Meta has unveiled a new feature within its Partnership Ads program that allows Instagram creators to earn money by endorsing products through written recommendations.
The addition, called ‘Testimonials,’ was announced on Thursday and aims to formalize a common practice in digital marketing.
The feature enables creators to submit brief endorsements—under 125 characters—which brands can then attach to their ads or posts. These testimonials will be pinned at the top of the comments section, increasing their visibility.
This initiative is designed to add a layer of transparency to influencer marketing. Currently, many brands incentivize customers to leave positive reviews, making it difficult for shoppers to differentiate genuine feedback from promotional content. By allowing creators to clearly identify themselves as paid promoters, Instagram aims to maintain authenticity while reinforcing brand credibility.
Meta highlights that 40% of Instagram users rely on creator recommendations when making purchase decisions. Previously, Partnership Ads included branded content with a paid partnership label and collab posts featuring both the creator’s and brand’s handles. Testimonials now provide another avenue for influencers to engage in advertising while retaining control over their endorsements.
Creators can track their testimonials and other Partnership Ads through their Creator Settings on Instagram. They also have the option to remove their endorsements if necessary, ensuring they maintain control over their online presence and credibility.
