Instagram will launch a new form of advertising: brand owners are using KOL native content as ad serving Morketing Global

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Author . . Amy Gesenhues

Compilation . . Kristen

In March 2019, Instagram admitted that it was testing a new form of branded content advertising with some advertisers, which allows advertisers to serve KOL-pushed native content as ads. June 4 U.S. time,Instagram officially announced that branded content ads would be available to streams in the coming weeks, while Stories would be available a few months later.

However, brands must obtain permission from the content creator before applying native content created by KOL. After the creator or KOL sets the license through the Advanced Settings page, the brand can see THE pushed information in Ads Manager's Existing Posts, and then the brand can serve KOL native content as an ad in the Instagram stream or Stories format.

When a brand adds KOL content to an ad, koL posts include a "paid partner" tag, and the brand name appears in the push content.

ROI into KOL marketing, which is higher than other channels, is an essential element of advertisers' popularity

KOL marketing market is developing rapidly, more and more brands are keen to apply KOL marketing.Socialbakers According to a recent report, Instagram KOL will post 150 percent more sponsored content in 2019 than last year.At the same time, two-thirds of marketers surveyed said they would invest more in KOL's marketing budget in 2019.

What are the advantages of KOL marketing? For brands, KOL marketing helps boost ROI, MediaKix found in the 2019 KOL Marketing Survey.Eighty-nine percent of marketers said KOL marketing had a better ROI than other marketing channels.Old Navy, vice president of brand communications at Liat Weingarten, commented: "Instagram's new brand content ad format has significantly increased brand engagement with consumers. "

In addition, advertisers will not only be easier to market KOL content, but also save time and creative costs.

For publishers, KOL marketing can not only increase Instagram's advertising profits, but also increase the advertising format of the publisher platform, in general, both publishers and brands, through KOL marketing has benefited a lot.

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