What extra data does the tag give brands?

On platforms like Instagram, tagging a brand as a paid partner lets that brand see the post's reach, impressions, and engagement directly through its own account, without relying on the creator for screenshots.

← Glossary

Influencer Marketing

Paid Partnership

Any collaboration where a brand compensates a creator with money, product, or other value in exchange for promotion, and which the platform flags with a paid-partnership label.

What it means

'Paid partnership' names both any compensated creator collaboration in general, and, on platforms like Instagram and TikTok, a specific built-in tag creators attach to a post to disclose the relationship automatically. Using the tag gives the brand visibility into performance data it wouldn't otherwise access, and covers part of the disclosure requirement along with a written or spoken mention.

Examples

•An Instagram Reel tagged 'Paid partnership with [Brand]' at the top of the post.
•A brand gets access to a post's performance insights because it was tagged as a paid partnership.
•A creator uses the tag even for a product-only exchange, since free product still counts as compensation.

Use cases

•Any sponsored content on a platform that offers a native paid-partnership tool.
•Giving brands direct access to campaign performance data without screenshots from the creator.
•Meeting part of FTC disclosure requirements along with a caption disclosure.

Why it matters

Using the native paid-partnership label, instead of relying only on a hashtag, improves transparency with the audience and gives brands better first-party data to evaluate the deal.

Common questions

The FTC recommends pairing it with a clear disclosure in the caption or spoken content. The tag alone may not be prominent enough for everyone to notice.