Instagram has officially launched a new “Ads with Promo Codes” option for all brands using Meta’s photo-sharing platform across the globe.

The new ad product aims to provide marketers with a more visible way to highlight promotions and automatically apply them for interested consumers.

Instagram advertisers will now be able to give users promo codes listed directly in the caption of an ad. When the user opens the ad, the format reminds them that the promo code will be automatically applied at checkout if they make a purchase.

The tech giant's strategy of automating promo codes may give brands a new way to drive potential sales and track those sales based on the promo code provided, while also giving consumers more of a reason to make an immediate purchase rather than planning on returning to the post at a later date.

According to Meta, “advertisers who used this feature had a 9.1% median reduction in cost per purchase in their campaigns and a 10.1% median increase in conversions.”

The ad product was first announced last week in a blog post about the upcoming release of various Advantage+ campaign updates across both Instagram and Facebook. “Ads with Promo Codes” has existed on Facebook since May 2023.