In a move that finally acknowledges what we all knew was happening anyway, Instagram is officially monetizing the comment section. Meta announced Thursday that creators can now get paid to leave glowing testimonials on brands’ posts through a new feature aptly named “Testimonials.”

The art of the professional comment
Instagram’s Testimonials feature lets creators turn their enthusiasm into cold, hard cash by pinning paid endorsements to the top of a brand’s comment section. But these aren’t your average fanboy comments—they’re carefully crafted, under-125-character testimonials that creators submit to brands, who then attach them to their ads. 

Turning astroturfing into a legitimate career path
Meta is essentially taking what was already happening in the shadows–brands quietly paying for positive comments–and bringing it into the open, complete with a Paid Partnership label.

The trust economy
The feature joins Instagram’s existing monetization tools, like branded content and collaborative posts. However, brands and creators negotiate payment terms directly–Meta is simply providing the platform while steering clear of the money exchange.

Track your hot takes
For creators concerned about how their words are being used, Instagram allows tracking of these testimonials through Creator Settings. 

In this brave new world of social media monetization, remember: today’s casual comment could be tomorrow’s paycheck. Choose your emojis wisely.

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