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Testing new messaging to correct creators’ misconceptions about the paid partnership label and drive adoption.
Instagram requires creators to use the paid partnership label to disclose branded content (content that they’re getting compensated for by a brand), so that creators are transparent with their audience, and so that Instagram is compliant with content policies and commitments to regulators. It also allows Instagram to improve the content’s reach, by showing it to more relevant audiences. But creators have been hesitant to use the label. They have the misconception that using it results in 'down ranking' their content. I ran a content experiment to test new messaging, highlighting different value props to see which would most resonate with creators.
Identified the opportunity to update content and messaging to better reflect the value of the paid partnership label feature.
Workshopped and wrote several updated messages centred on different value props to be used in A/B testing.
Worked closely with my engineering partner to monitor the results of the experiment and ship the messaging that performed best.
We used an existing message dialog that was being sent to creators, asking them to add the PPL when we detected branded content. The nudge was triggered when a creator included certain words such as #ad or #sponsored in the caption. But it was mostly ignored. By testing new content with different value props against the original dialog, we were able to determine the most effective messaging and increase the number of people selecting to add the PPL.
74% tap No, and share the post without the label.
24% tap Yes, opening the Add PPL flow.
2% tap Review Branded Content Policies.
Original messaging
Four candidate value props tested against the original messaging.
