This is going to make a lot of influencers happy!

Instagram is adding a new “Branded Content Ads”, which will allow advertisers to promote influencers’ organic branded posts as feed ads.

Instagram explains the new ad option as follows:

“68% of people say they come to Instagram to interact with creators.‏‏ With branded content ads, businesses have an opportunity to tell their brand stories through creators’ voices, reach new audiences and measure impact. Using the tools available on the Facebook ads platform, businesses can reach targeted audiences beyond the people who follow the brand and creator accounts. And by running ads, they’ll have access to measurement and can optimize and test their campaigns against their set goals for more effective marketing campaigns. When these ads appear in feed and stories, people will see “Paid partnership with” along with the brand name on each post—which is very important for ads transparency.”

Read more here.