Instagram will now allow advertisers to put more "influence" ads in your feed.

Facebook introduces a change that will allow advertisers to promote publications by "influencers" or users working with brands to promote services or products. This will expand the reach of these "branded" messages beyond influencer monitoring alone. And for consumers, this means that you will probably see sponsored publications soon for influencers you do not follow.

Instagram announced the change in a blog Tuesday. This comes after the platform discussed the upcoming update earlier this year at an event bringing together companies and influencers and said it was testing ads since the beginning of the year. last year, Ad Age announced in March.

The change comes as brands attempt to reach consumers in a natural and unobtrusive way.

When branded ads appear in the Instagram feed or in articles, other users will see a "paid partnership with" tag on the message. The company said that branded content ads in the feed will be available to all advertisers in the "coming weeks" and for "coming months" articles.

A quote from the blog post of Liat Weingarten, vice president of brand communications at Old Navy, indicates that the organic reach of "reliable sources that have credibility" has become "increasingly limited" .

"Promoting content directly from the nickname of an influencer inherently confers on the publication more authenticity than the one coming from a nickname, and we are seeing significantly higher engagement rates with this strategy, "wrote Weingarten.

But even if a job has a broader reach, brands still need to trust each other in a space where consumers are wary of the miracle benefits of ubiquitous health supplements and weight loss teas on the platform. A study published in May by the UM news agency indicates that 4% of those surveyed think that three-quarters or more of the information they get from influencers is true.

David Shadpour, CEO and founder of the Social Native Brand content platform, said in an email that he expects branded content ads to be effective in the beginning because they constitute a new type of content in the feed.

"However, over time, their impact will diminish as excessive saturation will cause users to disable them, as they have learned with brand ads." In the future, we might even see a tipping point "ads will exceed organic content, food, resulting in a decrease in the value of the platform for consumers," he said.

He added that this would give brands more control over their marketing strategy of influence and would give more metrics to evaluate the ROI of collaboration with these influencers.

"Influence marketing has already gained ground, and brands can now expand the reach and engagement of influential publications to reach new target audiences. The disadvantage is that Publications reach people who have not actively chosen to follow as influencers, having similar interests, "he said.