Instagram’s recently launched Testimonials feature enables brands to pay creators for sponsored comments, tapping into the platform’s engagement potential while offering new monetization opportunities for influencers.

Driving Conversions

According to an EMARKETER report, 40% of Instagram users rely on creator recommendations when shopping on the platform. Per a March 2024 survey, creators outperform brands in driving purchases, with 49.5% of U.S. social shoppers influenced by creator recommendations compared to 44% influenced by brands directly.

“Comments are one of the last remaining spaces that have an aura of authenticity,” Sara Wilson, founder of community strategy consultancy SW Projects, said in a statement, adding that this authenticity becomes increasingly valuable as feeds become saturated with sponsored content.

Low-Barrier Entry for Brand Partnerships

The Testimonials feature offers a streamlined alternative to traditional video content, which often involves higher costs and longer approval processes.

“It’s a clever option for brands looking to stay visible when a full-scale creator campaign isn’t in the cards,” stated Emily Weiner, Manager of Product Monetization at A+E Global Media.

Influencer marketing consultant Lindsey Gamble suggested the feature may attract new marketers to the creator space, particularly luxury brands who can now “get the best of both worlds” by maintaining high-quality product imagery while incorporating endorsements from respected creators.

Expanding Creator Opportunities

The feature opens doors for a different type of influencer – those who generate significant engagement in comment sections despite having smaller main feed followings.

“A creator can create a piece of content and it can be impactful, but it’s the people who comment under the post that really get the conversation going,” explained Tameka Bazile, Senior Social Media Manager at Elevate Labs. “This is an opportunity to come up with a new type of creator and creative.”

Risk Considerations

Despite its potential, the public nature of comments introduces challenges.

“Instagram audiences can be quite hostile, and I think this opens the door to ‘trolling’ and might damage a creator’s reputation,” warned creator Eric Struk.

Wilson emphasized that brands must be strategic about where their presence will be welcomed, noting that comments must “feel organic to the conversation” to avoid overwhelming engagement spaces.

EMARKETER cites a March 2023 YouGov study indicating that nearly half of U.S. adults (49%) consider commenting one of the most preferred features on social media platforms, underscoring this engagement channel’s significance for creators and brands.