Instagram is expanding its influencer marketing strategy, launching a tool that allows businesses to share influencer paid partnership posts as adverts, according to a report by The Drum.
Previously, paid partnership posts were limited to the reach of the particular influencer's page and following. However, the new ‘branded content ads’ facility will allow influencers to select an option to ‘allow my business partner to boost’, which will give the brand in question the ability to showcase the sponsored post in other feeds and stories of a wider audience.
Instagram said the addition of the tool was one of the top requests it had received from businesses.
"We hope this update will add value by strengthening the collaboration between businesses and creators. We also hope to improve the experience between creators, businesses and people - who will be able to discover more brands they may be interested in and shop with the creators they love," Instagram said.
The function is now available to 50 per cent of businesses on the app, and will roll out to 100 per cent from June 17, 2019.
