The great thing about influencer content is that it can be used as organic content or a paid post. In fact, content that your influencer’s post on Instagram can be boosted and turned into an ad. This is an opportunity many marketers forget about. Once your influencers have posted content, you have an opportunity to see which content is organically successful and can translate to paid success.
In this post, we'll explain the following use cases to you:
How to Authorize Influencers To Tag Your Business on Instagram
How Influencers Authorize Brands To Use IG Posts As An Ad
How Influencers Authorize Brands To Use Stories As An Ad
How To Promote Branded Content Using the Facebook Ads Manager
Read on to boost your influencer marketing efforts!
Why Should You Promote Influencer Content?
Influencer content is a wonderful way to authentically promote your brand. With a targeted audience, loyal followers, and a crafted voice, influencers are one of the purest marketing channels. And, while authentic and targeted marketing is a huge advantage of influencers, it is also important to recognize the quality content these creators produce.
Promoting your influencer content as an Ad is a great way to share your collaborations with an even larger audience. Your influencer content will organically generate great engagements, and boosting content with strong engagements shows others all the love your brand gets.
How to Authorize Influencers To Tag Your Business on Instagram
When you’re influencer tag your business on Instagram it not only makes it easier to discover and monitor all your influencer content, but it also exposes your brand to a wider network of users. When an influencer tags your brand and indicates that they are involved in a paid partnership, it establishes transparency between your brand and users. This transparency often converts to trust, which is an important value for many prospective clients.
In order for partners to tag your brand on Instagram, you must allow specific permissions.
Don't have an Instagram Business Account yet? Learn how to use Instagram for business, get inspired by the best B2B Instagram profiles, learn how to be successful with Instagram marketing, and learn how to get verified on Instagram.
Step 1: Open Business Settings
Open your Instagram app and go to Settings → Business.
Step 2: Select Branded Content
Select Branded Content.
Step 3: Select Required Approval
By selecting Required Approval, you have the power to approve all influencers who tag your business.
Step 4: Manually Approve Influencers
Approved Accounts is where you will manually approve influencers who have tagged your brand.
Step 5: Search for Handle
Next, search for your influencer’s Instagram handle.
Step 6: Select the Influencer
Finally, make sure you select the influencer, which will enable them to tag your business.
How Influencers Authorize Brands To Use IG Posts As An Ad
There are many ways for influencers to disclose a paid partnership on Instagram and ensure FTC compliance.
However, if you are considering converting influencer Instagram stories into a paid advertisement, then it is important that your influencer tag your brand as a Business Partner. Additionally, during this step, your influencer grants your brand permission to use their content as an ad.
Step 1: Open Advanced Post Settings
While uploading a photo, the influencer should select Advanced Settings.
Step 2: Tag a Business Partner
Select Tag a Business Partner, in order to add a branded content tag to their post.
Step 3: Search for the Brand's Business Account
The influencer must search for the brand’s business account. Once the account is selected, the tag will appear on their post as a Business Partnership.
Step 4: Allow Popup
The influencer will receive a pop-up informing them that their post can be turned into an ad.
Step 5: Allow Business Partners to Promote
Select Allow Business Partners to Promote, which grants the brand access to promote tagged content.
Step 6: Publish Post with Tag
Publish the post with Business Partner tag.
How Influencers Authorize Brands To Use Stories As An Ad
Similar to when creating an Instagram post, Stories can also be converted into an ad. In order to do so, the influencer must ensure that your brand is tagged as a Business Partner and authorize permission for the story to be used as an ad.
Step 1: Click Link Icon
When uploading a story click the link icon.
Step 2: Select Tag a Business Partner
Select Tag a Business Partner.
Step 3: Search for Brand Handle
Search for the correct brand handle to add as a partner.
Step 4: Allow Popup
Select Allow, so the business partner can promote branded content in their Instagram stories.
Step 5: Check Your Business Partners
View your Business Partners to see which partners are authorized to promote branded content.
Step 6: Share Story
Share the Story with a Business Partnership tag.
How To Promote Branded Content Using the Facebook Ads Manager
Once you have enabled permissions and your influencers have posted their content and tagged your brand, it is time to boost your branded content on Facebook.
Tip: Learn how to use Facebook lead generation ads and how to boost Facebook reach.
This is how it works:
Step 1: Create A New Campaign
Step 2: Select Where You'd Like To Promote the Content
In Placements select where you would like to promote the content as an ad (Instagram free, Stories, etc).
Step 3: Select Use Existing Post
Under Ad-Level, select Use Existing Post.
Step 4: Select Post
In the Creativity section, click Select Post.
Step 5: Select Branded Content To Promote
Under the Branded Content Tab, select the branded content which you wish to promote.
Step 6: Review and Publish
Review your Ad preview, and then publish the Campaign!
Congratulations, you’ve successfully promoted branded content on Facebook. You’re on your way to reaching an even bigger audience with your influencer content.
If you’d like to learn more ways to use influencer marketing to support your brand goals, schedule a call with one of Meltwater's influencer marketing experts:
