You know what we definitely need more on social media? Influencers and ads. And lucky for us, Instagram has announced a new tool to transfer a hybrid of the two into the feed. Your Insta has never seen more #sponsored, baby!
In a blog post on Tuesday, Instagram said it would start rolling out a new way for advertisers to reach their goal goals by marketing them through influencers. According to Instagram, through this branded content, businesses have the opportunity to tell their brand stories through the creators' voices, reach new audiences and measure impact. "
The blog post said that the ads, which will be blended into users'" feeds and Stories, will be able to reach audiences who do not subscribe to the brand or creator. It is worth noting ads that are already displayed for brands that users do not necessarily follow, which you no doubt have noticed. But by merging influences with brands that probably seem to knock on your bank account, these branded content ads are supposed to work more authentic according to Liat Weingarten, Old Navy's Brand Communications Vice President.
"We" consistently look for more sophisticated ways that branded content ads to earn partner content for the right shoppers, rather than just throwing it into the social ether, Weingarten said in a statement. "Promoting content directly from an influenza's handle provides inherently more authenticity than coming from a tag handle, and we see significantly higher engagement rates using this strategy."