Instagram’s New Testimonial Ads: How Creators Earn Through Paid Comments
Instagram is rolling out an innovative monetization feature that empowers creators to earn money by endorsing brands directly in comment sections. Meta’s latest addition to its Partnership Ads program, called Testimonials, enables creators to publish paid written recommendations as comments on brand posts—including both Feed content and Reels.
Why This Matters for Brands and Creators
This new format formalizes a practice already prevalent across social media:
- Authenticity meets transparency: Paid endorsements are clearly labeled, differentiating them from organic comments
- Increased visibility: Testimonials appear pinned at the top of comment sections
- Credibility factor: Creators stake their reputation on each recommendation
How Instagram Testimonial Ads Work
The process is streamlined for both parties:
- Creator submits endorsement: Writes a concise message (under 125 characters)
- Brand attaches to campaign: Links the testimonial to relevant ads
- Visibility boost: Comment appears pinned in the post’s comment section
“40% of people now use creator recommendations on Instagram when shopping” - Meta
Key Benefits of the New Format
- For creators: New revenue stream while maintaining authenticity
- For brands: Increased trust through verifiable creator endorsements
- For consumers: Clear distinction between paid and organic content
Image Credits: Instagram
Behind the Scenes Details
- Payment structure: Negotiated directly between creators and brands (outside Meta’s platform)
- Eligibility: Creators must meet Meta’s partnership criteria
- Content control: Creators can track and manage testimonials through Creator Settings
This development follows Instagram’s existing branded content tools like:
- Paid partnership labels
- Collaborative posts featuring both creator and brand handles
The Bigger Picture
As influencer marketing evolves, Instagram’s testimonial ads represent a strategic move to:
- Formalize existing endorsement practices
- Provide clearer disclosure standards
- Create new monetization opportunities while maintaining platform authenticity
Article updated with additional details about ad placement and payment structure from Meta.
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