Digital Marketing News

Instagram: Adds New, Post-Level Age-Gate Tool for Branded Content

As usual, Instagram looks forward to adding more tools to help the user and brands. Hence, Instagram is looking to add another level of protection for brands and users and this is by enabling businesses to set minimum age requirements for branded content.

Check the screenshot below for further information about Instagram’s new branded content tool.

Check Instagram's Branded Content Tool 2020 | DMC

As obvious in these new settings, Instagram creators can already set a minimum age requirement for their entire profile, however, they’ll now also be able to establish age restrictions for individual posts.

As explained by Instagram about the branded content tool: “Businesses and creators can now set a minimum age for their branded content feed posts on Instagram. They can set a default minimum age or a minimum age for specific countries, or a combination of both.”

That will be definitely helpful for brands that look to promote products in different regions, where age restrictions in different product categories vary.

For sure, there are overarching age restrictions already in place for certain product types. Alcohol, over the counter drugs, financial advice, etc. all come under specific regulative categories on the social media platform, which already limit such promotions.

Additionally, the new process will add another way to control the same, and ensure that you’re adhering to legal requirements while maximizing your promotions.

Instagram’s New Branded Content Tool

Instagram’s been moving to develop its age requirements to protect younger users after different reports suggested that young people were unconsciously sharing their personal contact information in the app.

However, back in December 2019, Instagram added new-age checks in the account creation process, while it also began testing with minimum age checks for business accounts to stop younger users from sharing contact information in an effort to get the added insights available on business profiles.

Not only that but also a report released last year, suggest that there are more than two million 12-15-year-old Instagram users currently have their phone and/or email information publicly listed on the social media platform, and this is obviously a great concern for the app.

For the importance of this matter, the branded content tool will provide more options to limit exposures, besides protecting younger audiences, moreover, it will give brands another tool to manage their outreach.

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