Instagram is moving forward with the rollout of its branded content tool, which allows celebrities and other popular users to identify posts that are paid for by advertisers.
The company first introduced the tool in June, then made it available to more accounts in August while also establishing a policy requiring that all branded content be published using the tool.
Instagram is using the tool to create a standardized format where posts are identified at the top as a “paid partnership with” an advertiser, and also to provide the advertiser with data about a post’s performance.
Today, Instagram says it’s making the tool available to all accounts that have access to its Insights data. (Instagram isn’t disclosing how many accounts are involved.)
In addition, the company says it will start notifying accounts when it detects that they’ve posted branded content without using this tool. Once notified, they “will have the option to tag a business.”
“These notifications are intended to make it easier to use the ‘Paid Partnership with’ tag and educate the community on … Instagram’s branded content,” the company says. (This could also be a prelude to stricter enforcement.)
Instagram is rolling out an update that will allow users to upload any video or picture from their library — regardless of whether it was taken within the past 24 hours. Previously, the workaround was to re-save, screenshot, or edit the metadata on the image or video so that it appears new in your library, tricking Instagram into thinking you’d just captured some fresh new content.
The fun of the disappearing story formats, pioneered by Snapchat, was how it made users feel like they’re following along a person’s day in real-time, but since so many people (particularly celebrities and influencers) were finding ways around the 24-hour limit, Instagram has decided to get rid of the time restraint altogether. In case you don’t want to completely misinform your followers, however, Instagram will still offer stickers that lets you stamp the date when the photo or video was originally taken to add as context.
The update follows a pattern of Instagram pushing to promote and embrace ephemeral sharing, as seen in the previous Archive tool, as more users begin to post temporary photos and / or purge their profiles to curate it as a personal homepage.
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