26 May What is Instagram’s ‘Branded Content’ tool – and why should marketers be using it?
Instagram’s Branded Content tool is the platform’s latest offering to boost reach, improve targeting, aid measurement and enable frictionless social shopping.
This ad format is an extension of a Paid Partnership post. You can read all about the evolution of the tool here, but all you really need to know is that you can now easily amplify branded content beyond a creator’s organic following, straight from the creators who posted it. It combines the beauty and authenticity of creator content, with the targeting and insights of an ad. In other words, it’s the best of both worlds.
Want to skip straight setting up Branded Content ads? Find our marketer’s guide to enabling ‘partner approvals’ here.
What do Instagram Branded Content ads look like?
Branded Content ads look a little different to normal Instagram ads. Normal ads say ‘sponsored’ and look as though it’s from the Brand. Whereas the Branded Content ad feels more native. Instead of the brand’s, you see the influencer’s handle and profile picture, so the user has that same ‘influencer marketing experience’ that a creator is sharing something with you. Of course it still says sponsored and there is the Paid Partnership tag in the caption, which lets the user know that this is in fact an ad they are being targeted with, so transparency remains intact.
The benefits of Instagram Branded Content ads:
If a brand invests in Branded Content they – understandably – want people to be able to experience it. Branded Content ads can scale a creator’s post to reach users beyond their following. While influencer marketing relies on organic reach, Branded Content extends beyond that and gets your brand into the feeds of people who don’t follow that particular influencer.
As a brand, you’ll have a target audience in mind – their age, gender, and geography – and so it’s unlikely an influencer’s following will match that identically. This means content may only be reaching part of its intended audience, limiting the ability to achieve your goals. Branded Content ads can be targeted with precision, helping to reach more of the people that matter to you. With this option, brands are free to choose influencers who create the very best content, without being preoccupied by their reach.
Frictionless shopping experience
The rise of mobile and social commerce is changing the way people shop. If a user sees something they like, they want to tap and buy, without being redirected. Branded Content ads give brands the opportunity to seamlessly turn a browser into a buyer in a matter of clicks. The majority of influencers can’t make their posts shoppable just yet. But Branded Content ads take that same engaging, relatable content and make it entirely shoppable.
For tips on using the tool to drive sales, watch our webinar with Vamp’s Co-Founder Aaron Brooks.