PowerReviews: Instagram Sampling Outline

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Instagram Sampling will allow brands to use verified Instagram content to capture reviews and social proof from a single platform. This is best used for brands that are looking to implement sampling campaigns or have social content without influencer programs.  

1. Campaign Setup: Choosing Review Type(s)

• When building any sampling campaign, the PM selects one or more review types: Native, Direct-to-Retailer, Instagram. Any combination is valid, including all three at once.
• A campaign can be Instagram-only, or Instagram layered on top of native/direct-to-retailer. 

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2. Tag Configuration (Instagram-specific)

• Every campaign requires at least one tag; for Instagram, the full tag set is what drives content matching, so it needs to be set deliberately.
• Recommended tag set:
  • Disclosure tag: legal requirement (e.g., #sampled, #freegift) indicating the product was received free.
  • BuzzAgent brand tag, for BuzzAgent's own visibility/branding.
  • Client/brand tag.
  • Campaign-unique tag, which exists specifically to prevent collisions when an agent is active in more than one concurrent campaign with overlapping tags.
• Tags are set at the campaign level, not per-product, and apply uniformly across every kit/bundle in that campaign.
• No system-level rollup of tags across a client's related campaigns (e.g., several sub-campaigns under one seasonal push); each campaign is self-contained. The sampling portal is not a social-listening/social-media-management tool.

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3. Recruitment & Filtering

• New filter: target agents with a connected Instagram account, combinable with all standard demographic/targeting filters.

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• Application flow is otherwise unchanged. Best practice: add a double-opt-in-style question confirming willingness to post (mirrors the "do you have a Sephora account" pattern used for direct-to-retailer).
• Agent Instagram handles are visible during recruitment review; useful for manual vetting, though nothing is system-enforced.
• Email templates work the same as any other campaign. PMs should plan to customize instructions for Instagram-specific expectations (e.g., feature every item in a bundle); the platform does not enforce product-count rules in posts. 

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4. Managing a Live Campaign

• Manage Campaign view shows Instagram submission rate the same way it shows review submission rate.
• Per-post metrics available once matched: views, reach, comments, likes, shares, saves, plus a link to the live post.
• One post is expected per person, regardless of kit size. 
• Status shows "pending content" until a compliant post (all required tags present) is detected within the campaign's active date window.

5. Reporting: Campaign Summary (new capability, not yet in production)

• Reorganizes results from bundle-level to product (PDP) level. Rolls a product's results up across every bundle/kit it appeared in, rather than showing only one bundle's slice.
• Built for Instagram reporting needs but engineered to work for any review type: a mixed campaign shows reviews-by-product plus a separate post-performance summary.
• Contains no PII; intended as the foundation for an eventual client-facing report.

6. Terminology to Use Consistently

• Kit ("buzz kit"): the package sent to one person; can contain one or many products.
• Bundle: a kit with more than one product. A bundle is a type of kit, not a separate concept; don't use "kit" and "bundle" interchangeably.
• Campaign dashboard "pills" show review type(s) (native / direct-to-retailer / Instagram, any combination) and whether the campaign includes bundles, for at-a-glance identification.