Instagram Just Added a Tag to Make Sponsored Content More Transparent

Will initially roll out to limited number of players

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Instagram Wednesday introduced a clearer way for users to determine when posts by influencers or publishers are the results of commercial relationships with the businesses they are posting about.

The Facebook-owned photo- and video-sharing network said in a blog post that users will begin seeing a sub-header that reads “Paid partnership with” on those posts, and it detailed the new tagging and insights tool for creators and publishers:

The new tool will allow a creator to quickly tag the business they have a relationship with. The post or story will appear with a sub-header that reads, “Paid partnership with,” followed by a tag to the business partner’s account. This makes the nature of the relationship more transparent for the community. When the tool is used, both the creator and business partner will have access to Insights for that post, making it easier to share how followers are engaging with these posts.

Instagram said the new tagging and insights tool will initially be rolled out to “a small number of creators and businesses,” with a wider rollout, as well as “an official policy and enforcement guidelines,” to follow “in the coming months.”

Instagram also provided more information on the insights available to creators and publishers in a separate blog post:

Not only is this level of transparency beneficial for our community, but it also gives creators and businesses the ability to track and share insights around a partnered post.

When the partners use this tag, they will both have access to insights to track exactly how their branded content posts and stories are performing. Creators will continue to see metrics in their Instagram insights, and business partners will see shared reach and engagement metrics in their Facebook Page Insights. David Cohen is editor of Adweek's Social Pro Daily.