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This feature will be available to every business on Instagram from 17 June.

Instagram’s newly launched Branded Content Ads feature will enable advertisers to convert influencer posts into ads with a view to reach a wider audience. This capability will be accessible to advertisers for a fee.

The feature has been made available to 50% of businesses from 4 June and will be available to all businesses from 17 June. When influencers on Instagram upload a post using the “paid partnership” tool, the Branded Content Ads feature can be activated by clicking on the “allow my business partner to boost” toggle.

With this feature the sponsored post will appear in the Stories and feeds of wider audiences. This will also let the ad be visible to audiences that don’t follow the influencer who uploaded the post.

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