Instagram Adds Text-Only Testimonials to Partnership Ads

Overview

• Instagram Launches Text-Only Testimonials to Partnership Ads 
• These are bite-sized endorsements that appear directly in the comments, allowing creators to share impactful reviews without creating an entirely new post or video.
• Key Features include increased credibility for brands & better opportunities for influencers
• House of Marketer‘s Insights on what this program means for creators and marketers.

Instagram is redefining brand collaborations with its latest update—introducing text-only testimonials in Partnership Ads. This feature enhances authenticity and trust, giving creators a new way to influence purchase decisions.

Instagram’s data shows that over 40% of shoppers rely on creator recommendations when making purchase decisions. This update ensures that influencer trust translates directly into conversions by embedding testimonials inside paid ads 

What are Partnership Ads?

A Partnership Ad is a branded content post created in collaboration between a brand and a creator. They allow brands to turn creator collaborations into targeted ads—keeping the creator’s handle and original content intact.

This is not the same as organic branded content. In the former, you post the content with a paid partnership label and it gets distributed just like any other post. With a partnership ad, the brand pays to show it to even more people.

Instagram is taking authenticity a step further by introducing text-only testimonials in Partnership Ads. 

These are bite-sized endorsements that appear directly in the comments, allowing creators to share impactful reviews without creating an entirely new post or video.

This makes brand advocacy more natural and organic.

Key Features of Text-Only Testimonials

• Short & Concise: Testimonials are limited to 125 characters, requiring creators to keep their endorsements brief and impactful.
• One Testimonial Per Post: Brands can only include one testimonial comment per Partnership post at this stage.
• Seamless Integration: These testimonials are embedded within paid ads, making influencer endorsements feel more natural and engaging.

Let’s take a closer look at how these Partnership Ads offer new opportunities for creators and marketers alike.

How Partnership Ads Benefit Creators & Marketers

The addition of testimonials is a win for marketers in several ways:

• Boost Brand Credibility: Testimonials from trusted creators offer an added layer of social proof, reinforcing consumer confidence.
• Expand Your Reach Efficiently: With paid amplification, businesses can push creator-generated content beyond their organic following.
• Enhance Engagement: Consumers engage more with content that feels authentic. Authenticity is a non-intrusive way to build engagement and trust.

How to Create Partnership Ads

Once you’ve established the details with your creator, the next steps are…

Step 1: Create Engaging Content

The creator develops an original photo or video that aligns with the brand’s content requirements.

Step 2: Brand Approval & Submission

Once the brand approves the content, the creator sends it over for final submission.

Step 3: Upload to Ads Manager

The brand uploads the final product into Ads Manager, where it becomes a Partnership Ad with the option to integrate testimonials for added credibility.

Instagram x Influencer Marketing

Influencer marketing has evolved from a niche strategy to a critical pillar of digital advertising, and in 2025, its impact is stronger than ever. With social media platforms becoming the new storefronts, consumers are increasingly turning to influencers for product recommendations, making traditional advertising methods less effective on their own. Instead, authenticity and relatability have become the driving forces behind successful marketing campaigns, and influencers are at the heart of this transformation.

Instagram, as one of the leading platforms for influencer marketing, continues to refine its tools to help brands and creators collaborate more effectively. The introduction of text-only testimonials in Partnership Ads is a reflection of this shift, allowing brands to leverage creator endorsements in a way that feels organic and seamlessly integrated into their advertising strategies.

Brands that invest in strategic influencer partnerships not only gain visibility but also cultivate deeper relationships with their target audiences. Studies show that 80% of consumers trust recommendations from influencers as much as those from friends or family, reinforcing the power of social proof in purchasing decisions. As consumer behaviors continue to favor influencer-driven content over traditional ads, businesses that fail to adapt risk falling behind.

For companies looking to harness the full potential of influencer marketing, platforms like Instagram are continuously updating—and the introduction of text-only testimonials in Partnership Ads is just one example of how the industry is evolving to meet the needs of brands and creators alike.

House of Marketers’ Insights

At House of Marketers, we recognise this update as a significant step toward bridging the gap between creators and brands.

This update also positions Instagram as a competitive alternative for creators in light of TikTok’s uncertain future in the US.

Furthermore, it also aligns with Meta’s broader push to retain and attract top creators. With the introduction of initiatives like The Breakthrough Bonus Program, Instagram is strategically positioning itself as the go-to platform for influencer-driven brand growth. 

These changes highlight Meta’s commitment to enhancing creator monetisation and fostering brand collaborations

Instagram’s latest update is redefining influencer marketing—are you ready to leverage it for your brand? 

At House of Marketers, we specialise in data-driven performance marketing strategies that maximise reach and engagement. Let’s craft a campaign that delivers real results. Contact House of Marketers team today.