Meta has introduced Testimonials, a new advertising format on Instagram that enables creators to monetize product endorsements through pinned comments on brand posts and advertisements. 

The feature allows creators to post written endorsements of up to 125 characters on both Feed posts and Reels content.

Platform Integration and Implementation 

According to Meta’s blog post, brands can collaborate with eligible creators who meet the company’s criteria, with negotiations and payments occurring outside the platform. 

Testimonials appear as pinned comments at the top of posts, increasing visibility for both the endorsement and creator. 

The system integrates with existing Partnership Ads frameworks, complementing current options such as branded content and collaborative posts with paid partnership labels.

Source: Creators

Creator Control and Transparency 

Meta reports that 40% of Instagram users now rely on creator recommendations for shopping decisions. 

The new format provides creators with tracking capabilities through Creator Settings, allowing them to monitor content usage and retain the right to withdraw their testimonials. 

Creators submit endorsements directly to brands, incorporating them into their advertising campaigns.

In January, Meta confirmed it was shutting down a program that allowed creators to earn revenue from advertisements placed between content on their Instagram profiles. 

According to a recent EMARKETER forecast, Instagram’s share of Meta’s U.S. advertising revenue will exceed 50% for the first time in 2025, marking a sevenfold increase from its 7.7% contribution a decade ago.