How to Add a Paid Partnership Label on Instagram

Working with brands on Instagram is a fantastic way to monetize your content, but it comes with a major responsibility: transparency. The Paid partnership label is Instagram’s official tool for disclosing these collaborations, and using it correctly is non-negotiable for anyone serious about building a trustworthy brand. This guide will walk you through exactly why this label is so important and provide step-by-step instructions on how to add it to your Feed posts, Stories, and Reels.

Why You Must Use the Paid Partnership Label

You might be tempted to just pop #ad into a caption and call it a day, but the official Paid Partnership label offers benefits that a simple hashtag can't match. It’s about more than just following the rules, it’s about building a better, more sustainable creator business.

1. It Builds Trust with Your Audience

Your followers value authenticity. When you’re upfront about a paid collaboration, you’re telling them you have nothing to hide. This transparency builds credibility and strengthens the relationship you have with your community. Hiding a sponsorship or being vague about it can damage your reputation and make your followers feel tricked, which is the fastest way to lose the trust you’ve worked so hard to build. Using the official label is the clearest way to say, "Yes, this is a partnership, but I stand behind this brand and the content I’m creating with them."

2. It’s Required by Law and by Instagram

In many countries, including the United States, disclosure of a paid endorsement isn't just good practice - it's the law. The Federal Trade Commission (FTC) requires influencers and creators to clearly and conspicuously disclose when they have a "material connection" to a brand. This means if you’re getting paid in money or free products, you must let your audience know.

Instagram’s Branded Content Policies reinforce this, stating that creators must use the platform's branded content tools to disclose commercial relationships. Failure to comply can lead to content removal, account restrictions, or even legal trouble. The Paid Partnership label is the platform's approved method of meeting these requirements.

3. It Gives Your Brand Partner Valuable Insights and Control

This is a huge benefit that you can use as a selling point when pitching to brands. When you use the Paid Partnership label, your partner brand gains access to the post's performance metrics directly from their end. They can see reach, impressions, engagement, and other key data without requiring you to screenshot and send reports.

More importantly, you can give them permission to "boost" your post. This allows them to put ad spend behind your content, running it as an ad to a much wider audience. This amplifies your reach and theirs, making the collaboration far more valuable for everyone involved. Some campaigns require this, as it allows brands to create a library of creator-generated ads.

Before You Begin: Get Your Account Ready

To use the Paid Partnership feature, you need to have an Instagram Creator or Business account. If you’re still using a personal account, you’ll need to make the switch. It's free and unlocks a ton of essential tools, including analytics and content labels.

Here’s a quick recap on how to switch:

• Go to your profile and tap the three lines in the top right corner.
• Select Settings and privacy.
• Scroll down to Account type and tools.
• Tap on Switch to professional account and follow the prompts. You’ll choose a category that best describes you (e.g., Digital Creator, Blogger) and select whether you’re a Creator or a Business. For most influencers, "Creator" is the better fit.

Once you’re set up with a professional account, you’re ready to start using the Paid Partnership label.

A Step-by-Step Guide to Adding the Paid Partnership Label

The process is slightly different depending on whether you’re creating a Feed Post, a Reel, or a Story. We'll cover all three right here.

How to Add the Paid Partnership Label to an Instagram Feed Post

For in-feed photos and carousels, you'll add the label in the final steps before publishing.

1. Create your post as usual: Start the process of creating a new post. Select your photo or video, write your caption, add your hashtags, and tag any relevant people or locations.
2. Access Advanced Settings: On the final screen just before you hit "Share," scroll all the way down to the bottom and tap on Advanced settings.
3. Add the Paid Partnership Label: Under the "Branded content" section, toggle on the switch for Add paid partnership label. This will reveal more options.
4. Tag Your Brand Partner: Tap on Add brand partners. You can have up to two partners per post. Use the search bar to find the brand you’re working with and select their account.
5. Allow Brand Partner to Boost (Optional but Recommended): Once you've added the brand, a new toggle will appear below their name: Allow brand partner to boost. Enabling this allows the brand to promote your post as an ad. Most brands will require this, so check your contract and toggle it on if needed.
6. Share Your Post: Go back to the main caption screen and hit Share. Your post will now appear in the feed with the "Paid partnership with [Brand Name]" label right under your username.

How to Add the Paid Partnership Label to an Instagram Story

The process for Stories is also straightforward, part of the usual creative flow.

1. Create your Story: Record your video or upload your image for the Story. Add any stickers, text, or effects you want.
2. Tap the Tag Icon: At the top of the editing screen, tap on the tag icon (the one that looks like a circular smiley face if you add face filters, or just a sticker icon). This is where you find options for location, mentions, and hashtags.
3. Access Advanced Options: You may need to scroll or look for an option that says "Paid partnership." In the latest versions, you'll tap the label for Mention or look for advanced tagging options, represented by dots or a link icon.
4. Add the Paid Partnership Label: Similar to Feed posts, you'll see a toggle for Add paid partnership label. Turn it on.
5. Search and Add Your Brand Partner: Use the search bar to find and select the brand you’re working with.
6. Share Your Story: Once selected, the "Paid partnership" label will appear at the top of your Story, right under your username. You can then share it with your followers.

How to Add the Paid Partnership Label to an Instagram Reel

For Reels, the setting is located in a similar place to Feed posts - the "Advanced settings" menu just before you share.

1. Film and Edit Your Reel: Record and edit your Reel with your desired audio, effects, and text.
2. Proceed to the Sharing Screen: Once you're done editing, tap "Next." This will take you to the final screen where you write your caption, choose a cover photo, and adjust settings.
3. Navigate to Advanced Settings: Scroll down on this screen and find the Advanced settings menu. Tap it.
4. Enable the Paid Partnership Label: Just like with a Feed post, toggle on Add paid partnership label.
5. Tag the Brand and Allow Boosting: Tap Add brand partners to search for and select the company. Then, use the toggle to Allow brand partner to boost your Reel, per your agreement with them.
6. Share Your Reel: Return to the previous screen and tap Share. The Reel will be published with the "Paid partnership" disclosure clearly visible.

Frequently Asked Questions and Common Issues

Even with a clear process, a few snags can pop up. Here are answers to some of the most common questions about the Paid Partnership label.

What if I can't find the brand I'm trying to tag?

If a brand doesn't show up when you search for them, it's typically for one of two reasons:

• They haven't enabled Branded Content tools: Businesses need to enable this feature on their end to be eligible to be tagged in paid partnerships.
• They have creator approvals turned on: Some brands restrict who can tag them. They may need to manually add your account to an "approved creators" list before you can tag them. Reach out to your contact at the brand and ask them to check their Branded Content settings.

Can I add the Paid Partnership label after I’ve published a post?

Yes, but only for Feed posts and Reels. You cannot go back and add the label to an Instagram Story after it has been published. For Feed posts and Reels:

1. Go to the post or Reel you want to edit.
2. Tap the three dots (...) in the top right corner.
3. Select Edit.
4. Right above the image, you'll see an option to Add paid partnership label. Tap it and tag your brand partner.

Because you can’t edit a Story, it’s essential to remember to add the label before posting.

If I use the label, do I still need to use #ad?

From Instagram's perspective, the Paid Partnership label is the official, required method of disclosure. It is designed to be the "clear and conspicuous" disclosure that regulators like the FTC require. Many creators still add #ad, #sponsored, or #gifted to their caption as an extra layer of transparency, and this is generally considered a good habit. You absolutely cannot, however, use only a hashtag and skip the official tool. The Paid Partnership label is the minimum requirement.

Final Thoughts

Properly disclosing your brand collaborations on Instagram isn't just a courtesy, it's a fundamental part of being a professional and responsible creator. Using the "Paid partnership" label protects your reputation, maintains audience trust, fulfills legal requirements, and provides your brand partners with the tools they need to measure and amplify your work together.

Staying organized is critical when managing multiple content deadlines, especially when brand collaborations are involved. That's why we designed Postbase with a clean, visual calendar to help you plan your entire content strategy from one place. You can schedule all your sponsored posts across Instagram, TikTok, and other platforms weeks ahead, see any gaps in your calendar, and ensure every partnership goes live exactly when it's supposed to - giving you more headspace to focus on creating amazing content.