[SMK] Social Media Knowledge


Instagram expands access for Branded Content Tool

The wait is over for marketers and influencers alike: the branded content tool is now available for more ‘Grammers.

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The branded content tool, intended to more clearly identify what’s branded content and what’s not, was launched in June to a select few.

Instagram says the tool is now available for users “with high levels of engagement and access to insights”.

However it doesn’t specify what it judges to be sufficient levels of engagement to get into the branded content tool club.


Besides transparency, the tool benefits brands and influencers as it allows mutual tagging, and access to insights on the performance of sponsored content.

While Instagram has taken a famously (some might say agonisingly) slow approach to monetisation, it’s predicted that the branded content tool will gradually be made available to more brands in the future.

Perhaps a few mere mortals as well.

Let us know if you’ve used the branded content tool. Was it worth the wait?

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