The FTC is adamant that social content produced as a result of paid collaborations between influencers and brands are clearly indicated as such. In 2017, Facebook and Instagram launched a myriad of features to help content creators mark content as "Branded Content." 

These features and requirements apply to all public content creators across Facebook and Instagram -- ranging from huge publishers like Mashable to independent influencers.

For Instagram, the features are only available to Business accounts. Thus, in order to abide by FTC and Instagram regulations, all Instagram influencers who work with brands must have Business accounts.

In addition to complying with regulations, having an Instagram Business account grants several benefits to influencers and brands:

  • Instagram post insights
    Brands and influencers can tell how many people see influencer posts rather than just relying on engagements.
  • Instagram story insights
    Influencers no longer have to take screenshots on their phones to share traffic data for Instagram stories.
  • Fake traffic detection
    Instagram Business provides data to verify that post likes and comments are not driven by bots and click farms. Instagram is constantly releasing new features to Instagram business accounts to crack down on fake Instagram traffic (i.e., followers, likes, and comments).

NOTE -- It is a common myth that switching to an Instagram Business account hurts your reach. In a recent Tech Crunch article, Instagram's team addressed this myth, stating that Instagram does not give extra feed presence to personal account or business accounts, so switching your profile will not affect your reach.

Have any other questions on FTC or Instagram policy on paid brand sponsorships? Feel free to email us at socialcert@lumanu.com.

Don't have an Instagram Business Account? It only takes 2 minutes to set up!
Here is a short step-by-step guide on how to do it.

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