Instagram Herramienta de contenido de marca: Deja que las marcas impulsen tus publicaciones

It often seems like the world of influencer marketing sees brand-new innovations every day. Years back, content creators gave a mere “shout-out” to their favorite brands on social media. After a while, paid partnerships and sponsored posts became a huge deal for reaching a brand’s target audience. And today, the Instagram-branded content tool is taking the influencer marketing world by storm.

But what is this tool, and how can it help content creators and their business partners? What differentiates it from brand collaborations and the everyday sponsored feed post? Keep reading to learn about this unique tool and how it can help you grow as an influencer or business.

En primer lugar, definamos una asociación remunerada en Instagram

En primer lugar, hablemos de las asociaciones de pago en Instagram para apreciar mejor la nueva herramienta de branded content.

Instagram created a paid partnership label in 2017 to create more transparency in influencer marketing campaigns. When a brand collaborates with an influencer and sponsors their post, the latter must use the paid partnership tag.

This adds the label “Paid partnership” at the top of the post for all their followers to see. That way, people will know the content creator who posted it is getting monetary compensation for talking about that brand. It makes for a more transparent, honest, and authentic environment online.

A las marcas les encanta asociarse con influencers porque sus contenidos parecen más auténticos que los anuncios tradicionales. Añade un elemento narrativo a los esfuerzos promocionales de la marca. Esto ayuda a captar más la atención de la gente y hace que sea más probable que interactúen con el contenido.

Pero las colaboraciones remuneradas también pueden ser beneficiosas para los influencers. Los influencers parecerán más creíbles y dignos de confianza cuando utilicen esta etiqueta en sus publicaciones patrocinadas. Demuestra que son honestos con el patrocinio de sus marcas y que no se están vendiendo.

Cómo evolucionó el "post patrocinado": ¿Qué son las herramientas de branded content de Instagram ?

The branded content tools came a few years after the birth of the paid partnership label. But what are Instagram branded content tools, and what makes them different from regular sponsored posts?

When content creators upload a branded post with a paid partnership label, their business partners can boost it. They choose a target audience they want to reach and then turn the post into an ad. Branded content ads accumulate substantial reach and cater effectively to their vital audience based on their ad budget.

The branded content tool allows brands to create ads out of organic-looking influencer content. And in an age where people respond more positively to authentic content than ads, this is fantastic. Instead of pouring money into ads people will likely skip, you get more eyeballs on interesting, engaging, aesthetic, creative content.

Like regular Instagram ads, you’ll see the word “Sponsored” at the top of branded content ads. But instead of the brand name at the top, you’ll see the original content creator’s handle. It looks as if their post merely appeared on your feed. Underneath the feed post, you’ll see the collaboration label with the words “Paid partnership with [brand name].”

Las marcas pueden utilizar esta herramienta de Instagram para ampliar las publicaciones patrocinadas de sus embajadores de marca. Es una forma estupenda de acumular un alcance masivo sin gastar más en una gran producción de anuncios. Es como reutilizar el contenido generado por los usuarios, pero para un público mucho más amplio.

Estos son ejemplos de contenidos de influencers que las marcas podrían potenciar y convertir en un anuncio:

• Rutina de entrenamiento de una influencerde fitness con prendas de una marca de ropa deportiva.
• Vídeo de recetas de un bloguero gastronómico que incluye ingredientes de una marca de aperitivos o alimentos.
• Gurús de la belleza hablando de sus productos favoritos de la nueva colección de una marca de maquillaje.

¿Quién puede crear publicaciones de contenido de marca?

Not every content creator is entitled to create branded content posts. You can only create these posts and tag your business partners using the branded content tool. So, which influencers can use this unique tool? Here are Instagram’s strict criteria:

1. Creators with a professional account, such as a Business or Creator account. Meanwhile, brands need a Business account for their influencers to tag them in paid partnership posts.

2. Creators who have an established presence with a significant following. Their fanbase must be authentic and engaged, not bought using third-party apps.

3. Creadores conocidos por cumplir las directrices de la comunidad de la aplicación.

4. Creadores que no sean funcionarios públicos.

If you fit these criteria, chances are, you can access the branded content tools on Instagram. Keep reading to see how to publish branded content posts for your brand partners to turn into ads.

Cómo publicar una entrada con la herramienta Instagram Branded Content Tool

If you’re looking to create branded content on Instagram, you first need to enable this feature. Otherwise, you can’t post paid partnership posts, and your brand partners won’t be able to boost your post. Luckily, it’s fast and easy to do. Here’s how to do it, step by step.

1. Abra la configuración de Instagram y desplácese hasta Cuenta.

2. Click on “Branded Content.” If you’re eligible to post branded content, you will see an option to enable this tool.

3. Enable this option, and you’re done!

Now that you have the branded content tool feature, you can start producing branded content posts. You can do this for photos, videos, and Instagram Story posts. But let’s keep things simple for now. Here’s how to do a typical sponsored feed post with the tool:

1. From your Instagram homepage, click on the plus sign at the bottom to create a new post.

2. Choose the photo or video you want to post. Add the filters, captions, hashtags, and other elements you want to include in your post.

3. Before you publish the post, click on Advanced Settings.

4. Ve a Branded Content y activa el interruptor que dice "Añadir etiqueta de colaboración de pago". Añade la marca con la que colaboras.

5. To allow the brand to boost your post on your behalf, select “Allow brand partner to promote.” Note that they can’t boost your branded post if you’ve added more than one brand under the paid partnership.

6. Lastly, tap “Done” to officially publish your branded content post!

Any branded content you post will appear in your business partner’s Instagram ads manager. Here, they can boost your post, enabling thousands of people in their target audience to see it.

Cosas que no puede promocionar con anuncios de contenido de marca

According to Instagram’s branded content policies, certain products and services cannot be promoted through branded content ads. The platform prohibits boosting certain content, including the following (among others), when influencers post about them for the community’s safety:

• Smoking products such as tobacco, cigarettes, vaporizers, and more.
• Drogas ilegales y recreativas.
• Unsafe supplements, such as anabolic steroids, comfrey, human growth hormones, and many more.
• Weapons, explosives, firearms, fireworks, pepper spray, tasers, paintball guns, and any other sort of ammunition that perpetuates violence.
• Organizaciones de marketing multinivel.
• Préstamos de día de pago y fianzas.

There are also some topics and products that must be age-gated when posted and boosted as branded content. These include alcohol, financial, and insurance products, weight loss products, family planning services, and contraceptives. If a brand wants to boost influencer content in these industries, it must be age-gated to audiences 18 and above. Note that this may differ for other countries, depending on their age of consent.

¿Cómo pueden las empresas filtrar quién las etiqueta en las publicaciones de contenido de marca?

You’re sorely mistaken if you think you can simply tag any brand you want in your branded content posts. Instagram also aims to protect business partners. So, they can filter and manually approve every content creator they allow to tag them in branded content. If you’re a business owner, here’s how you can add your brand ambassadors to the list:

1. Abra su Instagram Configuración y haga clic en "Business" en su tipo de cuenta.

2. Haga clic en la pestaña Contenido de marca.

3. Elabora tu lista de creadores de contenidos aprobados para etiquetarte en las etiquetas de colaboración de pago. Puedes volver a esta sección en cualquier momento para editar tu lista.

When the influencers on your list post content and tag you as their sponsor, Instagram will automatically approve their post. When this happens, Instagram will send you a notification so you can be aware of new branded content.

¿Quieres aprobar a tiempo todas las publicaciones de socios de pago? Activa la opción "Aprobar etiquetas manualmente" en la página Contenido de marca. También puedes ver y aprobar las solicitudes de etiquetas de tus embajadores de marca.

Listing your influencers down is a terrific way to control who can tag you in their sponsored content on Instagram. That way, your tag requests won’t be spammed by wannabe influencers. You’ll only see the posts from creators you expect branded content from.

How To Disable Branded Content Tool on Instagram, Just in Case

One might want to take down a branded content ad on Instagram for many reasons. On the influencer’s end, they might not want to be associated with a brand caught in a scandal. On the brand’s end, they might want to retract their partnership with an uncompliant creator. Or maybe you just ended up boosting the wrong piece of content. Yikes!

Whatever your reason for wanting to take down a branded content post, it’s possible. Both content creators and their brand business partners can revoke these posts from being boosted as ads. Brands can revoke branded content by an influencer by removing them from their list of approved partners and vice versa.

But the process is different if you’re taking down a specific post. Instead of removing an approved partner from your branded content page, you must do it straight from the post. Here’s how to disable the branded content tool on Instagram for a specific post:

1. Vaya a la configuración de Instagram .

2. Click on your professional account type, whether a Business or a Creator account.

3. Haga clic en "Anuncios de asociación" y mire sus anuncios activos.

4. Seleccione el anuncio de contenido de marca que desea retirar.

5. Haga clic en los tres puntos de la esquina superior derecha de la pantalla.

6. Click “Stop” to keep the ad from running. And that’s it, you’re done!

Consiga que más personas vean el contenido de su marca -con o sin publicidad- con Path Social.

Instagramson excelentes para crear anuncios potenciados a partir de contenido nativo de personas influyentes. Permite a las marcas aprovechar a los mejores creadores de contenidos y llegar a su público objetivo de forma auténtica. Adiós a los anuncios tradicionales que la gente suele ignorar y hola al excelente contenido de marca creado por influencers creativos.

Whether or not your business partners promote your branded content, you want more eyes on your posts. Not only will this give you a chance to rack up engagement, but it can increase your Instagram following, too. Path Social can lend a hand with that.

Instead of relying only on the Instagram branded content tool for immense reach and new followers, try our growth services. Our targeting algorithm searches for your niche audience and serves your branded content to them. This boosts visibility and engagement while allowing you to gain new followers. This is an excellent alternative if your business partners aren’t keen on promoting your branded posts. Start growing your Instagram community with us today!