers or publishers and a business.”
“The relationships people form on Instagram drive our community and make it so unique. Partnerships between community creators and businesses are an important part of the Instagram experience, and a healthy community should be open and consistent about paid partnerships,” further read the blog post.
The new tool will allow a creator to quickly tag the business they have a relationship with. The post or story will appear with a sub-header that reads “Paid partnership with,” followed by a tag to the business partner’s account. This makes the nature of the relationship more transparent for the community. When the tool is used, both the creator and business partner will have access to Insights for that post, making it easier to share how followers are engaging with these posts.
“This is the first step in a journey as we learn how the community engages with this new tool – and our focus is on gathering feedback. We’re initially partnering with a small number of creators and businesses and we will make these tools widely available in the coming months along with an official policy and enforcement guidelines,” read the blog post.