Instagram’s new Testimonials feature lets creators get paid for endorsing products—right in the comments section of an ad.
Yes, brands have been using paid commenters for years.
But now? It’s official.
Here’s how it works:
A creator writes a short testimonial (under 125 characters).
The brand attaches it to their ad.
It gets pinned to the top of the comments section.
The goal? More authenticity and transparency in influencer marketing.
But will it work?
It gives creators more monetization options.
It makes endorsements more visible.
It forces creators to risk their reputation on every product they promote.
The challenge?
Consumers already struggle to tell genuine reviews from paid ones.
Meta says 40% of people use creator recommendations when shopping on Instagram.
With this update, that number could grow fast.