Instagram Branded Content Ads: Goodbye Limited Organic Reach!

Another development on the Facebook-owned social network.

Instagram Branded Content Ads are rolling out.

Now advertisers will be able to
promote organic branded content posts as feed ads.

Instagram says that this would satiate the need of businesses to
incorporate branded content posts into their advertising strategies.

We were quite shocked to see the bold quote from Liat Weingarten,
VP of Brand Communications, Old Navy.

Take a look:

It’s clear from the quote that
organic reach on Instagram is slowly fading.

“...but organic reach on that content has become increasingly limited.

We understand that paid ads can help monetize a platform.

But highlighting this quote to dismiss the organic concept might not go well with marketers.

How to create Instagram Branded Content Ads?

Branded content creators would have to first enable their business partners to promote their post as an ad.


Navigate to Advanced Settings to do that.

Once done,
the business partner will be able to see
the posts on Ads Manager under Existing Posts.

They can then decide whether to run it as an ad in feed or stories.