Influencer Marketing and Instagram’s New Branded Content Ad Format – The Buyer’s Journey 08

In today’s episode Len, Matt, and Josh discuss Instagram’s new ad format for branded content.


The Consideration Stage is the second stage of The Buyer’s Journey and involves two main components: researching a brand’s product and choosing where to buy that product.


Garrett Sloane on Ad Age wrote an article about Instagram and how they are developing a new way for brands to sponsor posts created by celebrities and publishers. The new offering is apart of the services broader strategy to connect advertisers and creators in more formal partnerships. The testing was a closed beta, but signups for the partner program will arrive soon. 

Brands can now hire popular Instagram users to work on ad campaigns and promote products with branded content. Previously, the post could only reach the followers of that influencer’s Instagram page. Now, however, branded content ads let the advertisers promote these Instagram posts just like any other ad. “Brands are seeing that this branded content as product sometimes helps overcome challenges that they have with organic branded content,” says Ashley Yuiki, an Instagram product management lead. “[They are] exploring ways that brands can amplify branded content.”

The power of Instagram is something to take notice when marketing to your customers. The platform has more than 1 billion monthly active users and has an expected to become $2 billion market in 2019 for influencer marketing according to Mediakix, an influencer agency. Influencer Marketing is important to the Consideration Stage of the Buyer’s Journey. Potential clients will search out influencer reviews/thoughts on a product or service before purchasing. Using an influencer also allows a brand access to a niche, but dedicated audience.

We also discussed on the podcast how Instagram has assessed their phony activity and fake followers problems. In mid February, Instagram had their latest account purge and continue to be on a close monitor for these accounts. Will this negatively affect the success of their new Ad format?

Check out our next episode tomorrow where we’ll discuss a news article covering the Purchase stage of The Buyer’s Journey.

Tune into more of The Buyer’s Journey by checking out our YouTube and Soundcloud, Take us on the go on the iTunes, TuneIn, Google Play Music, and Stitcher.

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