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January 2, 2019

Paid Partnerships

In this guide you’ll learn how to help clients grow their businesses, how to find your next Commerce client, why Circle members earn more on e-commerce sites, and how to choose a Commerce plan and template.

Instagram has recently tested launched new tools to bring transparency and consistency to Branded Content on Instagram. ‘The tools consist of a tag to help creators disclose when a post is the result of a partnership and insights to help businesses access the performance of their branded content campaigns.’

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The tool communicates a commercial relationship between a social creator and a business. When a post is tagged, people will see “Paid partnership with [business partner]“ in the post's header. According to Instagram you have control over the partnerships because of the following:

Access to Insights: Tagged business partners will be able to see the reach and engagement (likes, comments) of these feed posts in their Facebook Page Insights. For Instagram Stories, tagged business partners will have a 14-day window to see the following metrics: reach, taps forward, taps backward, replies and exits. Creators will continue to see metrics in their app insights.

Partner Approvals: This is intended for brand safety and will provide Instagram’s business partners with the option to approve their social creator partners in advance before they tag them in a post.

See images on how to turn on partner approvals.

The default setting for Partner Approvals will be switched off, so that creators can easily tag their business partners without any barriers. However, business partners can turn on the Partner Approvals feature at any time, and approve creators before they can tag the business partner.

As described by Instagram, Tagged businesses also now have the ability to opt-out of a Branded Content post. Once the campaign goes live, the business partner will receive a notification via Facebook, Instagram, and Instagram Direct if it is a Branded Content post on Stories. If the business partner wants to be removed from the tag, they can do so in one of two ways:

  • One option is to use Facebook pages/ Business Manager. To remove a tag from Facebook pages, a Business must select either the posts tab or stories tab, and then click on the downward arrow next to the creator's handle, and click the "remove" button.

  • A second option is to remove the tag within Instagram. The business partner can click the three dots on the right hand side above the post and then select the “remove” option.

Accessing Insights

  • Once the campaign goes live, the business partner will see organic insights in the “Branded Content” tab in FB Page Insights. Business partners must have a FB Page to create an IG Business Profile.

  • For Instagram Stories, tagged business partners will have a 14-day window to see the following metrics: reach, taps forward, taps backward, replies and exits. Creators will continue to see metrics in their app insights.

  • Stories insights will last only 14 days, while feed insights will last forever.

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Written by Jolien Berkel

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