Below, @lucyedendesign teamed up with cuba b2b leads @adobeexpress to create a short film featuring the design app. The creator positioned content for other designers, highlighting how Adobe Express helped her develop templates and collaborate with clients. The short film shows a demo of the design app and includes a call-to-action (CTA) encouraging viewers to get started for free.
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Below, the @nicedbynoto reel showcases a paid collaboration with @tryhopscotch. The short video walks followers through how to use the payment platform, and the caption highlights key benefits for freelancers. Reels’ CTA invites followers to try the platform for free using a unique link in the creator’s bio.
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Why should you go further into paid partnerships? In most cases, the influencer drives the creative aspect, but the brand often provides input on the concept and messaging. Your team might even provide influencers with valuable talking points, hashtags, promo codes, and unique URLs to use in campaign content. In other words, this form of collaboration is most likely to produce content that aligns with your business goals, making it ideal for advertising campaigns.
Note that using paid partnerships in Instagram advertising is nothing new. Now that Instagram allows brands to promote several new types of content (see below), you may want to rethink your ad’s mix of user-generated content.
Unlike paid collaborations, Instagram collaborations don’t include compensation or freebies. Instead, they involve working together with brand partners to achieve a common goal, often in a way that provides similar value to the brand and creator.