New updates for brand content (also in coils)

Instagram: new updates for brand content (also in coils) The war in Tiktok has just started. Instagram continues to add new features to the coils, to try to stop the rise in the rival platform.

The most fertile territory for this battle is certainly that of monetizing videos (which many are impatiently awaiting).

Mark a brand on the reels

The first time, Instagram seems to have done so: recently, in fact, added the possibility of marking a brand inside the coils, just as it is already possible to do in the flow.

This new update allows creators to create new collaborations with brands and to win directly thanks to the content published with coils.

Will it be enough to prevent influencers from deviating on the rival platform? We will probably discover it shortly.

Collaborative tools for creators

In addition, Instagram also adds a New procedure that will allow brands and creators to work in collaboration On the creation of Instagram content, unlike the current process which provides that brands can only promote a pre-existing article.

Here are the Instagram words:

«To date, brand content ads can only be created by promoting the existing publications of creators

The procedure allows advertisers to publish directly from the story of a creatorwhich could be problematic. But the latter will maintain the ability to approve and suspend any announcement published via his profile.

The procedure will work in this way:

• Advertisers send the request for access to the creation of ads
• Creator accepts access to the creation of announcements and the advertiser receives a notification at the time of approval.
• Creator receives the notification of the announcement created to confirm its approval

This new method makes the partnership more collaborative and lower and additional exclusivity could lead to higher promotions and partnerships.

Instagram also changes its rules on the content marked in stories and publications that include product beacons.

Clickable elements on sponsored stories

Referring to stories, Instagram says that advertisements with brand content can now include clicked elements:

«… like @mections, position and hashtag. We want brands to have access to all the possibilities that the organic creation of the stories offer, to make the experience as authentic as possible.»

Companies will now also be able to promote publications with content that includes the label of a product.

«To date, publications with brand content from creators who included product beacons could not be promoted. Now, brands can get more value of this content. This allows people to shop directly from creators who inspire them.»

The new tools certainly offer more opportunities for collaborations with influencers who, as has noticed, could help the platform to occupy an advantageous position compared to Tiktok.

To cook

Tiktok is not left behind. He built his electronic commerce tools, which were an important part of his success in China.

But Instagram, which generated an income in the last quarter for around $ 3 billion, is in an advantageous position if we are talking about advertising tools.

Among other things, Tiktok is always involved in a negotiation on its possible sale to an American company and it is dragged longer, the more difficult it is for Tiktok to consolidate its income flows and to clarify its processes for creators.

And what do you think? Let me know below in the comments!