Instagram revealed a new branded content option. Brands can now promote organic branded content posts from creators as ads within the photo- and video-sharing platform’s feed.
"68% of people say they come to Instagram to interact with creators. With branded content ads, businesses have an opportunity to tell their brand stories through creators' voices, reach new audiences and measure impact. Using the tools available on the Facebook ads platform, businesses can reach targeted audiences beyond the people who follow the brand and creator accounts. And by running ads, they'll have access to measurement and can optimize and test their campaigns against their set goals for more effective marketing campaigns. When these ads appear in feed and stories, people will see “Paid partnership with” along with the brand name on each post—which is very important for ads transparency" - published Instagram.
Once brands gain access to the new option, they must complete two steps. First, creators of branded content must enable their business partners to promote their posts as ads, which they can do in advanced settings. Once this is done, business partners will see their content under existing posts in Ads Manager, where they can choose to run those posts as ads in the feed and, eventually, Stories.
Step-by-step instructions for both businesses and creators are available here.