Instagram has launched a new feature called Testimonials, enabling creators to monetize their product endorsements through written comments on brand social media posts and advertisements. This addition to Meta's Partnership Ads aims to formalize a practice that is already prevalent across social media platforms.

The move comes as many brands have been leveraging paid commenters or incentivizing customers to leave positive reviews, making it challenging for users to distinguish between genuine customer feedback and astroturfing. By introducing a way for creators to self-identify as paid promoters, Instagram hopes to increase transparency and elevate the brand's reception among the creator's followers.

According to Meta, a significant 40% of people currently use creator recommendations on Instagram when shopping. The new Testimonials feature builds upon the existing Partnership Ads, which have allowed creators to partner with brands through branded content with a paid partnership label and collab posts featuring both the creator and brand's handles.

With Testimonials, creators can write short messages (under 125 characters) that tie back to the brand's campaign or product, sending them to the brand for attachment to the correct ad. These testimonials will be pinned to the top of the comments section on the Instagram post, increasing visibility for the comments and creators behind them.

Creators will also be able to track their testimonials and other Partnership Ads under their Creator Settings on the app, providing them with insights into how their content is being used and the option to remove their content if needed. This added layer of transparency and control is expected to promote authenticity and trust between creators, brands, and users.

The introduction of Testimonials marks a significant step towards formalizing the creator-brand partnership landscape on Instagram. By acknowledging the influence of creator recommendations and providing a clear framework for monetization, Meta is poised to further solidify Instagram's position as a key platform for social commerce and influencer marketing.

As the digital marketing landscape continues to evolve, the success of Instagram's Testimonials feature will be closely watched by industry observers. If effective, it could pave the way for similar innovations across other social media platforms, ultimately reshaping the way brands and creators collaborate and interact with users.