How do you set up a brand partnership on Instagram?

Quick answer: agree the deal with the brand in writing, switch to a creator or business account, and when you publish the post, Reel or Story, turn on the Paid partnership label and add the brand as your partner. If the brand wants to run your post as an ad, allow it to create partnership ads (you can share an ad code or approve its request). Instagram's menus change from time to time, but these steps stay broadly the same.

Step 1: Agree the partnership in writing

Before you film, confirm by email or contract:

• deliverables (for example one Reel and three Stories);
• posting dates and whether the brand reviews drafts;
• payment amount, method and timing, or the gifted product;
• whether the brand can run your content as ads, and for how long;
• any exclusivity with competing brands.

Step 2: Use a creator or business account

Instagram's branded content tools are available to professional accounts. In Settings, switch to a creator account if you haven't already. This also gives you insights you'll need to report results.

Step 3: Add the Paid partnership label when you post

1. Create your post, Reel or Story as usual.
2. Look for the option to add a paid partnership label (often under the post's advanced or tagging options).
3. Turn it on and add the brand as your partner.
4. Publish. The post shows "Paid partnership with [brand]" above it.

Use the label whenever you receive money or free product, as Instagram's branded content policies require. In the US it also helps meet the FTC's disclosure expectations.

Step 4: Let the brand turn it into an ad (if agreed)

With partnership ads, the brand can promote your post from both accounts, so it appears with your name and theirs. Depending on how the brand sets it up, you either approve their request or generate an ad code for the post and send it to them. Only do this if usage rights are in your agreement, and ideally paid for.

Step 5: Share results

A few days after posting, send the brand a short report from your Instagram insights: reach, plays, likes, saves, shares, and link clicks or code uses if relevant. Brands that see results rebook creators.

What if the brand finds you through Instagram?

Brands can contact creators through partnership messages and, where available, Instagram's creator marketplace. Check your message requests and the partnership folder regularly so you don't miss offers.

Common mistakes

• Posting sponsored content without the Paid partnership label.
• Agreeing ad usage verbally without a time limit or fee.
• Missing the brand's review step before posting.
• Not saving the brief and agreement for reference.

Find your next Instagram partnership

Most partnerships start with a pitch. Polly, Newcollab's AI assistant, finds brands that work with creators in your niche and writes each pitch for that brand's product. Read more on how to get sponsorship deals on Instagram.