nouveau format: découvrez témoignages sponsorisés on Instagram

40% of people who buy on Instagram base their decisions on recommendations from influencers. à l'ère de réseaux sociaux, word of mouth évolue. Colleagues and friends no longer carry as much weight. Now, it is content creators who influence purchasing behaviour. Meta has long understood this with its various partnership options. But today, un nouveau feature is strengthening collaborations between brands and influencers: témoignages sponsorisés on Instagram. So Quels sont they? quelles sont les advantages? And comment they be used?

Quels sont témoignages sponsorisés on Instagram? 

Meta has a annoncé un nouveau content format: témoignages sponsorisés. In practical terms, brands create their publicité in line with their editorial policy and graphic style. And to support this post, they can insert a comment from an influencer confirming the benefits of the product/service. 

So how do témoignages sponsorisés appear on Instagram? Voici the key points to remember: 

• Il s'agit a 125-character text that appears in the comments section. Please note that Il s'agit text only. For other formats (video, photo, carousels), content creators can still offer UGC or collaborative publicité. 
• The sponsored mention is indicated in the publication and comment. 
• Publication statistics are only available pour le brand. After all, it is the brand that creates the post. 

The aim of these comments is to help brands convince more et plus encore consumers to buy their products or services. And what better guarantee of credibility than a testimonial (especially from a well-known person)?

quelles sont les benefits of these comments? 

1. Increased credibility: Testimonials from influencers can strengthen consumer confidence in products, as they come from sources that are perceived as authentic and reliable.
2. User engagement: Comments from creators can spark user interest and interaction, thereby increasing engagement with the post.
3. Product visibility: By incorporating testimonials into publicité, brands can better showcase their products and attract users' attention.
4. Effective targeting: Influencers often have a specific audience, permettant brands to reach specific market segments and optimiser their publicité campagnes.
5. Ease of use: Short, direct comments make it easy to quickly understand the benefits of the products, which can positively influence the purchasing decision.

These testimonials aim to create a stronger connection between brands and consumers, while improving the effectiveness of publicité campagnes on the platform.

How do témoignages sponsorisés work? 

témoignages sponsorisés on Instagram are based on a partnership between the brand and the content creator. Once the contractual terms have been defined, everyone gets to work. 

Brands publish a standard post to promote their product. This can be a photo, a Reel or a carousel. The only condition is that they must mention that it is a sponsored publicité. As it is their publication, brands retain control. They can see the taux de clics, taux de conversion, number of impressions, etc.

For their part, influencers must write a comment that complies with this nouveau format (a text of no more than 125 characters). They will not be able to track the statistics pour le review in question, but will have an overview of their current publicité. 

Want to try out le nouveau Instagram partnership formats? Feel free to contact our Social Ads agency pour optimiser your publicité campagnes.