Instagram is rolling out a new ad format called Testimonials, allowing brands to pay creators to leave endorsements in the comment section of their posts. Instead of producing full videos or photo content, creators can now write short, 125-character testimonials as a paid collaboration.

The goal? Make influencer partnerships more seamless by integrating them directly into the conversation. But let’s be real—this has the potential to go south fast. If these paid comments feel inauthentic, consumers will see right through them, and brands risk getting roasted instead of gaining trust.

Via Instagram

What’s Happening?

Instagram’s new Testimonials ad format allows brands to sponsor creator comments, putting short-form paid endorsements directly into post discussions.

• Creators get paid to drop “authentic” comments: Up to 125 characters, designed to look like organic engagement.
• Aimed at reducing content production time: Instead of full campaigns, creators can promote products quickly and frequently.
• Hopes to build trust: By placing influencer recommendations where real conversations happen, Instagram is banking on this feeling more natural than traditional ads.

Sounds smart in theory, but here’s where it could go wrong.

Via VlogUp

How It Affects You

Instagram is betting that people trust recommendations from creators they follow, even in the comments. But there are some big risks here:

• Does a text comment actually add value?
  • We’ve seen comment seeding for years—fake engagement designed to make posts look more popular than they really are. How is this any different? If people catch on that brands are paying for comment sections to be filled with fluff, this could hurt credibility more than it helps.
• The Timing Couldn’t Be Worse
  • Right now, we’re seeing retail strikes, consumer boycotts, and growing pushback against expensive goods. 
  • Paying influencers to comment on posts feels completely out of touch. People are already skeptical of big brands, and if they sense that companies are just stuffing their comment sections with paid testimonials, it’s going to look desperate.
• If these comments feel fake, brands will get torched:
  • The internet isn’t forgiving when brands get caught trying too hard. If these comments come across as forced or insincere, expect callouts, memes, and a whole lot of backlash. Consumers can spot inauthenticity a mile away, and once a brand loses trust, it’s not easy to win it back.

This could be a powerful tool if used correctly, but brands need to tread carefully to avoid looking like they’re just stuffing their comment sections with paid fluff.

What Brands Should Do

If you’re considering testing out Testimonials, make sure you have a game plan so you don’t get caught looking desperate.

1. Choose Creators Wisely: Don’t just pay influencers for generic hype. Work with trusted voices who can actually speak to the product’s value in a natural way.
2. Keep It Subtle & Authentic: If a comment feels forced, scripted, or overly promotional, it will stick out like a sore thumb—and not in a good way.
3. Monitor Consumer Reactions Closely: If people start roasting your paid comments, adjust fast. This format is brand new, and consumers will test it.
4. Test Before Scaling Up: Try it on low-risk posts first, see how the audience reacts, and gauge whether it actually helps engagement.

Instagram is trying to make influencer marketing feel more organic, but paying people to comment is a risky move. If done well, this could help brands build trust through creator recommendations. But if it feels fake, expect backlash, not conversions.

If you’re thinking about testing this out, let’s talk first. We’ll help you make sure your brand isn’t the next one getting flamed for fake engagement.