Allow a Brand to Promote your Influencer Post as a Branded Content Ad

August 30th, 2022 by

Instagram has introduced a new Paid Partnership Label and publishing feature. What is it, and how does it work? 

The Paid Partnership Label is exactly what it sounds like—a label informing your followers the published content is a paid partnership with a brand. But it doesn’t stop there. The new label also allows selected content to be published across the partnered brand’s Facebook ecosystem (Facebook, Instagram, Messenger etc). 

So, how do you enable the Paid Partnership Label on your sponsored content? 


Step One: Click on the selected post on your profile. 

Step Two: Click on the three dots in the top right corner.

Step Three: Select ‘Edit’ from the list. 

Step Four: Click on “Paid Partnership Label” at the top. 

Step Five: Select ‘Change Business Partner’ or ‘Add Paid Partnership Label’ and search for your brand partner’s Instagram handle. 

Step Six: Slide to set the toggle to ‘Allow Business Partner to Promote’. 


Step One: Locate the post within your story archives. (Note: if you cannot find the post you are looking for, you will have to re-publish it to your story and ensure ‘Save Story to Archive’ is set to ON before you do so) 

Step Two: Click on the three dots in the bottom right hand corner above ‘More’. 

Step Three: Select ‘Edit Business Partner’ OR “Add paid partnership label” from the list. 

Step Four: Select ‘Change Business Partner’.

Step Five: Search for your business partner’s handle in the search bar. Click the ‘Remove’ that appears next to it on the right. 

Step Six: Select ‘Tag Business Partner’. 

Step Seven: Search for and add your business partner’s handle again.

Step Eight: Slide to set the toggle to ‘Allow Business Partner to Promote

It is important to note that once you have allowed your business partner permission and access to your post, you are not allowed to edit or delete it until they have completed their promotion, according to your contract. 

Should you require further assistance, check out Instagram’s help centre here, or feel free to reach out to us.

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