Brands can turn organic Paid Partnership posts into paid Branded Content ads – if the creator gives permission to the brand.
When you’re ready to upload your new post to Instagram, open up your ‘advanced settings’.
Within the ‘Branded Content’ section, select ‘Tag business partner’. In the search box, type the name of the brand you are collaborating with, then select them.
The brand may need to review and approve this tag. Once they have, you’ll see their name displayed within your advanced settings.
Finally, toggle the ‘Allow business partner to promote’ option to green.
This will allow the brand you are collaborating with to turn your post into a Branded Content ad.
"The Paid Partnership tag and Branded Content ads are exciting opportunities for creators to extend the reach of their content, making them more discoverable to wider audience. They also add an extra layer of transparency, which we know users appreciate."