Instagram just revealed that it would be rebranding branded content ads as partnership ads, offering new methods for brands and creators to collaborate on advertising efforts.
How affiliate ads work. Partnership ads allow advertisers to extend content from a creator or other partner’s account, facilitating greater collaboration.
The updated ad format allows advertisers to promote a wider range of organic Instagram content as partnership ads. This includes branded content with the paid partnership tag, Instagram Collab posts, @mentions, people tags, product tags, and other content that does not include the paid partnership tag. Advertisers also have the ability to create new partnership ads in the Ads Manager without the need for an existing post. To accommodate these additional use cases, the company is updating permissions to make partnership ads even easier to use.
Early tests. According to Instagram, partnership ads are the most efficient and transparent method for advertisers and partners to work together on ad campaigns. Their data suggests that campaigns that combine partnership ads with business-as-usual (BAU) ads result in 53% higher click-through rates, a 19% lower cost-per-action, and a 99% chance of exceeding BAU ads by themselves.
You deeper You can read about the new announcements at meta blog.
Why we care The new ads offer a highly efficient and transparent way for brands and creators to collaborate on ad campaigns. By enabling the promotion of various types of organic Instagram content, these ads facilitate wider collaboration and greater user engagement.
In early testing, the new ads have proven to deliver significantly higher click-through rates, a lower cost-per-action and a higher likelihood of outperforming traditional, run-of-the-mill ads.
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