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Instagram Adds More Tools to Help Creators Maximize Branded Content Partnerships



Instagram’s testing some new creator monetization options, ahead of the Christmas shopping push, with a view to helping its most prominent users maximize their earnings potential through branded content arrangements.

First off, Instagram’s testing a new ‘Partnerships’ messaging folder within Instagram DMs, which will be a dedicated space to keep track of sponsored content opportunities and communications.

Instagram brand content inbox

As you can see here, along with your ‘Primary’ ‘General’ and ‘Requests’ folders, Instagram’s also testing a new ‘Partnership Messages’ section in your inbox, where these specific communications would live.

Those messages will be filtered through from Facebook’s Brand Collabs Manager platform, or via a new brand search option, which will facilitate connection with creators that either follow their brand profile or have specifically flagged that they’re open to working with them.

Instagram branded content search

That also means that all of the brands getting in touch via this folder will have met Partner Monetization policies, as a qualifier for the new connection tools.

That could be an easier way to facilitate collaboration deals, and while it does seem like Instagram would be better off adding another swipeable tab in the Direct inbox, as opposed to tapping through on a folder at the top of the stream, maybe four tabs is just too many, and this is a better UI option.

Instagram’s also trying out a new digital storefront option for creators that are taking part in its affiliate program, providing another way for individual creators to promote sponsored products to their audience.

Instagram affiliate shops

As you can see in these example screens, creators will now essentially be able to create their own shops of products that they endorse, providing more exposure potential for brands, and more revenue share options for creators.

Which could be a very enticing option, giving brands the capacity to reach the engaged communities of these users with direct endorsement on their profile. The option is currently being tested with US creators who are taking part in Instagram’s native affiliate program.

And finally, Instagram’s also launching new branded content ads in Reels, another step towards monetizing the short video format.

Instagram Branded Content Reels

As per Instagram:

“We brought branded content to Reels earlier this year and now follow with the introduction of branded content ads in Reels.”


The option looks very much like Instagram’s Branded Content tags for Reels, though with a ‘Sponsored’ marker, instead of just ‘Paid Partnership’. That will give brands more capacity to boost their Reels creator collaborations, which, as TikTok’s model has shown, is the only real way to gain traction in the format, with traditional, disruptive ads failing to trigger the same levels of response in short-form video feeds.

Though effective monetization of short-form video, overall, remains problematic, because unlike longer videos, you can’t insert pre or mid-roll ads into 30-second clips. That limits your capacity to attribute revenue share to specific uploads, which is why branded content formats like this are a key avenue for creator monetization, and providing more incentive for popular Reels stars to keep posting.

Instagram’s also adding the ability to boost organic Feed and Story posts to become an ad with Instagram’s Boost for Branded Content option.

These are key additions within Instagram’s broader creator monetization push, which the platform has touted, repeatedly, as a way forward for the app. Which, again, is especially true for Reels, but even for Instagram overall, as more users look to TikTok, and TikTok evolves its revenue share tools, that could eventually see a lot more popular users spending more time on that app instead, unless Instagram can keep them around with more enticing, lucrative revenue share deals.

And with its broader push on eCommerce, these could end up being major additions – but there is also still a risk that Instagram could become too eCommerce focused as well, and lose some of its usage appeal as a result.

We’ll see what happens – these new experiments are in testing with selected users now.



LinkedIn Adds New Features for Company Pages, Including Post Templates and Link Stickers



LinkedIn has outlined its latest batch of updates for Company Pages, most of which had already been previewed in some capacity, but are now being rolled out on a broader basis.

First off, LinkedIn’s making its new post templates available to all company pages.

LinkedIn post templates

As you can see in these examples, LinkedIn’s post templates, as they sound, provide a range of visual enhancements for your LinkedIn updates, which could help to make them stand out in feeds.

LinkedIn originally launched post templates for individual users last month, but now, it’s making them available for Company Page updates as well.

As per LinkedIn:

Create engaging, actionable LinkedIn content easier than ever with customizable templates, available directly in the LinkedIn app, with no third-party tools required.”

I mean, I don’t know that these types of posts really fit with LinkedIn’s professional approach. But then again, as many have noted, LinkedIn is increasingly becoming more like Facebook anyway, with more personal posts and updates that are less focused on professional aspects.

And that seems to be working – LinkedIn’s parent company Microsoft keeps reporting ‘record levels of engagement’ in the app every quarter, so maybe this is actually a good, valuable addition.


We’ll see how people feel about it when every other LinkedIn ‘thinkfluencer’ is posting using these templates. You can access post templates in the mobile app by tapping the ‘use template’ option in the post composer menu.

As an addition to this, LinkedIn’s also making its new link stickers available for Company Pages too, which could help to drive more direct response to your updates.

LinkedIn link sticker

On another front, LinkedIn will also now enable all Company Pages to pin comments beneath their brand posts.

LinkedIn Pinned Comments

The rollout for this feature also started last month, with some users seeing the option to pin comments in the app.

That could be a good way to spark more focused engagement, and highlight top fans, while you could also use this to simply boost interactions by pinning the comment with the most engagement at the top of the reply chain.  

As a reminder, LinkedIn Company Pages can also pin an update for similar purpose.

Finally, LinkedIn has also added a new Our featured commitments’ section for Company Pages, where brands will be able to showcase their most important values.

“Increasingly in today’s market, job seekers are evaluating potential employers based on their values. They’re interested in knowing where companies stand on issues that are important to them, such as DEI, work-life balance, sustainability, etc. To provide greater insight and connections, LinkedIn is enabling employers to highlight these commitments on their LinkedIn company page to define their talent brand and values.” 

Brands will be able to include up to five commitments in their featured commitments section, while you’ll also be able to host content that demonstrates the same, all of which will be displayed in a sub-panel in the ‘About’ section of your Page.

These are some potentially handy updates, with the link stickers and pinned comments standing out as likely the most valuable additions for LinkedIn page managers.


Post templates I’m not as sold on, especially for brands – but then again, there may be ways to use these templates to improve the presentation of your posts, and maybe, that’ll increase overall engagement.

You can read about all of LinkedIn’s latest company page updates here.

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