Instagram has evolved its influencer marketing strategy to allow businesses to share influencer paid partnership posts as adverts, according to a report by The Drum.
Previously, influencer paid partnership posts were limited to the reach of their particular page. However, the new ‘branded content ads’ facility will allow influencers to select an option to ‘allow my business partner to boost’, which will give the brand in question the ability to showcase the sponsored post in other feeds and stories of a wider audience.
Said to be one of the top requests it received from businesses, the function is now available to 50 percent of business on the social media site, and will roll out to 100 percent of businesses from 17th June.
Instagram stated, “We hope this update will add value by strengthening the collaboration between businesses and creators. We also hope to improve the experience between creators, businesses and people – who will be able to discover more brands they may be interested in and shop with the creators they love.”