Instagram Advertisers Can Now Promote Creators’ Organic Branded Content Posts as Ads

'Paid Partnership' text will appear in feed, along with the company name

Instagram revealed a new branded content option Tuesday, saying that brands can now promote organic branded content posts from creators as ads within the photo- and video-sharing platform’s feed.

“Paid Partnership” text will appear on those ads when they run in Instagram’s feed, along with the brand name being part of each post, which Instagram called “an important piece for our continued investment in ads transparency.”

All advertisers will gain access to these new branded content ads in the coming weeks, and Instagram said the option will extend to Stories in the coming months.

“Branded content is an evolving ecosystem,” Instagram wrote in a blog post. “As

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