Nicole
Paid comments: Official testimonials under Ads
What has so far been more in the background is now official: Instagram allows creators to be paid for positive comments under ads. These so-called testimonials appear prominently pinned in the comment column of ads or regular posts and are intended to increase the credibility and reach of campaigns.
Although sponsored comments are marked as such, the new format creates more transparency and opens up new monetization opportunities for creators. The level of remuneration is agreed individually between the brand and creator. The feature is available for both feed posts and reels.
For companies, this means that they can work with opinion leaders in a targeted manner and build trust with the target group via social proof - directly in the context of the ad.
Source: Caroline Immer, More transparency through more advertising? This is Instagram's new ad format
Reminder Ads: When advertising comes to the lockscreen
The new reminder ads are another exciting format. Users can be reminded of certain events - such as the start of a new series. Reminders are sent in three stages: one day in advance, 15 minutes before the event and exactly at the start time - directly on the lockscreen.
Instagram is currently testing the format with partners such as the US TV channel Starz. The aim is to activate users even more specifically and at the right time, for example for event livestreams, product releases or webinars.
Source: Josefine Kramer, Instagram tests new advertising formats with reminder ads and SERP ads
Search results as advertising space: SERP ads on Instagram
In addition to the Explore feed, Instagram is now also testing ads in the search results pages (SERPs). In future, users who search for people, products or topics could be shown direct advertising at the exact moment when they are most likely to buy or discover something.
It is not yet clear whether the targeting will be based on keywords or controlled by interests. A new type of Instagram SEO would be possible, in which image descriptions, captions and alt texts also contribute to the display of ads.
Source: Josefine Kramer, Instagram tests new advertising formats with reminder ads and SERP ads
More control for users: personalized recommendations & DMs
There are also relevant innovations for users: Two new feeds ("Because You Follow" and "Instagram Suggested") are designed to make recommendations more transparent. In future, users will be able to see more clearly why they are being shown certain content. In addition, the feature for disappearing messages has now also been introduced in the EU.
Source: Caroline Immer, More transparency through more advertising? This is Instagram's new ad format
Instagram opens new doors for creators and brands
Whether paid testimonials, personalized reminder ads or advertising in search - Instagram is constantly launching new features to make the platform more attractive for creators, advertisers and users.
For creators, this means more visibility, new revenue streams and smarter tools for community building.
For brands: more targeted advertising, more opportunities for interaction and a stronger connection to their target group.
The direction is clear: Instagram is not only becoming more social, but also more commercial, with new opportunities for those who understand the game.