Paid partnership: the label that discloses advertising and unlocks boosting

When active, "Paid partnership with [brand]" appears right below the publisher's name, in a place that does not disappear when the caption gets truncated. That is different from writing "ad" in the caption, where the disclosure competes with the rest of the text and can hide behind the "more" link.

The label does three things at once:

• It handles disclosure. Advertising has to be identifiable as advertising, and this is the platform native way.
• It opens metrics to the brand. The tagged company sees reach, engagement and the other numbers for that piece, without relying on screenshots.
• It enables the ad. It is what lets the brand boost the content out of the creator's profile.

On the final screen before publishing there is an advanced settings option, and inside it the paid partnership label. You switch it on and pick the brand.

Two points that block people daily:

• The brand has to have approved you first. On their side there is a list of creators authorised to tag them. Without being on it, the name does not show up in search.
• The account has to be professional, creator or business. Personal accounts do not have the feature.

You can also add the label to an already published post through the edit menu, which saves the case of a post that went up without it.

The practical rule is simple: if there was compensation, it is advertising. Compensation is not only money. Gifted product, travel, accommodation, exclusive discounts and barter all count.

This holds even when the content is sincere and even when you would have talked about the product for free. What disclosure protects is not your opinion, it is the viewer's right to know a commercial relationship exists.

Check the rules in your own country, because the requirement varies by jurisdiction, and consumer protection bodies and advertising self regulation organisations usually have their own position on how the disclosure must look.

This is the most underrated part. With the label active and permission granted, the brand can run the content as an ad from the creator's profile rather than its own.

The difference matters: the ad carries the name, the face and the credibility of someone the audience already follows, rather than the company's institutional voice. In many niches that changes cost per result meaningfully.

For the creator, the side effect is good: the content stays on their profile accumulating reach and followers while the brand pays for distribution.

• I use the label whenever there was compensation, gifted product included.
• I asked the brand to approve me before trying to tag them.
• My account is professional, not personal.
• I know the label can be added to an already published post.
• I agreed beforehand whether the brand will boost from my profile.