Branded Content:

Ads Setup Guide

INSTAGRAM AND FACEBOOK
 1. Introduction 5. Tools and Resources
- Brand Collabs Manager—
Product guide
- Troubleshooting

2. Getting started
- Brands
- Creators

Contents
3. Running A Paid Campaign
- Brands
- Creators

4. Post Campaign Options

01 Introduction
 Creator content that
features or is influenced
What is by a business partner for
an exchange of value
Branded Creators create Branded Content from their

Content?
handles and call out the relationship with the
brand as a ‘Paid Partnership with’

For the purposes of this guide, the term ‘creator’

refers to the creator or publisher partner in the
We define Branded Content as:
Branded Content relationship. The term ‘brand’
refers to the business partner
 Branded Content Products: Organic
We offer a suite of branded content products across organic and paid options—and
across Facebook and Instagram. These provide transparency for people on our
platforms, as well as insights for brands and creators.
 Branded Content Products: Paid
Our ad products allow brands to get more out of their branded content and target
their desired audience, reach more people and measure real business results.
Branded Content Products:
Brand Collabs Manager
Brand Collabs Manager (BCM) is a one-stop-shop that allows
brands and creators to connect for partnerships on branded
content deals on Facebook (Instagram is testing this for now).
Creators and brands can apply for access to BCM. Brand Collabs
Manager offers brands the ability to discover vetted partners
based on either creator or audience criteria, manage branded
content campaigns with project briefs and communication via
messages, and measure campaign outcomes via first-party paid
and organic insights across Instagram and Facebook.

BCM access is not required to participate in branded

content on Facebook.
Brand Collabs Manager
For full details on BCM, go to page 37 of this document.
 The product ecosystem
Pre campaign Campaign Post campaign
ad products options for insights

Instagram Feed ad

Instagram
Instagram Branded Content tag in-app
Instagram Story ad
organic
insights

Instagram Carousel ad

Ads
PO BCM
Manager

Facebook Branded Content tag Facebook Feed ad

Facebook Story ad
Brands Collabs Manager (Coming mid 2020)
To find new partners (you can run
branded content campaigns without
using BCM) Facebook Carousel ad
02 Getting started
Instagram
Brands
Facebook

Getting started
checklist for brands
There are some steps brands need to go through to take part in
organic branded content, including some specific steps for running
paid campaigns:

For organic
Check branded content approvals—this lets brands select
which creators can tag your business page in branded
content posts.

For paid
To run ads across platforms using placement optimization,
ensure both your and your creators’ Instagram handle and
Facebook page are linked.

Check that your creator partner gives permission for their

organic posts to be promoted by you. This will ensure they
appear in your “Ads Manager” when you come to set up a
paid campaign.
Instagram Brands

Branded Content
Approvals
Partner Approvals
Partner approvals help business partners ensure they are only
tagged in the branded content posts they want to be tagged in.
The setting is on by default, so we require brands to approve
anyone who tries to tag them.

1. In the Instagram app, go to your business profile “Settings”

page and select “Business.”
2. Select “Branded Content” and make sure the “Require
Approvals” button is toggled ON. This will grant specific
creators' permission to tag your business. The toggle will be
turned on by default.
3. To enable a creator to tag your business, select “Approved
Accounts.”
4. Search for and select the creator’s Instagram handle that you
will be partnering with.
5. The selected creator will now be able to tag your business in
their posts. Note that by giving creators this permission, you
also give them the ability to promote their posts as ads.
Facebook Brands

Branded Content
Approvals
1. Brands should decide whether to limit which pages
tag them in branded content by navigating to “Brand
Collabs Manager” here and navigating to the
“Settings” tab.

a. Toggle “Page Approvals” to ON in order to limit

which pages can tag the advertiser
b. Toggle “Page Approvals” to OFF to allow any
business to tag the advertiser

2. For brands with “Page Approvals” toggled to ON, scroll

down to the “Add Approved Pages” section to search
for the content creator that you plan to work with, then
click “Add.” Confirm that this has been completed
properly by searching for the creator’s name in the list
of approved creators below.
Instagram
Facebook Brands
Facebook

Link Your
Accounts
1. It is possible to run branded content ads across
Instagram and Facebook, regardless of which
platform the post originates from.

2. In order to enable this, both the creators and

brands need to make sure their respective IG
handles and Facebook pages are linked.

3. To do this, navigate to “Page >> Page Settings >>

Instagram” in your Facebook account.
Instagram
Creators
Facebook

Getting started
checklist for
For Paid
In order for BC ads to run across
Instagram or Facebook, you need to

creators ensure your Instagram handle and

Facebook page are linked
There are some steps creators need to go
through to take part in organic branded If you want to allow a brand to promote
content, including some specific steps for your organic post, check the permission
enabling paid campaigns: toggle. You can check this when you
post or retroactively (retroactive is for
For Organic
feed posts only, not stories)
Check that you meet Monetization
Eligibility Standards for Instagram
The Polling Sticker is now available for
and Facebook
BC ads in Stories on Instagram, but
please note you cannot use any other
Apply for access to the “Branded
interactivity features, e.g., gifs, stickers,
Content” tag in Instagram and/or
@mentions, hashtags, music, emojis
Facebook
Instagram Creators

Branded Content
Approvals
Access to branded content tag on Instagram
1. Creators should request access to the branded
content tag as required by our Facebook policy

2. All business or creator accounts on Instagram are

able to apply for access to the branded content
tag within the app; navigate from Settings >
Account > Branded Content Tools > follow the
instructions to apply for access

3. If a creator is ineligible for the tag you will get a

notification, and we will tell you whether it’s
because you still need to build an established
presence (i.e., get more followers), you’ve violated
community guidelines, or both
Facebook Creators

Branded Content
Approvals
Access to branded content tag on Facebook
1. Creators should request access to the branded content
tag here as required by our Facebook policy

a) Creators must pass Monetization Eligibility

Standards in order to receive access

i. If eligible, please allow two business days from

time of application for decision

ii. Creators can check their status in “Creator

Studio” here. Then navigate to the Monetization
tab and Policy Issues subtab to check your
status.

b) Creators that do not pass monetization eligibility can

appeal their status here.
Instagram
Creators
Facebook

Permission to
Promote
In order for brands to run branded content ads
from creators’ organic posts, the creator must
give permission via the toggle shown here. This
applies to Facebook and Instagram. If this box is
not selected, a brand will not be able to run the
post as an ad.

Creator prompt: Your business partner will be

able to boost your post. When they do, the post
will continue to show you as its author, and you
won’t be able to edit the post.
Instagram
Facebook Creators
Facebook

Link Your
Accounts
1. It is possible to run branded content ads across
Instagram and Facebook, regardless of which
platform the post originates from.

2. In order to enable this, both the creators and

brands need to make sure their respective IG
handles and Facebook pages are linked.

3. To do this, navigate to “Page >> Page Settings >>

Instagram” in your Facebook account.
03 Branded Content Ads:
Running a paid
campaign
 Formats available
on Facebook
Photo 360 videos Photo Watch parties

Video Live Video Slideshows

Links Slideshow Links Carousels

Text Stories Text 360 videos

Instant Articles Stories carousel* Live broadcasts Stories

Feed Carousel IGTV Instant Articles

Note: Apart from polling sticker which launches in H1

2020, Interactive elements (stickers, gifs, @mentions, hashtags,
music, emojis) are not available for Stories ads

*Stories carousel only works when a creator creates a new ad

without a pre-existing organic post
 Objectives available
on Facebook
• Reach • Reach

• Brand awareness • Brand awareness

• Video views • Video views

• Engagement • Engagement

• Traffic • Traffic

• Conversions (with website events only) • Conversions (WhatsApp excluded)

• App installs • Messages

Available only when creating a new ad, not from an

existing organic post:
Note: Engagement does not work for Stories (just like all other
Stories ads) • App installs

• Lead generation

• Event responses
Setup options for Branded Content Ads

Brand
Creator Creator
creates ad
creates ad creates new
using a OR OR
using an ad without
creator’s
existing existing
existing
organic post organic post
organic post
Instagram
Brands
Facebook

Promoting a creator’s
existing organic post
Creator should make an organic branded content post and ensure
they have granted permission for brand to promote.

The brand (e.g., tagged business partner) should log in to “Ads

Manager” using their own ad account.

The brand should follow the typical steps to create an ad:

In the Page subsection of “Ad Set” section, select your placement

(e.g., Instagram, Facebook or both).

To choose media for the ad, the brand should go to the “Existing Post”
module.

Within the “Existing Post” module, the brand should navigate to the
“Branded Content” tab. Here, the advertiser will see all available
organic branded content posts where the creator has tagged them
as a business partner. Note: If the creator has not turned on the
toggle to allow the business partner to promote the post, then the
post will not be available to promote as an ad.
Instagram
Brands
Facebook

Promoting a creator’s
existing organic post
In the ad preview, an Instagram ad should appear to come from the
@creator handle and will say “Paid Partnership with [brand]” below
the media. Separately, a Facebook ad will appear to say “Creator
Page Name” with “Brand Page Name” above the media.

Disclaimer: If you would like the ad to deliver on both Instagram

and Facebook, then:
• The creator must connect their Facebook page to their
Instagram handle. This can be done in Facebook “Page
Settings” under the “Instagram” setting, AND
• The advertiser (tagged business partner) must connect their
Facebook page to their Instagram handle. This must be done in
Facebook “Page Settings” and within “Ads Manager”

Disclaimer: Organic story posts using stickers, gifs, @mentions,

hashtags, music, emojis cannot be promoted at this time. It will be
possible to promote stories with polling stickers from H1 2020.
Instagram Creators

Creator creates organic

Instagram Feed Post
with permission to promote
1. In the Instagram app, select a photo, video or carousel post and
add the accompanying caption, effects and filters.

2. Before uploading the photo, tap “Advanced settings.” To add the

branded content tag onto the post, tap “Tag Business Partner.”

3. Search for the business account you are partnering with and
make sure to select the correct business/brand account
associated with the post.

4. Return to the "Advanced settings" page and toggle on the “Allow

Business Partner to Promote” option to give the brand/business
access to promote your branded content post as an ad. Please
note that if you want to promote your own organic branded
content posts (feed or Stories), you do not need to turn on the
toggle.

5. Once the business is tagged and the “Allow Business Partner to

Promote” button is toggled on, publish your content.
Instagram Creators

Creator creates organic

Instagram Story
with permission to promote
1. Select the branded content photo or video to add to your story.
Note: You cannot type a hashtag, @mention any account as text,
use stickers, GIFs, music, emojis or polling stickers.

2. Select the link icon that is located at the top of the story
creation screen to open the “More options” screen.

3. Tap “Tag Business Partner” and search for and select the
correct business/brand you are partnering with.

4. Navigate back to the “More options” screen and toggle on “Allow

Business Partner to Promote” options screen to give the
business access to promote your story. Please note that once
the advertiser runs the campaign, you will not be able to change
this toggle setting.

Note: At the present time, creators are not able to promote their
own Stories as ads.
 Creators
Facebook Creators

Creator creates organic

Facebook Feed Post
with permission to promote
Creator should log in to Facebook and publish a post on
their Facebook page. In this post, they should:

1. Add either a photo or video

2. Add a caption

3. Use the handshake tool to tag a brand partner

4. Check the box to grant permission to the advertiser to

promote the post as an ad

Note: At this time, Facebook Stories are not available for

branded content ads. They are scheduled for mid-2020.
Instagram
Creators
Facebook

Adding permissions to
an existing organic post
Creators can retroactively grant permission for a
brand to promote their organic branded
content feed post. This does not apply to stories.

1. Navigate to the branded content post, tap the

three dots at the top right and select “Edit” from
the menu.

2. Toggle on the “Allow Business Partner to

Promote/boost this post” button to give the
brand/business access to promote your
branded content post as an ad.
Instagram
Creators
Facebook

Creator promotes
existing organic post
Once the organic branded content post is published on the creator’s
Facebook page or Instagram handle, the creator should log in to “Ads
Manager” from their own account. NOTE: When the creator creates the
post on Facebook, they will see an option to “boost” the post
underneath the media. Do not use this “boost” tool to create an ad.

1. Follow the typical steps to create an ad.

2. In the “Page” subsection of “Ad Set” section, select your placement

(e.g., Instagram, Facebook or both).

3. To choose media for the ad, the creator should go to the “Existing
post” module.

4. Within the “Existing post” module, the creator should go to the

Facebook or Instagram tab depending where the organic post was
published. Disclaimer: The creator should not navigate to the
“Branded Content” tab within “Existing post.” This tab is only for
brand partners who have been tagged as a “Paid Partnership with.”
Instagram
Creators
Facebook

Creator promotes
existing organic post
5. Once in the Facebook or Instagram tab of the “Existing post”
module, select the organic branded content post that the
creator published.

6. In the ad preview, the ad should say “[creator] with [tagged

brand]” on top of the media. Separately, a Facebook ad will
appear to say “Creator Page Name” with “Brand Page Name”
above the media.

Disclaimer: If you would like the ad to deliver on Instagram and

Facebook, then:

The creator must connect their Facebook page to their

Instagram handle. This can be done in “Ads Manager” under the
“Identity” subsection of the “Ad” section.

The tagged business partner must connect their Facebook page

to their Instagram handle. This must be done in Facebook “Page
Settings.”
Instagram
Creators
Facebook

Creator creates
new ad
not from an existing organic post

1. Creator can log into “Ads Manager” using their own

ad account.

2. Go through the typical steps of creating an ad.

3. In the “Page” subsection of “Ad Set” section, select

your placement (e.g., Instagram, Facebook or both).

4. In the “Text and Links” subsection of the “Ad”

section, go to “Branded Content.” This is on the left-
hand side directly next to the ad preview.
Instagram
Creators
Facebook

Creator creates
new ad
not from an existing organic post
5. Enter the Facebook page name for the business partner
that you want to appear in the “Paid Partnership with
[brand]” text. Note: Even if this is an Instagram ad only,
you must enter the Facebook page for the tagged
business partner in this field.

Disclaimer: If you would like the ad to deliver on Instagram

and Facebook, then:

The creator must connect their Facebook page to their

Instagram handle. This can be done in “Ads Manager” under
the “Identity” subsection of the “Ad” section.

The tagged business partner must connect their Facebook

page to their Instagram handle. This must be done in
Facebook “Page Settings.”
04 Branded Content Ads:
Post campaign options
Instagram

Facebook

Organic and Paid

Insights in Brand
Collabs Manager
Advertisers or creators can view branded content insights
for organic and paid posts within “Brand Collabs Manager”
here (paid and organic). The following metrics are found:

• Reach: See what portion of reach comes from the

organic post vs. from ads distribution
• Impressions: See what portion of impressions comes
from the organic post vs. from ads distribution
• Engagement: See total engagement combined across
paid and organic
• Post Level Audiences: See post level audience insights
for Facebook-branded content posts including age,
gender and geo-breakdown across reach, impressions
and engagement

Brands and creators can export results into CSV files.

Instagram

Facebook

Paid Insights in
Ads Manager
Advertisers or creators can view
branded content insights for paid
posts within “Ads Manager” here
(paid BC only):

• All of the typical ads metrics will

be found in “Ads Manager” for
paid BC posts

• This includes brand lift and

conversion lift studies where
appropriate
Instagram

Organic Instagram
Insights available
In-App
We now offer organic insights in-app for creators as
you would see for a regular post. Brands can see a
subset of the insights for the post they’re tagged in.

Organic insights available to brands in-app:

• Reach
• Impressions

Broken out by traffic source:

• Likes
• Comments
• Saves
05 Brand Collabs Manager
for brands
Instagram

Facebook

Brand Collabs
Manager Overview
“Brand Collabs Manager” is a marketplace
platform which connects brands and creators to
facilitate branded content deals.

Brands can search for like-minded creators

looking to partner on content creation. They can
source new deals, manage partnerships and see
insights when they’re tagged in branded content
in “Brand Collabs Manager.”
Instagram

Facebook

Getting started
with Brand
Collabs Manager
1. Sign up for Brand Collabs Manager at
Brand Collabs Manager

2. Select an eligible page or pages, enter

your email address, accept the Terms of
Service and hit “Submit”

3. Once approved, login to see insights on

previous campaigns and invite creators
you’ve previously worked with for future
partnerships
Discover Manage Measure
 Discover

Search by hashtag, keyword or

creator name, or apply filters.

Scroll through to view key portfolio

information including genre,
follower count, previous posts and
engagement rate.

See insights into the creator’s

audience such as location, gender
and age.

See the creator’s engagement

rate, views per video and number
of recent posts.
 Manage

Creators can reach out to

you directly to respond to a
Project Brief.

If needed, approve
partnerships with creators
who have tagged your page
in branded content posts.
 Measure

Access organic and paid

insights across Instagram and
Facebook.

View reach, impressions,

engagement and audience details.

Aggregate results and deduped

reach across multiple posts.

Export results to a CSV file.

 1. Why can’t I see my creator’s post in Ads Manager?

Check they have selected the option to allow the

brand partner to promote this post. Check page 17
for details.

2. Can I use the PAC tool with branded content?

Troubleshooting
If running ads on Stories, please note that in the
“Media” subsection of the “Ad” section in Ads
Manager, it is not yet possible to “recommend
aspect ratios” (e.g., use the PAC tool). Please make
sure this toggle is turned off before creating a
branded content ad.

3. Why can’t I add a CTA button to my BC ad on

Facebook?

You can use CTA buttons on Instagram-branded

content ads, but not on Facebook at this time. We
are looking at releasing this functionality for
Facebook in the near future.
Thank you