Instagram adds ‘paid’ tag to influencer marketing posts

Photo-sharing app tackles lack of commercial transparency with new tools designed to make it easier for users to spot influencer marketing posts.

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Influencer marketing

Instagram has launched new tools designed to make it clearer when celebrity users have been paid to promote a product.

Within the next few weeks, posts and Stories for which individuals have been paid will carry the sub-heading, ‘Paid partnership with {company name}’ to indicate a commercial relationship.

Announcing the news on its blog, Instagram said: “The relationships people form on Instagram drive our community and make it so unique.

“Partnerships between community creators and businesses are an important part of the Instagram experience, and a healthy community should be open and consistent about paid partnerships.”

The practice of paying celebrities for product promotion has been under the spotlight in recent months, with the UK-based Committee of Advertising Practice issuing new guidelines recently in an effort to protect consumers.

Influencer Marketing

Fabrizio Perrone, chief executive of influencer network Buzzoole, said in response to the CAP guidelines: “Any influencer worth their salt already abides by the rules around disclosure.

“Brands and influencers alike recognise the importance of transparency; when content is sponsored they don’t hide the fact that it’s an ad. It’s simple: consumers deserve to know when they’re being advertised to.”

The new Instagram tool enables posters to easily tag the business they have a commercial relationship with – giving the brand access to post insights in the process.

The new tools will initially be rolled out to “a small number of creators and businesses,” with a wider launch to follow “in the coming months”.

READ NEXT: How much do celebrities and influencers get paid for social posts?

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