Instagram Introduces Text-Only Testimonials in Partnership Ads

Instagram is expanding its Partnership Ads by introducing a new feature that allows brands to display creator endorsements as sponsored comments within a post’s comment section.

The feature, called Partnership Testimonials, provides a new way for creators to support brand collaborations with quick, text-based recommendations. These endorsements will be limited to 125 characters and will appear as a “Sponsored” comment under the post. Additionally, the post header will continue to include the usual Partnership Ad label to indicate the collaboration.

According to Instagram, creator recommendations play a significant role in shopping decisions on the platform. The company reports that 40% of users rely on influencer endorsements when making purchases, suggesting that these testimonials could help drive engagement and conversions for brands.

While the addition of sponsored comments offers a low-effort way for creators to boost brand visibility, its effectiveness may depend on whether users actively check post comments. Compared to more prominent creator endorsements, such as Reels or dedicated posts, these text-only testimonials may be less noticeable. However, for brands and creators looking for a lightweight promotional tool, this feature could provide an additional revenue stream and an easy way to strengthen influencer partnerships.

At this stage, only one testimonial comment per Partnership post will be allowed, keeping the endorsements concise and controlled. Instagram continues to refine its advertising tools, offering brands new ways to leverage influencer marketing without requiring full-scale content production.