Instagram is introducing a new standardized tag on sponsored posts to allow creators and influencers to inform their followers about their partnership with a brand. Creators who use the tag in turn have access on how many people saw and engaged with their posts.
The tag will say ‘Paid partnership with’ and will enable people who get paid for a post to maintain authenticity across the board and will appear where location tags currently appear under the person’s username.
Celebrities on Instagram use to promote a commercial product. When they do so, they really need to label the posts accordingly, the social media site is telling its most famous users.Many Instagram celebrities came under fire for not properly labeling their sponsored posts. which was advertised extensively in expensive sponsored posts. Earlier that month, the FTC announced that it sent letters to more than 90 celebrities, athletes and marketers reminding them they must clearly state their relationships with brands when endorsing them online.
Only 7% of the top 50 celebrities on Instagram labeled their sponsored posts as sponsored, a report from influencer marketing agency Mediakix. These top 50 celebrities each make about 52 sponsored posts each year but label only 4% as per FTC standards, the study said. In April, the FTC.
“It’s likely that Instagram recognizes an opportunity to capitalize on a business model their parent company had successfully implemented for influencers on the Facebook Platform,” said Gil Eyal, CEO, Hyprbrands.
The move will also highlight which posts have been paid for, an issue, especially after the Fyre Festival left thousands of concert-goers stranded on an island in the Bahamas. The music festival was promoted on Instagram by big sponsors, some of them are named in lawsuits.
FTC guidelines say
” sponsored Instagram posts can be considered compliant in one of two ways: either a very clear caption using words like “sponsored by,” or the appending of a hashtag like #ad or #sponsored. The hashtags have to be “conspicuous,” meaning that they can’t be tacked onto the end of a long caption or series of hashtags, and they must appear without a viewer having to click “more.”.
“As more partnerships form on Instagram, it’s important to ensure the community is able to easily recognize when someone they follow is paid to post content,” Instagram wrote on its official blog.
In the same blog post, Instagram informed readers that it would soon update its terms of service to combat untagged sponsored content by bringing the photo-sharing site’s fine print more in line with that of its parent company Facebook.
As Forbes reported in April, “Instagram users can command thousands of dollars per post, with one popular yoga instructor commanding some $25,000 per Instagram post. And reality TV star and prolific Instagram user Kim Kardashian reportedly command about $300,000 per sponsored post on platforms such as Instagram and Twitter”.
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source: The Verge
