What Are the Benefits of Paid Partnership on Instagram?

Anyone who’s done a casual scroll through Instagram lately has probably seen posts labeled “Paid partnership with..” This label indicates that a brand paid the Instagram content creator in exchange for a sponsored post about their products or services. Instagram launched this feature back in 2017 to increase transparency about paid partnerships on the platform, and since then, more and more posts carry this label. 

But, is it good to add paid partnerships on Instagram? And what’s the point of paid partnerships to begin with? This article will cover everything you need to know about paid partnerships on Instagram. 

Can Anyone Do Paid Partnership on Instagram?

You may be curious about who is eligible for posting branded content on Instagram. In reality, there are no paid partnership Instagram eligibility requirements for the person posting the sponsored requirements. Anyone — whether they have one follower or over one million followers — can post branded content on Instagram. 

More specifically, Instagram’s policies require anyone to tag their business partners with the paid partnership feature if there’s an exchange of value. That applies whether you have a creator, business, or personal account. So, if a brand reaches out to an influencer and offers them payment or free products in exchange for a sponsored post, the influencer must tag their business partner in that post. 

Not everyone can use the paid partnership label to identify sponsored posts, however. Only people with creator and business accounts can use the paid partnership label for organic branded content on Instagram. These labels can apply to content in the Instagram Feed, Instagram Live, Reels, Stories, and Instagram videos. 

How to Request Approval for Paid Partnership on Instagram

For those who do have business or creator accounts and want to use the paid partnership label, here’s how they do so:

1. First, the influencer must enable branded content tools on Instagram. The paid partnership label is one of these tools. 
2. The influencer should also read up on Instagram’s Partner Monetization Policies and Branded Content policies. 
3. To add the paid partnership label to Instagram Feed posts, the influencer starts as usual selecting a photo, adding a caption, and clicking Next.
4. Next, they tap Advanced settings and look under Branded Content, selecting Add paid partnership label.
5. From here, the influencer taps Add brand partner and adds up to two brands they collaborated with on the post. These brands must have either business or creator accounts on Instagram. 
6. The last step is to click Done.

By going through these steps, the influencer sends a request to the brand they tagged as a brand partner. The brand then has the ability to approve or deny the branded content request. Once the brand approves the request, the post will have an Instagram branded content warning label above it that says “paid partnership with [brand].”

If you’re wondering — How do I approve a partnership request on Instagram? — the answer is by going into your Business Settings on Instagram. Scroll to Branded Content Approvals and make sure Require Approvals is on. Now, only influencers you approve will be able to tag you in branded content. When an influencer sends you a request, tap Approved Accounts under Require Approvals, and you can approve them there. 

Common Challenges and Solutions

Navigating the world of paid partnerships on Instagram isn’t without its hurdles. Brands and influencers alike often encounter several common challenges that can make or break the success of their collaborations. Here are a few of those challenges, along with practical solutions to overcome them:

• Mismatched Expectations: Sometimes, what a brand expects from an influencer collaboration doesn’t align with the influencer’s understanding or capabilities. Solution: Clear communication from the outset is key. Before agreeing to a partnership, outline specific deliverables, deadlines, and goals. Using a detailed brief can help ensure both parties are on the same page.
• Communication Issues: Poor communication can lead to misunderstandings, delays, and unsatisfactory outcomes. Solution: Establish a regular communication schedule, whether through weekly check-ins, emails, or project management tools. Open lines of communication keep both parties informed and engaged throughout the partnership.
• Measuring Effectiveness: Determining the return on investment (ROI) from a paid partnership can be challenging, especially when objectives are not clearly defined. Solution: Set clear, measurable goals at the beginning of the partnership, such as increased brand awareness (measured by engagement rates or follower count increase) or direct sales (tracked through unique promo codes or affiliate links). Use Instagram’s analytics tools to monitor progress and adjust strategies as needed.

Addressing these challenges head-on with thoughtful strategies not only smoothens the collaboration process but also maximizes the potential for successful outcomes.

ROI and Measurement

For brands investing in paid partnerships on Instagram, understanding the return on investment (ROI) is crucial. Here’s how to approach measurement to ensure your partnerships are driving value:

• Define Your Goals: Start by defining what success looks like for your campaign. Whether it’s boosting brand awareness, increasing sales, or growing your follower base, having clear objectives will guide your measurement strategy.
• Track Engagement Metrics: Engagement metrics such as likes, comments, shares, and saves are indicators of how well your content resonates with your audience. High engagement rates often correlate with increased brand affinity and awareness.
• Use UTM Parameters for Tracking: For campaigns aimed at driving traffic to your website, use UTM parameters on your links. This allows you to track clicks, conversions, and other important metrics through Google Analytics or similar tools.
• Monitor Sales and Conversions: If your goal is to drive sales, provide influencers with unique promo codes or affiliate links. This makes it easy to track the direct impact of the partnership on sales.
• Evaluate Influencer Performance: Assess the performance of influencers based on their ability to meet campaign goals. Consider factors like content quality, audience engagement, and adherence to campaign guidelines.
• Adjust and Optimize: Use the insights gained from tracking and measurement to refine your approach. Identifying what works and what doesn’t allows you to optimize future partnerships for better results.

By effectively measuring ROI, brands can make informed decisions about their influencer marketing strategies, ensuring that their investments in paid partnerships on Instagram yield positive returns.

How Much Is a Paid Partnership on Instagram? 

If you’re trying to create a budget for your Instagram influencer marketing campaign, you probably want to know — how much do influencers charge per post?

Paid partnerships on Instagram can range in price greatly. Some influencers might only make $10 to $100 for a single sponsored post while others can charge $10,000+ for a sponsored post on their page. So, really, there’s no single answer to the question, “How much do paid partnerships pay on Instagram?” It all depends on a variety of factors such as:

• The influencer’s follower count and engagement rate
• The influencer’s niche 
• The type of content the brand request
• Whether or not the brand requests exclusivity
• Whether the brand has content usage rights

Together, all these factors determine how much brands pay influencers for paid partnerships on Instagram. 

Should I Add Paid Partnership on Instagram?

If you have a paid partnership with an influencer on Instagram, the platform’s policies require you to disclose that with the paid partnership feature. Even if you don’t offer the influencer monetary payment but instead give them free gifts in exchange for posting content about your brand, they still need to use the paid partnership label. 

How Lionize Can Help with Your Influencer Marketing 

Adhering to Instagram’s branded content policies is just one of the tedious, complicated aspects of running an effective influencer marketing campaign. If you want to save time and simplify this process, Lionize can help. 

As a comprehensive, AI-powered influencer marketing platform, Lionize helps brands handle every step of the influencer marketing process. You can use the platform to easily find and recruit the best influencers for your campaign. The platform also automatically monitors and reports the results so you always know how your campaign is performing. 

Book a discovery call with our expert team to learn more about the power of Lionize.