Instagram lets brands turn influencer posts into ads.

Instagram has launched a tool that will let advertisers pay to make influencer posts appear as ads in order that they reach a much bigger audience.


Until recently, brands that paid influencers to post sponsored videos or pictures on their Instagram profiles have had their reach limited to that particular influencer’s following on the platform.


Now, posts uploaded by creators using Instagram’s ‘paid partnership’ tool (which signposts when content has been paid for) will also feature a toggle that claims ‘allow my business partner to boost’. The feature will provide the brand in question an opportunity to appear within the feeds and Stories of a wider audience, even if they don’t follow the social media star.

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