* New sponsorship tool will show which users get paid to post
* Users will see a “paid partnership with” subhead for sponsored posts
* The tool is currently in the testing phase
“Doesn’t that photo look a little too perfect?” “Are those glasses really that glamorous?” and “Is this person getting paid to wear that?” These are all common questions among Instagram users. Now, a new feature will help make it easier to distinguish sponsored posts.
Influencer marketing is a big deal on Instagram, and companies pay top dollar for popular users to promote their products. Unfortunately, it leaves many questioning what’s real and what’s an ad. By making it easier to spot who gets paid to post, Instagram hopes to shake off some of the blame when certain posts or events don’t live up to expectations. It’ll also open up the app to better transparency, in light of recent FCC warnings to users to disclose sponsored posts, paid endorsements or advertisements.
Instagram says users will see a “paid partnership with” subhead when a person has been paid to feature a certain product or event. “A healthy community should be open and consistent about paid partnerships,” the company wrote in a public blog post.
The new feature is currently only available in limited markets. “Right now, we’re still in phase one,” says Instagram’s Creative Programs Director Charles Porch. “The goal is to one, educate people and two, get a ton of feedback.”
If things go as planned, the new sponsorship tool could be rolled out worldwide.