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What does ATP mean in Instagram?

ATP is an acronym that stands for “Acceptable to Promote” on Instagram. It refers to content that Instagram has deemed suitable to promote through paid advertising on its platform. Getting ATP approval on Instagram content is important for businesses and creators looking to run Instagram ads and sponsored posts.

What Does Acceptable to Promote (ATP) Mean on Instagram?

Instagram has guidelines about what types of content can be promoted through its advertising tools. Any content that goes against its community standards and advertising policies is not eligible for promotion. When content meets Instagram’s guidelines, it receives ATP status.

ATP essentially means that the content has been approved by Instagram to be used in paid ad campaigns. This includes promotions on the Instagram feed, Instagram Stories, Reels and IGTV.

If content does not have ATP, Instagram will reject it if you try to promote it. Without ATP approval, you cannot boost posts or run ads on Instagram using that content.

Why is ATP Status Important?

Getting ATP approval on Instagram content is crucial for a few reasons:

  • It allows you to advertise and boost posts that perform well organically. ATP lets you put money behind engaging content to reach a larger targeted audience.
  • It enables you to scale influencer marketing campaigns. Brands often want to run ads featuring influencer content. ATP makes this possible.
  • It is required to run video ads. All video content must be ATP approved before it can be used in video ads on Instagram.
  • It prevents content policy violations. ATP helps ensure your ads abide by Instagram’s rules.

In short, ATP opens up Instagram’s full advertising capabilities. Without it, you cannot utilize Instagram’s paid promotion tools for that specific content.

How to Get ATP Status on Instagram

When you first post content on Instagram, it will not have ATP approval. To get ATP status:

  1. Go to the Instagram post you want to promote.
  2. Click the three dots in the top right corner and select “Boost Post.”
  3. Go through the setup of creating an Instagram ad campaign using that post.
  4. Submit the ad for review.

Instagram will then review the content to determine if it meets guidelines for promotion. This process can take anywhere from one hour to one day.

If your content passes review, it will receive ATP approval. You will then be able to complete the ad setup and pay to boost the post.

Tips for Getting ATP on Instagram

To increase your chances of getting ATP status, keep these tips in mind:

  • Follow all Instagram community guidelines and policies
  • Avoid using banned content in your posts like alcohol, drugs or nudity
  • Don’t use profanity, hate speech or offensive content
  • Get consent before using other accounts’ content
  • Ensure proper licensing for any copyrighted material used
  • Add captions explaining your visual content
  • Be transparent about paid partnerships and influencer marketing

Avoiding violates and clearly explaining your content intent helps get ATP approval quickly.

What Happens if Content is Rejected for ATP?

If your content gets rejected for ATP, here’s what happens:

  • You will receive notification that the content was not approved for promotion.
  • The ad creation process will not be completed.
  • You will not be charged for the rejected ad.
  • You cannot re-apply for ATP on that specific piece of content.

However, rejection does not affect your Instagram account overall. You can still post the content organically and apply for ATP on other posts.

Reasons Content May Get Rejected

Here are some top reasons Instagram may reject content for ATP:

  • Violates community guidelines around nudity, sex, drugs, violence etc.
  • Uses excessive profanity or hate speech
  • Depicts dangerous or illegal acts
  • Infringes on copyrights or trademarks
  • Misleads users with false information
  • Too much text overlays on images
  • Does not have licensing or permission to use certain content

Modifying your content or getting proper permissions and licenses can help get rejected posts approved on resubmission.

Appealing Rejected Content

If you believe Instagram incorrectly rejected your content for ATP, you can appeal the decision. To appeal:

  1. Go to the Instagram post that was rejected.
  2. Click the three dots in the top right corner.
  3. Select “Appeal Rejected Promotion.”
  4. Explain why you think the content should be approved.
  5. Instagram will re-review your appeal and response within 24 hours.

Providing additional context and clarity around why your post is aligned with Instagram’s guidelines can help with appealing rejections. But keep in mind Instagram’s decision on appeals is final.

Maintaining ATP Status

Once content is approved for ATP, that status remains unless it is reported and removed. However, Instagram recommends updating outdated ATP posts with new captions and imagery when promoting for long periods.

Instagram also suggests reviewing ATP content every 6 months when actively advertising. This helps ensure your post continue to meet its current guidelines as they evolve.

By monitoring your ATP posts and keeping them fresh, you can maintain promotion approval over time as you advertise on Instagram.


ATP or “Acceptable to Promote” is critical for boosting reach on Instagram through paid ads. Content requires ATP approval to be promoted through Instagram’s advertising tools. Brands and creators should aim to create content that adheres to Instagram’s guidelines to receive ATP status.

Checking for ATP approval is an important step before trying to boost organic posts or run video ads. Following best practices around content creation can help expedite the ATP process. Maintaining compliant and relevant content over time will allow you to continually reach new audiences and grow your Instagram presence.