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Instagram and affiliate: the major platforms make a move.

Instagram has announced a new native affiliate program, which it plans to launch in the coming months. According to a post on Instgram’s “Creators” account, creators will have the ability -- all within Instagram -- to tag the exact products they are featuring in their content and earn commission on any sales they drive from that content.

The tool, which will work on top of the platform’s existing shopping products, will initially be tested with a small group of U.S.-based creators, including Benefit, Kopari, MAC, Pat McGrath Labs and Sephora. The process will allow creators to sign up for the affiliate program and choose from products to add to their post. If their followers make a purchase through the post, the creator will get a commission.

Affiliate posts will be marked by the words “eligible for commission” when featuring a tagged product, Instagram said in a recent blog post.

The hope, at least among many in affiliate marketing, is that the tool will help introduce influencers to affiliate marketing, while streamlining the process and expanding the top of the funnel.

Previously, certain creators and influencers tagged products from brands, though that often involved a paid partnership. The new tool could open up a greater opportunity for creators to find new products and for brands to drive commerce on Instagram with the benefit of affiliate’s ROI.

Still, it remains to be seen how the tool will expand to other creators and how brands will be able to control who is promoting their products.

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