Instagram’s parent company, Meta, has rolled out a fresh feature called Testimonials, giving creators a new way to make money. Now, creators can write short product endorsements—up to 125 characters—and pin them as comments on brand posts or ads, including Feed posts and Reels.
Here’s how it works: Brands team up with creators who qualify under Meta’s rules. Deals and payments happen off Instagram, but once agreed, the creator’s endorsement gets pinned to the top of a post, making it stand out. This builds on Instagram’s existing tools like Partnership Ads and branded content tags, blending smoothly into what’s already there.
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Meta says 40% of Instagram users now trust creators when deciding what to buy. With Testimonials, creators get more control—they can track how their endorsements are used via Creator Settings and even pull them if they change their mind. Creators send their short reviews straight to brands, who then weave them into their ads.
This comes after Meta shut down a different program in January that let creators earn from ads between their profile content. Meanwhile, experts at EMARKETER predict Instagram will bring in over half of Meta’s U.S. ad cash in 2025—a huge jump from just 7.7% ten years ago.
In short, Instagram’s betting big on creators to keep its ad game strong.
