Instagram’s Latest ad Format Allows Creators to Earn Money by Sharing Testimonials in Comments

Instagram is rolling out a new way for creators to earn money by promoting products through brand collaborations. On Thursday, Meta introduced “Testimonials” as part of its Partnership Ads, enabling creators to receive payment for written endorsements in the form of comments on a brand’s posts and ads, including Feed posts and Reels.

This update formalizes a practice that already happens across social media. Many brands incentivize users to leave positive reviews, making it difficult for potential buyers to distinguish genuine customer feedback from paid promotions.

Enhancing Transparency in Paid Endorsements

By allowing creators to disclose their paid endorsements, this feature adds a layer of transparency while leveraging their influence. Although these testimonials are sponsored rather than organic, creators put their reputation on the line when endorsing products. If they promote items indiscriminately, they risk losing their audience’s trust.

According to Meta, 40% of users now rely on creator recommendations when shopping on Instagram.

Expanding Partnership Ads for Creator Endorsements

Through Partnership Ads, these endorsements have typically appeared as branded content with a paid partnership label or as collab posts, where both the creator and brand are listed as co-authors.

The new Testimonials feature allows creators to write brief, under-125-character messages linked to a brand’s campaign or product. To participate, creators submit their endorsements to the brand, which then attaches them to the relevant ad. Brands can collaborate with any creator who meets Meta’s eligibility requirements.

Meta informed TechCrunch that brands and creators will handle negotiations, including pricing, independently, with payments occurring outside the app.

Once posted, testimonials will be pinned at the top of the comments section on Instagram, increasing their visibility along with the creators behind them.

Creators can also monitor their testimonials and other Partnership Ads through their Creator Settings within the app. This allows them to track how their content is being used and even withdraw it if necessary.

Read the original article on: TechCrunch

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