Instagram’s Partnership Ads Expansion: Spring Updates for Brands

Instagram’s Partnership Ads are a format that lets brands and creators team up to turn influencer content into sponsored ads. Think of them like Instagram’s “collab posts” on steroids – the ad features the creator’s handle and content alongside the brand’s, reaching beyond the creator’s followers. In practice, a creator might make a photo or video for a brand, post it (or share it with the brand), and then the brand boosts that post as an ad. Instagram explains that with a Partnership Ad, “the brand pays to show it to even more people, which can help you reach a bigger audience” . This means influencer-created content isn’t just limited to organic reach; the brand can pay to amplify it, combining the authenticity of creator content with the scale of paid advertising.

Originally known as branded content ads, Partnership Ads keep the creator’s original post intact (including their username and creative style) but supercharge its distribution. The result is a win-win: the brand gets engaging, creator-driven content in front of a wider audience, and the creator gets exposure to that audience (and often a payday from the brand). Until now, these ads primarily consisted of photos, videos, or Reels made in collaboration with creators, all clearly labeled to show the partnership.

Spring 2025 Update: Written Testimonials in Partnership Ads

The big new feature Instagram introduced in spring 2025 is called Testimonials – essentially brief written endorsements from creators that can be attached to a brand’s ads. Here’s what’s new and how it works:

• Text-Only Endorsements: Creators can craft a short, text-only testimonial (up to 125 characters) about a product or brand. Think of it as a one-sentence review or shout-out – punchy and to the point. This written blurb doesn’t require creating a new photo or video; it’s a quick comment that packs a personal recommendation.

• Appears as a Pinned Comment: Once a creator and a brand strike a deal for a testimonial, the creator’s endorsement is added as a comment on the brand’s Instagram ad post (this can be a Feed post or a Reel ad). Instagram pins this comment to the top, so everyone who sees the ad will see the creator’s endorsement front and center. It’s like having a trusted influencer vouch for the product right in the ad’s comments.

• Available to (Almost) All Creators: Instagram has been testing this feature and is rolling it out widely. According to Instagram, testimonials will be available to all creators soon, meaning brands of all sizes can tap a diverse range of influencers for written endorsements.
  

This Testimonials feature essentially brings the concept of customer reviews or quotes into Instagram ads. While brands have long used testimonials on their websites (quotes from happy customers, star ratings, etc.), Instagram is now integrating that experience directly into the social feed. The creator’s comment carries their username and credibility, making the ad feel more like a genuine recommendation rather than just another piece of branded content.

Why This Update Matters for Brands and Creators

Instagram’s move to include written endorsements in Partnership Ads is a strategic push to boost authenticity and monetization on the platform. Here’s a breakdown of how it benefits both sides:

Benefits for Brands

• Instant Social Proof: Having a respected creator vouch for your product in their own words provides immediate credibility. It’s the digital equivalent of a friend saying “I love this – you should try it.” Seeing a creator’s positive comment pinned on an ad can reassure potential customers that the product is endorsed by someone they trust, much like reading a quick review. This kind of social proof can reinforce consumer confidence, which is huge for conversion rates.

• Higher Engagement & Trust: Ads that feel authentic tend to perform better. An influencer’s testimonial makes an ad seem less like an ad and more like a conversation. Consumers are more likely to stop and read a short comment from a creator they recognize. As a result, the ad comes off as more relatable and trustworthy, potentially boosting engagement (likes, comments, shares) and click-throughs. Remember, authenticity is a non-intrusive way to build engagement and trust – a creator’s honest blurb can make your sponsored post feel like part of the community discussion.

• Better Ad Performance (Thanks to Influencer Insight): Often, influencer-created content resonates better with audiences than traditional polished ads. However, there are times when a brand might use its own product images or a generic ad format – in those cases, adding a creator’s testimonial can inject a human touch into the ad. It marries the brand’s visuals with the influencer’s voice. For example, if you’re running a product photo as an ad, pinning a well-known beauty guru’s one-liner about how much they love the product can make the ad instantly more compelling. It’s a way to combine polished branding with relatable storytelling in one package.

• Expanded Reach with Credibility: Partnership Ads by nature already expand reach (since the brand is putting budget behind distribution), but testimonials amplify the effect of that reach. You’re not just reaching more people – you’re reaching them with a personal recommendation attached. This can be especially powerful for new product launches or campaigns that need to build trust quickly. Early social proof via a creator’s endorsement can drive interest and conversions from audiences who might be discovering your brand for the first time.

• Competitive Edge in Social Commerce: As social media becomes a key shopping channel, features like this help Instagram compete with other platforms and even with e-commerce sites. Brands that utilize creator testimonials in ads are essentially bringing word-of-mouth marketing directly into Instagram. It mirrors the experience of seeing product reviews on an online store, potentially increasing the likelihood that viewers will feel confident enough to hit the “Shop Now” or “Learn More” button on the ad.
  

Benefits for Creators

• New Monetization Stream: Testimonials open up a fresh way for creators to get paid. Instead of (or in addition to) creating a whole piece of content for a brand, a creator can now earn money by writing a quick endorsement. It’s a brief format with big impact. According to Instagram, this feature is designed to offer creators higher payouts – creators can charge more when brands put ad budget behind their testimonial, since the endorsement is actively used in advertising. In short, if an influencer’s name and words are helping sell a product, they can and should be compensated for that value.

• Less Effort, Quick Turnaround: Crafting a testimonial is far less labor-intensive than producing a full photo or video post. No elaborate photoshoots or editing sessions – just a sentence or two of genuine opinion. For creators, this means they can participate in brand campaigns that might not require heavy content creation. It’s a low-effort, fast turnaround option to collaborate with brands. This could be especially appealing for micro-influencers or busy creators who want to monetize their influence without overcommitting on content production.

• Increased Exposure: When a brand turns a creator’s content (or testimonial) into a Partnership Ad, that creator’s name/handle gets exposure beyond their own follower base. The ad might be shown to the brand’s followers or a targeted audience the brand chooses. For the creator, it’s a chance to be seen by a much larger audience who might not have discovered them yet. If the creator’s endorsement resonates, it could even drive new followers or fans to the creator. Essentially, the creator is piggybacking on the brand’s ad spend to broaden their reach.

• Insight and Control: Instagram allows creators to track their Partnership Ads and testimonials under their Creator Settings in the app. This means creators get transparency into how their name and content are being used in ads – they can see the campaigns their testimonial is attached to and how it’s performing. (In the broader context, Meta has indicated that creators will even have the ability to pull their content if needed, ensuring they maintain a level of control over their brand partnerships.) This transparency is reassuring – it keeps the collaboration honest and lets creators quantify the impact of their endorsement.

• Long-Term Partnership Potential: The ease of a text endorsement might encourage more brands to approach creators for partnerships, even if they’re one-off or trial campaigns. A successful testimonial campaign could lead to deeper collaborations down the line. And since Instagram’s Partnership Ads also allow creators to monetize previous content (by giving brands permission to boost older posts where the brand was tagged), a happy one-time collaboration could turn into an ongoing relationship leveraging past and future content. In other words, testimonials can be a foot in the door for more comprehensive influencer deals.

How Brands Can Leverage the New Testimonials Feature

So, how should brands jump on this new opportunity? Here are some actionable tips for making the most of Instagram’s Partnership Ads expansion:

1. Choose the Right Creators for Testimonials: Focus on influencers who genuinely align with your brand values and whose audience matches your target demographic. The power of a testimonial comes from authenticity – a blurb from a creator who truly loves your product will resonate more than one that feels forced. Do your homework: look for creators already talking about your niche or those who have used your product. If 40% of shoppers are using creator recommendations when buying (Instagram Invites Creators To Get Paid Via Written Brand Endorsements 02/21/2025), you want to make sure those recommendations are coming from voices that carry weight in your market.

    

2. Collaborate on an Authentic Endorsement: Work with the creator to craft a testimonial that feels real and in their own voice. It’s fine to provide guidance or highlight a feature you’d love them to mention, but let them speak genuinely. Audiences can tell when something sounds scripted. A good approach is to ask the creator, “What do you personally like about our product? How would you describe it to a friend in one sentence?” Use that as the testimonial. Also, ensure the endorsement complies with advertising guidelines – even though it’s a comment, it’s still a paid partnership, so transparency is key (Instagram will typically label the post as a “Paid Partnership” ad anyway).

    

3. Integrate Testimonials into the Ad Strategically: Decide how the testimonial will complement your ad creative. If the ad is the creator’s own photo/video content, their comment might reiterate why they love it (“Had so much fun creating this look with [Product]!” for example). If the ad is more brand-driven (say a product slideshow or a lifestyle image), the testimonial should add that missing human element (“I use [Product] every morning and it’s a game changer!”). Make sure to attach the testimonial comment in Ads Manager so that it’s pinned at the top when the ad runs. Since you can only pin one testimonial per ad, use it wisely – pick the most impactful one-liner.

    

4. Leverage Existing Content and Partnerships: You don’t always have to start from scratch. If you have past influencer collaborators who have posted about your brand, consider repurposing their content into a Partnership Ad. Instagram allows brands (with the creator’s permission) to boost a creator’s previous post where your brand was tagged. You could reach out to a creator who gave you a shout-out months ago and propose turning that post into a paid ad now, with a fresh testimonial comment added. This can refresh old content and continue the momentum of an organic mention, now backed by ad spend. It’s an efficient way to extend the lifespan of influencer content that performed well.

    

5. Use Testimonials for Product Launches & Promotions: If you’re launching a new product or running a seasonal promotion, consider lining up a few creator testimonials to build hype. Social proof is particularly valuable when something is new or not yet widely reviewed. A handful of micro-reviews (each from different creators) attached to your ads can simulate the effect of a lot of people buzzing about your product. For example: launch day, you run ads for your new gadget with a tech influencer’s comment praising it; a week later, you run a second wave of ads featuring a comment from a lifestyle blogger who tried it. This staggered approach not only keeps the content fresh but also shows diverse voices vouching for your brand.

    

6. Monitor Performance and Engage: Treat testimonial ads like an evolving conversation. Keep an eye on how people respond. Are they replying to the pinned comment? Are they clicking through more when a testimonial is present? Instagram’s tools will show you basic ad metrics, and you can coordinate with the creator to get feedback from their side as well (they can see how their testimonial is doing in their Creator Settings). Be ready to engage in the comments if people have questions – the testimonial might prompt users to ask “Really, is this product that good?” which is a golden opportunity for your brand (or even the creator) to jump in and continue the dialogue. This kind of interaction can further boost the credibility of the ad, turning it into a mini community forum rather than a one-way broadcast.

    

7. Stay Transparent and Foster Trust: While the format naturally discloses the partnership (the ad will show the creator’s name and likely a partnership label), it’s important to maintain trust. The goal of this feature is to monetize a practice that was already happening in some form (brands paying for positive comments) but to do so transparently. Don’t try to hide the fact that it’s an ad – embrace it, and let the creator’s honesty shine. When brands and creators are open about their collaboration, audiences are more accepting of the endorsement, and it elevates the brand’s reception among the creator’s followers by being upfront. Essentially, authenticity at all levels — in the wording of the testimonial and in the disclosure — will make this strategy most effective.

Conclusion to Instagram’s Partnership Ads Expansion

Instagram’s Partnership Ads expansion is a clear nod to the growing power of the creator economy in social commerce. By weaving creator testimonials into ads, Instagram is enabling brands to harness word-of-mouth marketing in a scalable way. For brands, it’s an opportunity to add a trustworthy voice to your paid media; for creators, it’s another avenue to monetize your influence with minimal extra work.

This spring 2025 update is part of a broader trend: social platforms evolving to make collaborations more seamless and valuable. As influencer marketing becomes an even more critical pillar of digital advertising, brands that adapt to these tools stand to gain a competitive edge. A well-placed testimonial can turn a standard ad into a persuasive recommendation that feels organic in the feed. Brands should experiment with this feature, measure results, and refine their approach – those brief 125-character endorsements could spark big wins in engagement and sales.

In the end, successful marketing on Instagram comes down to trust and authenticity. Partnership Ads with testimonials are a new way to build that trust right into your ad campaigns. So as you plan out your next Instagram marketing strategy, consider giving this feature a try. It’s not just a fad or a gimmick – it’s Instagram acknowledging that real voices matter in advertising, and giving brands and creators a chance to make ads more genuine. And as the platform continues to update and innovate, staying informed on these changes will help you stay ahead of the curve (and the competition) in the ever-evolving social media landscape.