Instagram Branded Content — Partnership and Disclosure Guide

What Is Branded Content?

Branded content is any post, story, reel, or live where you've been paid or received free products in exchange for promoting a brand. Instagram requires clear disclosure of these partnerships. For more details, see our guide on view stories anonymously. For more details, see our guide on how long Instagram stories last.

Disclosure Requirements

Legal Requirements

• FTC requires "clear and conspicuous" disclosure
• Must be visible before clicking "more" on the caption
• Must be in the same language as the post
• Generic terms like "sp" or "ambassador" are not sufficient

Instagram's Branded Content Tool

Use Instagram's built-in tool:

• When creating a post, tap "Add Paid Partnership"
• Tag the brand partner
• "Paid partnership with [brand]" label appears
• This is the recommended method

Acceptable Disclosures

• "Paid partnership with [brand]" (Instagram tool)
• "#ad" at the beginning of caption
• "#sponsored" prominently placed
• "Paid partnership" or "Sponsored by" in text

Not Acceptable

• "#ad" buried at the end of 30 hashtags
• Abbreviations like "sp" or "spon"
• Only mentioning the brand without disclosure
• Relying solely on the brand's disclosure

Setting Up Branded Content

For Creators

• Go to Settings > Business > Branded Content
• Enable the branded content tool
• When posting, tap "Add Paid Partnership"
• Search for and tag the brand
• The brand approves the partnership tag

For Brands

• Go to Settings > Business > Branded Content
• Manage approved partners
• Approve or deny partnership requests
• Access branded content analytics

Best Practices

For Creators

• Always disclose, even for gifted products
• Use the Instagram branded content tool
• Be authentic in your endorsement
• Only promote products you genuinely use
• Keep a record of all brand partnerships

For Brands

• Provide clear creative briefs
• Allow creative freedom (their audience, their voice)
• Approve branded content requests promptly
• Monitor partnership performance
• Build long-term relationships over one-off deals

Common Mistakes

• Forgetting to disclose gifted products
• Hiding disclosure in hashtags
• Not using Instagram's official tool
• Inconsistent disclosure across platforms
• Over-scripting creator content