Instagram is giving advertisers the ability to publish sponsored posts from users’ accounts through an update to branded content ads. Branded content ads were introduced last year as a way for influencers to identify when their posts are sponsored by a company or brand. The ads look just like organic posts published from the user’s account, only they have a tag reading: “Paid partnership with [brand name].” Instagram is launching a new process where advertisers can publish branded content ads without the need for influencers to create an organic post first.

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