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Instagram has renamed its Branded Content Ads to Partnership Ads. This move is believed to enable brands to promote more types of user content and not limit it to the posts that use Paid Partnership tag.

Moreover, the photo and video sharing platform, in its blogpost, mentioned that Partnership Ads will allow brands and creators to partner together on ads in newer ways and scale their collaborations.

“Advertisers can now boost more types of organic Instagram content as partnership ads, including branded content with the paid partnership label, Instagram Collab posts, @mentions, people tags, product tags, and other content without the paid partnership label, as well as continue to create new partnership ads in Ads Manager without an existing post,” the blogpost read.

The social networking platform also pointed out that Partnership Ads are the most performing and transparent way for advertisers and their partners to run ads together. 

“Campaigns that combine partnership ads with business-as-usuals (BAU) ads drove 53% higher click through rates, 19% lower cost per actions, and 99% probability to outperform BAU ads alone,” the company said.