The Lion's Den

Why Can’t I Use Branded Content On Instagram?

Instagram Marketing
you're no longer eligible to use instagram's branded content tools

The popular photo- and video-sharing platform, Instagram, is widely considered to be the top platform for influencer marketing. But if you’re struggling to use Instagram’s branded content tools to optimize paid Instagram marketing promotions, you’re definitely not alone. 

The app rolled out this feature in 2020, creating lots of homework for the many influencers, brands, and social media marketers alike who rely on influencer marketing.

In this blog, we’ll talk about the branded content tool and how to become eligible for a paid partnership on Instagram. Whether you’re on the brand side or the content creator side, we’ll walk through everything you need to know to make the most of this suite of tools.

What Is The Instagram Branded Content Tool On Instagram?

Branded content, as Instagram defines it, is “content that features or is influenced by a business partner for an exchange of value (for example, where the business partner has paid the creator or publisher).” 

To make partnerships between content creators and businesses more connected and seamless, they developed tagging features and analytics called branded content tools. These also aim to make paid brand partnerships more visible for users browsing through the feed, which is helpful both for transparency and for meeting FTC requirements. Instagram flags branded content with a “Paid partnership with [brand]” text banner directly under the creator’s handle.

To get started with Instagram’s branded content tools, as a brand, you’ll need to have a business account. This will allow you to begin being tagged in branded content posts that your influencer collaborators tag you in. For influencers, you’ll need to have a creator account in order to tag brands as your official business partners.

For brands: Instagram will ask you each time to manually approve branded content posts or stories that you’re tagged in, though you may disable this by going to Settings > Business > Branded Content and toggling Manually Approve Tags to “off.” We recommend keeping this setting on, however, so that you can ensure that anyone claiming to work with you is actually an approved brand partner.

In the Branded Content section in settings, you can also review incoming “Tag Requests” as well as create a list of “Approved Business Partners,” who will have your approval automatically to post their branded content. This will speed up the process in the future and can be a way to strengthen your partnerships with the content creators you choose to work with.

For influencers: after setting up your branded content tools, you will be able to tag brands in your content using the paid partnership label. You’ll also be able to access other branded content tools by going to Settings > Creator > Branded Content.

How Do I Become Eligible For Paid Partnership On Instagram?

Becoming eligible for paid partnerships on Instagram requires a combination of building a substantial and engaged following, consistently producing high-quality content, and following the platform’s guidelines. 

In order to check if you qualify for branded content tools, including the paid partnership label, on Instagram, go to your Settings > Account > Branded Content. If you’re eligible, you can tap to enable them. But if you’re not, don’t worry, you can request a review.

Why Can’t I Use Branded Content on Instagram?

Wondering why you are not eligible to use paid partnerships on Instagram? Are you getting this message? “You’re no longer eligible to use Instagram’s branded content tools.”

There are a few things that could be hindering you. To qualify or become eligible for Instagram’s branded content tools, you must meet a few requirements from them first:

  1. Following their Branded Content Policies and Partner Monetization Policies.

Some of these include:

  • Residing in an eligible country.
  • Sharing accurate information. 
  • Monetizing authentic engagement. 
  • Developing an established presence. 
  • Avoiding systemic violations. 
  1. Remain compliant with their Community Guidelines and Content Monetization Policies.

Some of these include:

  • Sharing only photos and videos that you’ve taken or have the right to share.
  • Posting photos and videos that are appropriate for a diverse audience.
  • Fostering meaningful and genuine interactions.
  • Following the law.
  • Respecting other members of the Instagram community.
  • Being thoughtful when posting newsworthy events.

Keep in mind that becoming eligible for paid partnerships is not an overnight process; it will require time and effort to build a great account with a dedicated following. Be patient and consistent, and remember that the most important thing is to follow Instagram’s rules and produce high-quality content that resonates with your audience to really establish your digital presence.

How Lionize Can Help With Your Instagram Influencer Marketing Strategy

By partnering with popular Instagram influencers, brands can tap into the credibility and trust that they have built with their followers, leading to more authentic and effective marketing campaigns. And with Instagram’s branded content tools, it’s never been easier to collaborate with creators.

Ready to take your marketing to new heights? Book a Discovery Call with Lionize today to see how our influencer search tool can help you simplify finding creators and managing influencer campaigns.