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Instagram’s new ad format lets creators get paid for testimonials in comments
Instagram has launched a new ad format called Testimonials, allowing creators to earn money through written endorsements of products in comments on brand posts. This initiative aims to enhance transparency in influencer marketing and facilitate creators' monetization while enabling followers to identify paid promotions.
Key points
- Meta introduces a new ad format named Testimonials for creators to endorse products in comments.
- Creators receive payment for written endorsements shared on brand posts and ads.
- This format aims to increase transparency in marketing, distinguishing paid endorsements from organic comments.
- 40% of users now rely on creator recommendations when shopping on Instagram.
- Testimonials have a character limit of 125 and are pinned for better visibility.
- Creators can track the performance of their testimonials through the Creator Settings.
Why it matters
- The rise of influencer marketing and endorsements reflects broader trends in digital advertising.
- As of 2025, transparency in influencer partnerships is increasingly prioritized to build consumer trust.
- The push for creator monetization aligns with ongoing shifts in social media platforms towards supporting content creators.
Instagram's new Testimonials ad format enhances monetization and transparency for creators, aligning with trends towards consumer trust and effective influencer marketing in 2025.