Instagram has recently announced the rebranding of branded content ads as partnership ads, providing new opportunities for brands and creators to collaborate on advertising efforts. Partnership ads allow for an extension of content originating from a creator’s or partner’s account, making broader collaboration possible.
With the updated advertising format, advertisers can promote a wider range of organic Instagram content, including branded content with the paid partnership label, Instagram Collab posts, @mentions, people tags, product tags, and other content not featuring the paid partnership label. Advertisers can also create new partnership ads in Ads Manager without needing an existing post. Instagram is updating permissions to make partnership ads more user-friendly.
According to Instagram, partnership ads are the most efficient and transparent method for advertisers and partners to collaborate on advertising campaigns. Early testing suggests that campaigns combining partnership ads with business-as-usual (BAU) ads result in 53% higher click-through rates, 19% lower cost per actions, and a 99% probability of outperforming BAU ads on their own.
Why the New Instagram Partnership Ads Are a Game Changer for Collaborative Advertising
The new ads offer a highly efficient and transparent way for brands and creators to collaborate, enabling promotion of various types of organic Instagram content for broader collaboration and increased user engagement.
- Partnership ads allow expansion of content originating from a creator’s or partner’s account
- Advertisers can promote several types of organic Instagram content
- Partnership ads can be created without needing an existing post
- Instagram is updating permissions to make partnership ads user-friendly
Early tests reveal that these new ads can significantly outperform traditional BAU ads, with higher click-through rates and lower cost per actions. For brands looking to increase their Instagram advertising efforts in a collaborative, cost-effective way, Instagram’s new partnership ads are worth considering.
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