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Instagram began the global rollout of branded content ads in its Reels short-form videos Friday.
The Facebook-owned photo- and video-sharing network began enabling businesses and creators to add branded content tags to Reels last December.
Organic feed and Story posts can be boosted and become ads via the new Instagram Boost for Branded Content tool, as well as new account permissions for creators.
Instagram also began a test with a small group of creators in the U.S. of a way for creators and businesses to discover each other and connect.
A new Partnerships messaging folder within Instagram DMs will allow brands to use filters to discover and message creators, while creators can identify brands they are interested in working with and create a preferred brand list. That list feature gives those creators priority when brands search for potential partners.
Brands and creators participating in the test to start include Dr. Dennis Gross, e.l.f. Cosmetics, Eva NYC and Keys Soulcare.
Another test for creators in the U.S. enables those using Instagram’s native affiliate program to add a digital storefront to their profile.
They can earn commissions from purchases they drive from collections of products featured in their shop, accessible via the View Shop button on their profile.