Instagram is giving brands a new option to manage its outreach. At the same time, the platform aims to protect its younger audiences. Last 13 August 2020, it adopted new authenticity measures. This includes confirming identity and location. Today, Instagram adds age-gate to branded content.
The age-gate option allows brands to set a minimum age requirement for the following:
- Profile Page. Setting a minimum age requirement on a business account.
- Individual Posts. Setting a minimum age requirement for an Instagram post.
- Content Per Location. Setting a minimum age requirement for an Instagram post per location.
The minimum age requirement restricts access of users whose ages don’t fall on the set prerequisite. This aims to protect younger audiences from harmful and irrelevant Instagram content. At the same time, it’s a new opportunity for brands to segment their outreach.
Instagram adds age-gate to branded content on 19 October 2020.
Implications for Marketers:
Instagram’s age-gate to branded content is an ethical move to protect the younger generation. Marketers can grab this new feature to segment their campaign. It may limit an ads exposure but it can strengthen conversion. Promoting products to the right audience based on age increases the likelihood of getting a sale. Specific regulatory categories are already enforced in the platform. These include products like alcohol, financial matters, and OT drugs. The new age-gate option allows brands to maximize promotions while following legal restrictions.