Executive Summary:
Instagram is enhancing its Partnership Ads by introducing text-only testimonials, allowing brands to feature creator endorsements within sponsored comments on promotional posts. This new feature aims to boost engagement and trust by showcasing authentic recommendations from creators.
Key Features:
- Sponsored Testimonials: Creator endorsements appear as “Sponsored” comments under brand-sponsored posts.
- Concise Endorsements: Testimonials are limited to 125 characters, making them quick and easy for creators to share.
- Higher Purchase Influence: Instagram reports that 40% of users rely on creator recommendations when shopping, making this a valuable tool for brands.
Potential Impact:
While less visible than dedicated creator posts or Reels, this feature offers a low-effort way for influencers to earn and for brands to leverage creator influence. If successful, text testimonials could become a key driver of in-app sales, further solidifying Instagram’s role as a social commerce hub.
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