Instagram Outil de contenu de marque : Laissez les marques booster vos posts

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.

Tout d'abord, définissons un partenariat rémunéré sur le site Instagram

Tout d'abord, parlons des partenariats rémunérés sur Instagram pour mieux apprécier le nouvel outil de contenu de marque.

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.

Les marques aiment s'associer à des influenceurs car leur contenu semble plus authentique que les publicités traditionnelles. Ils ajoutent un élément de narration aux efforts promotionnels de la marque. Cela permet de capter davantage l'attention des gens et de les inciter à s'engager dans le contenu.

Mais les partenariats rémunérés peuvent également être bénéfiques pour les influenceurs. Les influenceurs paraîtront plus crédibles et dignes de confiance lorsqu'ils utiliseront cette étiquette sur leurs posts sponsorisés. Cela montre qu'ils sont honnêtes avec les marques qu'ils sponsorisent et qu'ils ne se vendent pas.

Comment le "Sponsored Post" a évolué : Quels sont les outils de contenu de marque 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].”

Les marques peuvent utiliser cet outil Instagram pour développer les posts sponsorisés de leurs ambassadeurs. C'est un excellent moyen d'atteindre un public très large sans avoir à dépenser plus pour une grosse production publicitaire. Cela revient à réutiliser du contenu généré par l'utilisateur, mais pour un public beaucoup plus large.

Voici des exemples de contenus d'influenceurs que les marques pourraient stimuler et transformer en publicité :

• La routine d'entraînement d'une influenceuse de fitnessavec des vêtements d'une marque d'activewear.
• Vidéo de recette d'un blogueur culinaire mettant en scène des ingrédients provenant d'une marque de snacks ou de produits alimentaires.
• Les gourous de la beauté s'extasient sur leurs produits préférés de la nouvelle collection d'une marque de maquillage.

Qui peut créer des posts de contenu de marque ?

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. Les créateurs qui sont connus pour respecter les lignes directrices de la communauté de l'application.

4. Les créateurs qui ne sont pas des fonctionnaires.

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.

Comment publier un article à l'aide de l'outil de contenu de marque Instagram

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. Ouvrez vos paramètres Instagram et faites défiler vers le bas jusqu'à Compte.

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. Allez dans Branded Content et activez la case à cocher "Add paid partnership label". Ajoutez la marque avec laquelle vous collaborez.

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.

Ce que vous ne pouvez pas promouvoir par le biais de publicités de contenu de marque

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.
• Drogues illégales et récréatives.
• 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.
• Organisations de marketing à paliers multiples.
• Prêts sur salaire et cautions.

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.

Comment les entreprises peuvent-elles filtrer les personnes qui les étiquettent dans les posts de contenu de marque ?

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. Ouvrez votre Instagram Settings et cliquez sur "Business" sous votre type de compte.

2. Cliquez sur l'onglet Branded Content.

3. Créez votre liste de créateurs de contenu approuvés pour vous étiqueter dans les étiquettes de partenariat payant. Vous pouvez revenir à cette section à tout moment pour modifier votre liste.

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.

Voulez-vous approuver chaque publication de partenariat rémunéré à temps ? Activez l'option "Approuver manuellement les tags" sur la page Contenu de marque. Vous pouvez également voir et approuver les demandes de tags émanant des ambassadeurs de votre marque.

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. Accédez à vos paramètres Instagram .

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

3. Cliquez sur "Annonces de partenariat" et consultez vos annonces actives.

4. Sélectionnez la publicité de contenu de marque que vous souhaitez supprimer.

5. Cliquez sur les trois points dans le coin supérieur droit de l'écran.

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

Attirez plus d'attention sur le contenu de marque - boosté ou non - avec Path Social!

InstagramLes outils de contenu de marque d'EMC sont excellents pour créer des annonces boostées à partir de contenu natif d'influenceurs. Ils permettent aux marques d'exploiter les meilleurs créateurs de contenu et d'atteindre leur public cible de manière authentique. Les publicités traditionnelles que les gens ignorent généralement disparaissent au profit d'un excellent contenu de marque réalisé par des influenceurs créatifs !

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!