Your Complete Guide to Instagram Sponsorships

Promoted Posts vs. Paid Sponsorships

On Instagram, there are two main ways money changes hands: promoted posts and paid sponsorships.

• Promoted Posts & Ads: Advertisers create their own post and pay Instagram to show it to a customized target audience. The brand is in full control of the creative.
• Paid Sponsorships: This is a deal between a brand and an influencer. The influencer creates content featuring the brand's product for their own audience. Think of it as social media product placement.

How to Get Sponsored on Instagram (8 Steps)

1. Define your brand.

   A niche determines the subject matter around which your content revolves. Beyond that, consistency is key. A good influencer's posts are distinguishable and unique. Anthony Miyazaki, marketing consultant and professor of marketing at Florida International University, often recommends his clients “seek out influencers who have maintained the same personality, vibe, tone, and style for at least 18 months.”

   Pro Tip: If you have a website or other social media accounts, consider using Linktree to provide a menu of links to your other accounts. This way, you only have to share one link that provides users access to all your different accounts online.

2. Know your audience.

   Up to 34% of social media marketers pick an influencer based on how much their audience engages with the content they post. If you understand your audience, you can also correctly identify which brands will succeed most from sponsoring you. Rahul Vij, CEO of WebSpero Solutions, stated a good connection is crucial because “they want to partner with influencers who feel genuine and relatable to their target audience.”

   Pro Tip: You can tell what kind of content your audience likes by keeping an eye on how they engage with your posts. For instance, if a post has lots of likes, saves (bookmarks), and shares, it might mean they like that type of content.

3. Post consistently.

   Posting frequently on Instagram is important because it shows you maintain a presence on the platform. Adam Mosseri, head of Instagram, suggests sharing a couple of in-feed posts per week and a couple of stories per day.

   Pro Tip: The best times to post on Instagram range from early afternoon to late evening, specifically from 12 PM to 3 PM, 3 PM to 6 PM, and 6 PM to 9 PM. The best day to post is Saturday. However, I urge you to also look at your profile analytics to determine the best Instagram posting schedule for you.

4. Use hashtags and geotags.

   Instagram hashtags make your content discoverable. It‘s critical you choose hashtags that aren’t too broad. #Healthyliving, for instance, has over 20,000,000 posts, while #Healthylivingtips only has around 465,000. The less competition, the easier it will be for your content to get discovered. Location tags are equally important for appealing to brands interested in a particular demographic.

   Pro Tip: Using banned hashtags prevents your content from being shown. To avoid this, search for the hashtag on the explore page. If there is a note about a community guideline violation, avoid it. I also suggest using tools like MetaHashtags to check and remove banned hashtags.

5. Tag brands in your posts.

   Start small. If you’re interested in skincare, don‘t go straight for Estée Lauder. Instead, try tagging small skincare start-ups. When customers ask questions like “Where can I get one?” tag the brand. They will soon see you've proven yourself a suitable sales partner and may reach out. With 28% of marketers stating that brand mentions are a key metric, you definitely want to get as many as you can.

   Pro Tip: You can tag brands in the photo/video, caption, or comments. My favorite method is using the comment section to repeatedly tag a brand while answering follower questions.

6. Include contact information in your bio.

   Consider your bio a chance to signal your interest in becoming an influencer. Include an email or website so they can reach you, and include a media kit if possible. For instance, @brittany_broski adds a Linktree link and includes her email in her bio.

   Pro Tip: I also recommend using your Story Highlights to convey any information you’d like sponsors to see about yourself. Whether it’s past brand collaborations or your rates, it’ll help potential sponsors decide faster.

7. Pitch paid sponsorships.

   There's nothing wrong with reaching out to brands. Look for brands that clearly invest time and money into their Instagram presence. In your pitch, clearly and briefly outline who you are, what you do, and why you’re a good fit for the brand, including data such as follower count and average engagement rate.

   Pro Tip: Tiffany Knighten, founder of Brand Curators, says that “LinkedIn can be a great resource to find contacts who work directly for a brand. You can reach out to people in PR, marketing, or partnerships within the brand and send them a brief pitch along with your media kit.”

8. Know your worth.

   Make sure you know how much you'll charge. Marketers typically pay between $501 and $10K for nano, micro, and macro influencers. While you‘ll want to have a minimum set, you can negotiate to encourage brands to pay more. For instance, for an extra $300, you’ll throw in five Instagram Story posts.

   Pro Tip: Fixating on money can have downsides. Amelia Munday at Custom Neon explains, “being overly aggressive on compensation without considering the partnership’s collaborative nature can also sour deals. Influencers should approach negotiations as a mutual partnership rather than a one-sided benefit.”

How to Get Brand Deals via Creator Marketplace

With 52% of businesses using Instagram marketing, the Instagram Creator Marketplace is a powerful tool designed to connect influencers and brands directly. Here's how to use it.

1. Activate your creator account: You must be 18+, live in an eligible region, and comply with all of Instagram's policies.
2. Optimize your profile for discovery: Use relevant keywords, hashtags, filters, and choose the right category for your professional account. The more detail, the better.
3. Set up a portfolio: Show off your experience, past work, and previous partnerships to let brands know you can meet their expectations.
4. Keep an eye on the Partnership Messaging inbox: Brands will send project invitations here. These can be time-sensitive, so respond promptly.
5. Browse projects: Don't just wait for brands to find you. You can browse public projects and tap "I'm interested" to proactively find your first deal.

Using #ad and #spon Hashtags

Ethics and FTC regulations require you to be transparent about paid promotions. Failing to disclose a sponsorship can destroy your credibility and lead to legal trouble. In 2017, Instagram released a "Paid Partnership" label feature to make this clear. If you don't want to use #ad or #spon, you can use a custom hashtag like Airbnb's #Airbnb_partner, but clarity is key. When in doubt, always adhere to Instagram's policies.

Things to Consider Before Accepting a Sponsorship

1. The brand's audience: Ensure the brand's niche and audience align with your own. A fitness influencer partnering with a travel agency doesn't make sense.
2. Eligibility requirements: Review the brand's criteria to ensure you qualify and their expectations are realistic.
3. The fine print of your contracts: Protect your content. Rex Huxford of MD Clarity recommends setting a contract that outlines how long and where brands can use your content.
4. Instagram’s policies: You must comply with all partner monetization policies, community guidelines, and payment terms.
5. Monetizable content types: You cannot monetize static videos, engagement bait, misinformation, or unoriginal content.
6. Payment amount and terms: Ensure you are compensated fairly for your work. Don't be afraid to negotiate or walk away if the rate doesn't match your effort.

Pros and Cons of Instagram Sponsorships