- When a photo or video is sponsored by a brand on Instagram, the influencer can indicate it with a special mention.
- The Federal Trade Commission recently sent over 90 letters to influencers reminding them that they must make it “clear and visible” that a post is sponsored.
- Instagram claims more than 700 million monthly active users.
Instagram decided to put a stop to the ads that do not say their name on its photo and video sharing platform. The company, acquired by Facebook for $ 1 billion in 2012, has announced the launch in the coming weeks of a new format for sponsored publications. For now, it is being tested with some users, like BuzzFeed and Aimee Song.
This new tool is mainly aimed at influencers of the photo social network who are used to forming partnerships with brands. Thus, when a photo or video is sponsored by a company, the influencer can indicate it with a special mention. This will be positioned where the user can usually specify the location of the snapshot, at the top of the publication. To encourage influencers to use this feature, Instagram says they can benefit, like advertisers, from additional data to measure the reach and engagement of a sponsored post.
Federal Trade Commission at war on savage advertising
The launch of this new feature is no accident. And for good reason, the Federal Trade Commission recently sent over 90 letters to influencers to remind them that they must specify “clearly and visibly” that a publication is sponsored. This approach by the American organization aims to remove the disguised advertising often present on the most popular accounts of Instagram. Indeed, most influencers are content only to thank the brand on their publication instead of clearly specifying the existence of the partnership.
Instagram is one of the favorite playgrounds with brands as the photo social network now has over 700 million monthly active users. If Instagram is still very far from Facebook and its 1.9 billion users, the application is however well ahead of Twitter (328 million users) and Snapchat (166 million users). To date, the most followed Instagram account is none other than Instagram with nearly 225 million subscribers, ahead of Selena Gomez (122 million subscribers) and Ariana Grande (109 million subscribers).