Instagram users are about to see more sponsored ads from the platform’s influencers—whether they follow them or not.
On Tuesday, Instagram introduced “branded content ads.” These enable advertising partners to promote influencer-created posts featuring sponsored products or services. The ads will show up in Instagram users’ feeds in the next few weeks and in Instagram Stories within months.
For example, a fitness brand might pay an influencer to create a post about its newest supplement. The brand could then go a step further and turn the influencer’s organic post into an ad.
… Advertisers can set their own targeting so the ads will still reach people who are likely to be interested in the product.
In a blog post announcing the feature, Instagram said:
Branded content is an evolving ecosystem. As we’ve worked to build the right tools for both business and creators involved in branded content deals, one of the biggest requests from brands to date is the ability to incorporate branded content posts into their advertising strategies.