GUIDE

How to add a paid partnership label on Instagram

To add a paid partnership label on Instagram, first turn on branded content tools: Menu, Business or Creator tools and controls, Branded content, Set up branded content tools. Then, before sharing, tap More options, Partnership label and ads, turn on Add paid partnership label and add up to two brands. Meta requires the label whenever a brand has paid you or given you something.

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When do you need the paid partnership label?

Our advice for a small business: if you send free products to local creators, ask them to use the label and tag you. It protects both of you and gives you the post's insights.

  • Branded content is content a creator has been paid for, with money or something else of value, by a brand or business partner
  • That includes products and services gifted for free
  • All branded content must be disclosed with the paid partnership label, on personal and professional accounts alike
  • Content with an affiliate link should have the label, but doesn't need a business partner tagged
  • The label reads Paid partnership with, followed by the partner's name. If the post is boosted, an Ad label appears, as with any other ad

Sources: Instagram Help Centre: About branded content on Instagram, checked 15 October 2026; Instagram Help Centre: Get started with branded content on Instagram, checked 15 October 2026; Instagram Help Centre: About labels on paid partnership posts, checked 15 October 2026

How do you turn on branded content tools?

You must follow Meta's Branded Content Policies, meet its eligibility requirements and stay within its Community Standards and Content Monetisation Policies. The label can only be added in the Instagram mobile app.

  1. In the Instagram app, go to your profile.
  2. Tap Menu in the top right.
  3. Tap Business tools and controls or Creator tools and controls.
  4. Tap Branded content.
  5. Tap Set up branded content tools.
  6. If you're eligible, tap Enable. If you're not, you can request a review.

Sources: Instagram Help Centre: Get started with branded content on Instagram, checked 15 October 2026; Instagram Help Centre: How to use the paid partnership label to tag organic branded content on Instagram, checked 15 October 2026

How do you tag a brand in a post or reel?

  1. Select your photo or video, add a caption, effects and filters, then tap Next.
  2. Tap More options.
  3. For a post, select Partnership label and ads below Ads and monetisation. For a reel, tap Add paid partnership label.
  4. Turn on the Add paid partnership label toggle.
  5. Tap Add brands manually or Add a brand from a project, and add up to two brands.
  6. Optionally turn on Allow brand partner to boost, so the brand can run ads with your content.
  7. Tap Done, then share.
  • Your brand partner must have a professional account
  • If you add more than one brand, the post can't be boosted
  • You can still edit posts, stories and reels after tagging a brand

Source: Instagram Help Centre: How to use the paid partnership label to tag organic branded content on Instagram, checked 15 October 2026

How do you tag a brand in a story?

Instagram also lets you disclose partnerships in live videos and broadcast channel messages.

  1. Choose your photo or video.
  2. Tap the tag icon at the top of the screen.
  3. Turn on Add paid partnership label.
  4. Tap Add brands manually or Add a brand from a project, and add up to two brands.
  5. Optionally turn on Allow brand partner to boost.
  6. Tap Done.

Source: Instagram Help Centre: How to use the paid partnership label to tag organic branded content on Instagram, checked 15 October 2026

How does a business approve creators and see results?

  1. In the Instagram app, go to your business profile.
  2. Tap Menu in the top right.
  3. Tap Business tools and controls, then Branded content.
  4. Turn on Manually approve content creators.
  5. Tap Approved content creators, then search for and select the creator's handle.
  • The first time a creator tags you, you get a request. Until you approve, the label shows without your name
  • If you decline, the label is removed from their content
  • Once published, you're notified and can see the content's insights
  • For feed posts you see reach and engagement. For stories you have a 14-day window to see reach, taps forward, taps back, replies and exits
  • In Meta Business Suite, go to All tools, then Insights below Analyse and report

Sources: Instagram Help Centre: Give a creator permission to tag your business in branded content, checked 15 October 2026; Instagram Help Centre: How to use the paid partnership label to tag organic branded content on Instagram, checked 15 October 2026; Instagram Help Centre: View branded content insights, checked 15 October 2026

Why can't you add the paid partnership label?

  • You're on a computer. The label is only in the Instagram mobile app
  • Branded content tools aren't turned on. Set them up first, or request a review if you're not eligible
  • The brand can't be found. It needs a professional Instagram account
  • The brand's name is missing from the label. It hasn't approved your request yet
  • The label disappeared. The brand declined; check you tagged the right account and contact them
  • Your post can't be boosted. Posts with more than one brand partner can't be

Sources: Instagram Help Centre: How to use the paid partnership label to tag organic branded content on Instagram, checked 15 October 2026; Instagram Help Centre: Get started with branded content on Instagram, checked 15 October 2026

Your own posts, alongside the partnerships

Disclosure: this is our product. Creators can cover one launch; your own account needs posts every week. Zolyp plans, writes and designs your Instagram posts and publishes them once you approve. There's a 3-day free trial, no card required.

Common questions

Do I need the paid partnership label for free products?

Yes. Meta counts products and services gifted for free as compensation, so the content is branded content and needs the label.

How many brands can I tag with the paid partnership label?

Up to two. If you tag more than one, the post can't be boosted.

Can a personal account use the paid partnership label?

Meta's policies require anyone, including personal accounts, to tag business partners in branded content. The setup steps are under Business or Creator tools and controls.

Can the brand see insights on my paid partnership post?

Yes. Once the content is published, the tagged brand gets a notification and access to its insights. Removing the brand stops that access.

What's the difference between a paid partnership and a collab post?

The paid partnership label discloses that a brand paid or gifted you. A collab post shares one post between two accounts and isn't a disclosure label.

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