Instagram is launching a new ad format, an extension of Partnership Ads. This new feature is called “Testimonials” and it mainly aims to show transparency in the digital advertising sector. This feature allows brands to make use of influencer-generated content in their Instagram ads.
This testimonial feature enables influencers to leave sponsored comments under brand posts, including both Instagram feed and reels promotions. These reviews will be clearly labeled as sponsored, which helps users to distinguish between genuine customer feedback and paid promotions.
Previously, brands often paid influencers or encouraged customers to leave positive reviews without clear disclosure, making it difficult to determine the authenticity of a comment. This testimonial feature reduces ambiguity by marking promotional comments clearly.
Increased Credibility: Labeling influencer comments as sponsored makes consumers trust both brands and influencers more.
Clear Advertising Guidelines: Brands can adhere to advertising regulations and can avoid potential backlash over undisclosed promotions.
Better Engagements: As the testimonials are placed directly under promotional ads, there is increased social proof of the advertisement that is likely to enhance purchasing decisions.
Adding this feature Signifies that Instagram is accepting a greater responsibility in digital advertising. The brands that leverage influencer marketing can now engage their audience efficiently with clear and precise testimonies. It will be interesting to see how brands and influencers will adapt their social media marketing strategies to meet this new standard of transparency.
