Hey there, Instagram enthusiasts! Boy, do we have some exciting news for you. Meta has rolled out a cool new feature on Instagram that gives us more control over the ads we see on our accounts. They dropped this game-changer in June 2023, and we couldn't wait to spill the beans. So, here's the lowdown on the latest update, explained in a language we can all understand.
First off, Meta decided to give a makeover to the branded content ads we're all familiar with. They're now calling them "paid partnership ads," which makes a lot more sense. But that's not all—Meta has taken things up a notch and introduced two different permission levels to make our ad experience even better. Let's dive into the details, shall we?
Account-level permissions
First up, we have "account-level permissions." This fancy term means that advertisers can now manage their partnership ad relationships with creators more efficiently. It's like having a backstage pass that lets advertisers run any ads from the partner's handle without jumping through extra hoops at the post level. It's all about making things smoother and simpler for everyone involved.
So, how does it work? Advertisers can fire off a partnership ad request from the Meta Business Suite, and creators can check it out and accept it directly in the Instagram app. It's super convenient and saves time for both parties. Advertisers can keep tabs on the requests they've sent, see the ones that have been accepted (signaling active partnerships), and even track inactive requests if a creator or brand decides to revoke permission. With account-level permissions, advertisers can create partnership ads without needing a pre-existing post.
But wait, there's more! With account-level permissions, advertisers get some nifty targeting options. They can create custom Instagram audiences based on factors like the account's followers or people who engaged with any post on that account within the last year. It's like having a magnifying glass to pinpoint the perfect audience for partner posts or other brand content. Talk about precision targeting!
How brand request account-level permissions?
How KOL accept account-level permission?
How to change to creator or business account
Post-level permissions
Now, onto the second permission level—post-level permissions. It's kind of like the branded content or paid partnership content we were used to, but with a fresh twist. Post-level permissions let brands and advertisers use existing posts on Instagram to run ads. It's a win-win situation because brands get more bang for their buck, and creators can showcase their amazing content to a wider audience.
Here's the cool part: with post-level permissions, advertisers can get insights specifically for a particular post. That means they can see valuable data to fine-tune their ad campaigns and make them as impactful as possible. It's like having a secret weapon to optimize those ads and make them shine.
Paid partnership ads work on posts, Stories, and Reels, so there are plenty of opportunities to get creative. All a KOL needs to do to run ads using this permission level is toggle on the "allow partner to boost post" option. This opens up a world of possibilities, as brands can now create ads from any post, regardless of whether it's branded content or if the advertiser is tagged. The only catch is that the brand needs to be tagged in the paid partnership label for ads to be created from a partner's existing branded content posts. It's all about collaboration, folks!
Here's a pro tip: KOLs can now tag up to two partners in a single post, giving them more flexibility to team up and create magic together. Unfortunately, advertisers can't target the followers or engagers of a specific handle directly. Instead, they can focus on the broader Instagram audience, custom audiences, or specific partner posts. It's all about finding the right balance.
So, my friends, get ready to take Instagram advertising to a whole new level with these fresh permission levels. Meta has made it easier for advertisers and content creators to join forces and bring awesome ads to your feed. So go ahead, embrace the power of these new features, and make your Instagram ad game stronger than ever!
How KOL tag paid partnership on Mobile