Paid Partnership Tag is here in Singapore!

Now with celebrities and top influencers but soon, everyone

#Sponsored #Ad – These are some of the ways influencers used to specify that their Instagram posts are being paid for by brands that they work with. While the earlier hashtags are straightforward, #Partners and #Ambassadors can be rather difficult to determine if the content has been reimbursed.

That’s when paid partnership tags came in a few months back. These tags are being used by influencers to officially declare the monetary contract/ remunerated relationship involved for their Instagram content. The tags are located directly under the username, together with the geo-tag. The same tags can be used in Instagram stories, imagery and video posts.

The first test of paid partnership tags was rolled out to a selected group of top influencers like @DavidBeckham, @SongOfStyle, @NewYorkCity, and @ImJennim.

This year, consumer protection bodies in the UK and US are increasing their crackdown on Instagram influencers who are not indicating their paid contracts with brands. What started it all was most likely the Kardashian sisters who failed to disclose that certain posts on their social media were advertisements. Right now, the Federal Trade Commission is keeping a close watch and have sent several letters to influencers and marketers to make the appropriate declaration.

As a step to bring transparency and consistency to Branded Content for creators (celebrities, influencers, public figures, publishers) and business partners, we foresee that this feature will soon become mandatory for all paid content on Instagram.



Singapore may be small but we’re definitely quick in picking up the latest trends – even for the adoption of paid partnership tags on Instagram. Just roughly 3 months since the first test of the tags, we are already seeing some of our top celebrities and influencers using these tags to disclose their compensated collaboration with brands.

Right now, we only see these celebrities and top influencers using the tags but we will definitely see this being rolled out and used more frequently in the near future, in Singapore, and around the world. While some rejoice over the clarity, some may find that the tags are too “obvious” and may dilute the quality of the content.

For the latter, we beg to differ.

The extra clarity not only gives the audience more certainty in the content, it gives added assurance and credits to both the brands and influencers who co-created the post seen. Now, the task is on brands and influencers to better understand their audience and continuously improve the quality of their content.

We are in full support of the paid partnership tags. Afterall, influencer marketing, just like any other form of marketing, builds on transparency and credibility in order to build a long lasting relationship with the end consumers. 

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