How to add to the post “Publishing sponsor …”
In an article about the third type of “Author” account on Instagram, I wrote about a new feature for bloggers and authors – post branding. A branded post is when instead of geolocation you see “Sponsored by [brand name]” or “Paid by [brand name] partner” at the top. Even if you are not a blogger, do not rush to close this article. You can be, for example, a sponsor of such a publication. In this article, you will learn in more detail what a branded post is, who can publish them and how, and what opportunities it gives a brand. We will also consider the nuances of promoting such posts.
Official collaboration between blogger and brand
Remember the scandal between the cosmetics brand Lush and the feminist Bella Rapoport? Let me remind you briefly what is the essence. Blogger Bella approached a cosmetic brand in Direct with a request to provide her with a set in exchange for its advertising. She was denied.
“Hello. I’m a blogger. I would like to get a set and tell about it in a story. ” Bella Rapoport, blogger »
“Thank you for your request. Unfortunately, we are not interested. Representative of the Lush brand.
Bella considered such an answer impolite, published her indignation on her page and the “scandalous lump” rolled. A whole Internet flash mob began, to which various companies were connected. The audience was divided into 2 camps: those who defended it (Ksenia Sobchak) and those who considered her indignation inadequate to the situation. In fact, it is just a “tempest in a teapot”. But for a while, Bella even closed her account. Now let’s imagine how things could have turned out differently in this situation.
And if the set had been sent …
At the time of contacting the Lush brand, let’s say Bella had +10,000 subscribers. I myself sometimes buy these cosmetics and I know that the sellers in their stores are happy to respond to requests for testers to share a particular product. Usually it is 1-2 grams of cosmetics, which is enough “to try”. This is enough for a potential client to make a decision whether he wants to buy this “cleanser” or does it dry out the skin of the face.
Bella’s message said that she wanted to get “some set.” That is, there was no specifics about the wishes. In this case, the brand could send any product, or, if it minimizes costs altogether, simply ask her to go to the nearest store in her city for testers. I don’t think they would “go broke” on this. And not every day they write to them in private messages with such requests. But on the other hand, we would have gotten out of the situation with dignity. Even though they are not obliged to provide any cosmetics to the first person who asked them to do so. Alternatively, Bella, of course, could be outraged by the “level and quantity of products provided.” But we will not know about this. Ideally, Bella would have made a post with an overview of cosmetics and at the top of the scrolling line there could be “Sponsored by Lush Publishing”. And the admin of the Lush page could even launch her post into an ad.
All this could be called the official collaboration between the blogger and the brand. Whether Bella suits them as a target audience is another question. But any woman, despite her worldview, uses cosmetics. And then the question to the target audience disappears. Moreover, they were not asked to pay for advertising.
If Bella’s branded post hadn’t liked Lush
You never know what any person can write in reviews. Moreover, the choice of cosmetics is still an individual approach. Mass-market cosmetics are sold in any store and reviews of the same product may vary. Also, the quality of the review directly depends on the awareness of the buyer’s choice. None of the cosmetics will help you in the fight against problem skin if you do not take care of your diet. Now imagine what people can write about a series for problem skin, who hope to solve this problem only with cosmetics, but at the same time do not stop eating chips every day?
Therefore, Instagram has taken the step of approving or rejecting branded content from authors. After a blogger publishes a post with a tag, the brand is notified. You can remove the tag if you don’t like the post or for other reasons. To do this, click the three dots in the upper right corner of the post and select “Remove me from post.” And it is also advisable to familiarize yourself with the rules relations between the brand and the authors, so as not to violate them before publication.
How to publish a branded post for a blogger
To do this, you need to switch to the third type of account – Author. To do this, you need to have at least +10000 subscribers. Step by step instructions:
- Agree the advertising post with the brand: photo and text to it in advance. Start creating an Instagram post.
- Open advanced settings (in the window for adding text at the very bottom) if you are publishing a post to the feed or a link button if you are publishing a Story.
- Click “Tag partner” and find the brand you need in the search. If a company shows up in search results but you can’t tag it, contact them and ask them to approve you. After that, you can edit the post and add the tag.
- When the tag is added, the brand will be notified and access statistics for that post.
Branded posts as part of brand marketing strategy
Branded posts increase the level of trust among users. They clearly and clearly understand that this is advertising. The only thing that can upset readers is the frequent advertising in the blogger’s feed. But even these moments can be stipulated in advance in terms of the date and time of the release of the post.
After a branded post is published in the feed or Stories, view statistics are available to both the blogger and the brand. You can see it in the statistics section of the Branded Content Facebook page.
The brand account must have access to the branded content tool. As I wrote above, a brand can approve or reject authors. In order for any account (without approval) to be able to mark you as a sponsor, you need to in Settings in the “Companies” section, then “Branded content”, move the slider to “Only approved marks”. There you can also search for the required accounts and put a tick in front of them. Please note that only accounts that have access to the Content Branding Tool can be found.
Sponsored Branded Content Promotion
What is the benefit to Instagram to bring the cooperation of a brand and a blogger to an official level without receiving financial rewards? Indeed, in this case, the money falls only into the blogger’s pocket. But Facebook prefers a win-win strategy. And it lies in the fact that a brand can independently launch posts from a blogger into advertising for any audience and budget. A post from a blogger is visible only to a part of his readers. And the possibility of promoting a branded post expands the “horizons and geography” of views. So far, you can only promote a branded post in the Instagram feed.
To promote a branded post, a brand must ask the blogger for approval in the advanced post settings. As soon as the promotion is approved by the blogger, to launch the ad you need:
- Have access to the Ads Manager account. To advertise, you need to create a new ad.
- Select the main goal of your advertising campaign: Reach, Brand Awareness, Video Views, Engagement, or Traffic. Mobile app conversions and installs cannot yet be targeted.
- Customize the audience for your tasks. And in the placement section, select “Instagram Feed”.
- The branded post will appear in the “Use an existing post” section. Next, go to the Branded Content tab. There you will see a list of branded content posts that the author has given permission to promote. Select the publication you want.
- After previewing, if everything is in order, click “Confirm” to start the ad.
The introduction of a new content branding function should ideally increase audience loyalty and readers’ trust in the brand and blogger. Now you can openly see where the paid advertising is. But even if there is no line “sponsor of this post” – this does not give any guarantees that you are not reading useful advice from a blogger, but simply a veiled advertisement. Advertising itself is neither bad nor good. Only the end customer decides to spend his time and money on it or not. Therefore, it does not matter what your profession is. You just have to be a “marketer” for yourself in the modern world in order to understand where the paid / viral hype, “storm in a glass” or just advertising is. In addition, the advertised product / service can really be of good quality. Successful promotion!