In the coming weeks, Instagram will introduce a “Paid partnership with” sub-header. This will be seen on posts and stories when a commercial relationship exists between a creators such as influencers or publishers and a business.

The new tool will allow a creator to quickly tag the business they have a relationship with. The post or story will appear with the sub-header, followed by a tag to the business partner’s account. This makes the nature of the relationship more transparent for the community. When the tool is used, both the creator and business partner will have access to Insights for that post, making it easier to share how followers are engaging with these posts.

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Instagram in 'in-house PR'