There is something new which has been added by Instagram to its Partnership Ads which will let brands to showcase creator endorsement within sponsored comment on a Partnership post. It has rolled out Partnership testimonials which would appear as Sponsored comment in the post comments. This would also be denoted in the post creator header as per display of Instagram Partnership Ads.
This is expected to motivate more users to check out the product by highlighting endorsements from their favorite creators in the app. A direct personalized acknowledgement can emerge as a great and powerful way of driving more sales and interest in the app. The testimonials would be limited to 125 characters therefore creators would be required to keep it brief and brands would only be able to include one testimonial comment per Partnership at this stage.
It can emerge as a welcome addition to existing promotions and at the same time provide another way for creators to expand their earnings potentials which would require them to just include a short text endorsement as opposed to creation of a whole ad or post of its own.
Its success would also depend upon how users are checking the comments and whether they even noticed this endorsement. One of the downsides of this option is that it is less visible when compared to a creator post like Reel which highlights the product.
But at the end of the day, this would be make it easier for creators to expand their partnership and enable them to make more money while at the same time provide simple means for brands for tapping into power of their support.
