How to Find Sponsored Posts on Instagram

Finding examples of sponsored posts on Instagram is one of the smartest things you can do, whether you're a creator looking for inspiration or a brand sizing up the competition. This guide breaks down several simple and effective methods for discovering sponsored content, from using Instagram’s own tools to mastering smart search techniques.

Why Bother Looking for Sponsored Posts?

Before getting into the "how," let's quickly touch on the "why." Understanding the purpose behind your search helps you focus your efforts and get more out of the examples you find.

For Creators and Influencers:

• Gathering Inspiration: See how other creators in your niche integrate brands into their content authentically. Pay attention to their caption writing, calls to action (CTAs), and content formats (Reels, Carousels, Stories).
• Finding Brands to Pitch: When you see a sponsored post, you've found a brand that is actively spending money on influencer marketing. This is a qualified lead. If they're partnering with creators similar to you, they might be open to a pitch.
• Understanding Market Rates: While you won't see the price tag, observing the quality and scale of campaigns can give you clues about brand budgets. A big production with a top-tier creator signals a much larger budget than a simple post from a micro-influencer.

For Brands and Marketers:

• Competitor Analysis: Keep an eye on which influencers your competitors are working with, what kind of campaigns they're running, and the messaging behind their partnerships. This is invaluable intelligence.
• Finding Potential Partners: Discover creators who are already skilled at producing high-quality sponsored content in your industry. Seeing their past work is like reviewing a portfolio, it shows you their style and how their audience responds to paid promotions.
• Spotting Industry Trends: Notice what types of sponsored content are gaining traction. Are brands leaning into authentic, low-fi Reels? Are elaborate, cinematic videos the norm? This helps you stay current with your own marketing strategy.

Method 1: Using Instagram's Built-in Features

Instagram has tools designed for transparency that are incredibly useful for research. If you know where to look, the platform itself will show you exactly what's being promoted.

The "Paid Partnership" Label

Thanks to advertising regulations, creators must disclose when their content is sponsored. The most official way to do this is by using Instagram's "Paid Partnership" label, which appears directly under the creator's username on a post or Reel.

This label is a goldmine. It's a non-negotiable, clear-as-day signal that money has changed hands. When you're scrolling your feed, keep your eyes peeled for it. The more sponsored content you interact with (even just by pausing to watch), the more the Instagram algorithm will start showing you similar posts, building a research feed for you organically.

Action Tip: When you see a post with the "Paid Partnership" label, tap on the brand's name. This simple action can sometimes reveal more about the campaign and direct you straight to the sponsor's profile.

The Meta Ad Library

This is the most powerful tool on the list, yet so many people don't know it exists. The Meta Ad Library is a publicly available, searchable database of all ads currently running on Meta platforms, including Instagram.

Sponsored posts from influencers that are boosted as ads will appear here, giving you a direct look at what brands are pushing with paid spend. It's completely free to use and provides unparalleled transparency.

Here’s a quick step-by-step guide to using it:

1. Go to the Meta Ad Library website. A simple search for "Meta Ad Library" will bring it right up.
2. Choose your country and Ad Category. For most searches, you'll select "All Ads" for the category.
3. Use the search bar. This is where the magic happens. You can search by an advertiser's name (e.g., "Nike" or a smaller competitor in your space) or by keywords relevant to your niche (e.g., "meal delivery service," "travel luggage," "skincare serum").
4. Filter your results. After searching, use the filters to narrow your focus. The most important filter here is "Platform." Uncheck everything except for "Instagram" to see only Instagram placements. You can also filter by media type (image, video, etc.) and date range.

You can now scroll through all the active ads matching your criteria. Pay close attention to the creative (the image or video), the ad copy, and the CTA button ("Shop Now," "Learn More," etc.). This tool gives you a direct look into the paid strategies of any brand on the platform.

Method 2: Smart Searches and Hashtag Spotting

If the official route doesn't give you what you need, you can fall back on some clever detective work using Instagram's search functions.

Mastering Disclosure Hashtags

Besides the "Paid Partnership" label, the other common way creators disclose a sponsorship is through hashtags. Because disclosure is mandatory, these hashtags are easy to find and search for.

Here are some of the most common ones to search for:

• #ad
• #sponsored
• #sponsoredpost
• #[brand]partner (ex: #starbuckspartner)
• #gifted (for campaigns where product was the only compensation)
• #ambassador or #[brand]ambassador

Action Tip: Don't just search for a hashtag and scroll the "Top" results. Tap over to the "Recent" tab to see a real-time feed of sponsored posts as they go live. You can also combine a hashtag with a keyword in the search bar (e.g., "#ad skincare") to zero in on your niche.

Using Strategic Keyword Searches

Instagram's search functionality has evolved beyond just accounts and hashtags. It now scans captions for keywords, which you can use to your advantage. Think about the common phrases creators use when announcing a partnership. People often use similar language to sound natural and a little less "salesy."

Try searching for phrases like:

• "teamed up with @[BrandName]"
• "so excited to partner with"
• "thanks to my friends at @[BrandName]"
• "You can use my discount code"
• "link in my bio to shop"

This method requires a little more digging, but it can uncover posts that don't use the standard #ad or #sponsored hashtags, giving you a more complete picture of the landscape.

Method 3: Follow the Trail from Top Accounts

Instead of searching broadly, you can get hyper-targeted by looking at specific creator and brand profiles.

Study Creators in Your Niche

Identify 10-15 creators in your niche whose content and career trajectory you admire. Go directly to their profiles and start scrolling. Meticulously look for the "Paid Partnership" label and disclosure hashtags in their posts, Reels, and even their Story Highlights if they save their campaigns there.

This is incredibly focused research. It tells you which exact brands are partnering with creators of a certain size, aesthetic, and audience in your specific field. It moves from general research to targeted, actionable intelligence.

Reverse-Engineer from Brands

This is the flip side of the previous method. Instead of starting with the creator, start with a brand you'd love to work with or a competitor you want to analyze.

Here's how to do it:

1. Navigate to the brand's Instagram profile.
2. Tap on their "Tagged" tab (the icon with a person inside a box).

This tab is a public feed of all the content the brand has been tagged in. While it will have customer photos, it will almost always be filled with posts from influencers they've partnered with. Brands are almost always tagged in sponsored content, making this tab an organized portfolio of their past and current influencer campaigns.

What to Do Once You Find a Sponsored Post

Finding posts is only the first step. The real value comes from analyzing them. For every sponsored post you find that catches your eye, take a moment to break down what makes it work (or not work).

Consider these questions:

• Brand-Creator Fit: Does this partnership feel authentic? Does the creator's personality align with the brand's image?
• Content Format: Is it a funny Reel, an aesthetic photo carousel, or an informative tutorial? Why did they choose that format for this specific product or message?
• Call to Action: What is the creator asking their audience to do? Is the CTA clear and compelling? (e.g., "Use my code FANCY for 15% off," "Swipe up to download the app").
• Caption and Storytelling: How is the creator weaving their personal story or experience in with the brand's message? Great sponsored content often doesn't feel like an ad because it's wrapped in a compelling narrative.
• Audience Reception: Read the comments. Are people excited? Are they asking questions about the product? Or are they complaining that it's another ad? The audience's reaction is the ultimate measure of success.

Final Thoughts

Finding sponsored posts on Instagram is a valuable research skill that you can master by consistently using built-in features like the Meta Ad Library, searching relevant hashtags, and paying close attention to specific brands and creators in your space. These examples provide the blueprint for what works, what doesn't, and where the opportunities are.

Once you've gathered all this inspiration, the next step is to put it into action by planning your own content. That’s actually why we built Postbase. We realized that after finding great ideas, the biggest hurdle was organizing them into a coherent plan, especially across different platforms. We wanted a clean, modern tool with a visual calendar to map out our campaigns without getting bogged down in spreadsheets, and that was great at handling today's formats, like Reels and Stories. It’s all about turning brilliant ideas into a real, reliable content schedule that actually works.