Instagram introduces paid testimonials: A new revenue stream for creators

Meta, Instagram’s parent company, has unveiled a fresh addition to its Partnership Ads, known as Testimonials. This feature enables creators to provide written endorsements in the form of comments on sponsored posts and advertisements, giving them a direct avenue to monetize their influence.

This move capitalizes on a practice that has long been prevalent across social media. Many brands already engage in paying individuals to leave positive comments or incentivizing customers to provide favorable reviews. However, the authenticity of such feedback has always been a challenge for consumers attempting to distinguish between genuine endorsements and artificial promotions. By introducing Testimonials, Instagram aims to bring more transparency to influencer marketing while giving brands a powerful new tool to leverage their partnerships with creators.

With the rise of social commerce, consumers are increasingly looking to creators they trust for recommendations. According to Meta, 40% of Instagram users rely on creator endorsements when making purchasing decisions. While traditional Partnership Ads have enabled brands to collaborate with influencers through branded content and co-branded posts, Testimonials introduce a more integrated and organic-looking form of advertisement.

Testimonials allow creators to compose short, under-125-character messages that highlight a brand’s campaign or promote a specific product. These endorsements are then submitted to the brand, which can attach them to the relevant ad. Once approved, the testimonial is pinned to the top of the comments section, ensuring high visibility and greater engagement.

This new format offers a more seamless approach to influencer advertising, as it allows creators to vouch for a product without needing to create dedicated content such as videos or long-form posts. Instead, their endorsements blend naturally into the ad’s comment section, making them feel like organic feedback rather than a traditional advertisement.

For creators, Testimonials present both an opportunity and a challenge. On the one hand, this format provides an additional revenue stream, enabling influencers to be compensated for their influence without the time-consuming effort required for larger sponsorship deals. On the other hand, creators must carefully curate the brands they support, as their reputation is directly tied to their endorsements.

Unlike anonymous or incentivized commenters, creators risk their credibility by openly endorsing a product under their name. If they repeatedly promote low-quality or misleading products, they stand to lose their followers’ trust. As a result, Testimonials introduce a level of accountability that can help distinguish genuine influencer marketing from deceptive advertising practices.

To ensure that creators maintain control over their endorsements, Instagram has integrated Testimonials into the Creator Settings within the app. This feature allows influencers to track their testimonials and other Partnership Ads, providing insights into how their content is being used. Additionally, creators retain the ability to remove their testimonials if they feel that their endorsement is no longer warranted, offering them a safeguard against potential misuse.