Madison Kopp
mk193818@ohio.edu
Over the years, Instagram has come out with new advertising for brands to sponsor influencers posts. It is part of a broader platform focused on improving the relationship between creators and businesses.
According to Instagram, they define branded content as "a creator or publisher's content that features or is influenced by a business partner for an exchange of value." This value can include monetary payment, or free gifts.
Their policies require anyone, no matter if they are on a creator, business or personal account, to tag the business partners in their branded content posts when there is an exchange of value between a creator and a business partner.
Starting in 2017, Instagram introduced the Branded Content Partnership Program after the FTC, the Federal Trade Commission, took drastic measures against influencers who were promoting products for brands without telling their followers that they were being sponsored. The features allows the influencer to include a tag in the header. This is to make it clear to followers that the photo is related to sponsorship.
A study conducted in 2018 by YouGov, have also found that 92% of Instagram users distrust ads that are not clearly labeled. This study is important because when an influencer just clearly states that the post or product is sponsored it will have a more positive impact on the public.
The Instagram Branded Content Ads helps improve the relationship of trust with the audience, now the ads are clearly labeled. It also improved the level of trust that brands have in influencer marketing.
The influencer marketing industry has increased due to Instagram. Another trend related to the collaborations between influencers and brands advocates for more personal and authentic relationships. These marketing strategies are needed to generate engagement, trust and increase the chances of more people getting involved.
Influencer marketing is a new industry, which has problems related to the topics of transparency and distrust. But, with new updates and rules, there are attempts everyday to try and resolve the issues.
Hi Madison, I found your post very helpful! As an avid Instagram user, I can relate to these points. I have seen many sponsored content posts and even considered partnering with a branding company as well. I think this trend is going to continue to evolve. It is imperative that publishers, including Instagram posts, build the trust between consumers and be transparent with our ads.
ReplyDeleteI found this post so interesting and informative! I am sure we are all apart of the Instagram users group and can relate to the topic of carefully placed ads on the social media outlet on multiple occasions. I actually thought it was kind of scary when one second you are talking about taco bell and you look you the closest to you then the next thing you know 3 taco bells ads are on your timeline. now we know it is all strategic!
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