Instagram has taken an additional step to continue enhancing the effectiveness of partnerships between brands and content creators. The social network owned by Meta will now allow the inclusion of testimonials in collaboration or partnership ads, aiming to foster trust with the target audience.
Through the new testimonial option, the creator collaborating with the brand will be able to insert, in a collaboration ad, a comment highlighting the benefits of the advertised product or service or narrating their experience using it. This comment will appear marked as “sponsored” and will occupy a prominent position.
The testimonials will have a limit of 125 characters and, of course, must be related to the brand’s campaign. The creator only needs to draft the comment and send it to the brand, which will ensure that it appears in the specified ad and in the correct format. Only one testimonial per collaboration ad will be allowed.
Instagram notes that content creators must have a professional account on Instagram to use collaboration ads and must meet the eligibility requirements for Instagram collaboration ads. Moreover, advertisers must have collaboration ad permissions configured at the account or post level to use testimonials.
This is a straightforward way for creators to continue generating income through their advertising partnerships on Instagram. Additionally, the platform highlights that “40% of people use creator recommendations on Instagram when shopping.” This statistic reinforces the effectiveness of leveraging these types of collaborations when promoting products or services.
Moreover, while the comment format of this new advertising tool may make it less noticeable, it becomes a less intrusive action that will reach those more interested in the brand.
Photo: Instagram
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