Instagram Reels music for brands

Written by Jason Lee, Co-Founder · Reviewed by Hani Sedyono, Head of Operations & Legal · Reviewed October 18, 2026

Short answer

Brands shouldn’t use popular songs in Reels without a license. Instagram’s music deals cover personal use. Business accounts get a limited music library, and Meta offers a Sound Collection of tracks cleared for business use. Creator paid partnerships and ads need music that’s licensed for that commercial use.

What each account can use

Account or postPopular songsSafer options
Brand business accountNot without a licenseInstagram’s business music, Meta Sound Collection, original or licensed audio
Creator’s paid partnership postNot without a licenseOriginal audio or music licensed for branded content
Boosted post or adNoMusic licensed for advertising
Brand reposting a creator’s ReelCheck the songSwap to licensed audio before reposting
Illustration: a creator's paid partnership Reel for a brand, using a popular song. Branded content with a popular song needs a license.@creator.amyPaid partnership · yourbrand♪ Popular songLearn moreRed · fix nowPaid partnership ReelPopular song, not clearedfor branded contentFix: swap to licensed audio
A paid partnership label tells everyone the post is marketing, including the label that owns the song.

The workaround that doesn’t work

Some brands switch to a creator account to get the full music library back. That changes the menu, not the license. A Reel that promotes your products is still commercial use, and labels look at the content, not the account setting.

Diagram: switching a brand to a creator account changes the music menu, but the post is still commercial use, so the license problem stays.Business accountLimited musicSwitch to creatorFull music menuPost a product Reelwith a hit songStill commercial useThe menu changed. The license didn’t.
Labels look at what the post does, not at the account setting.

Instagram lawsuits

Most of the label lawsuits against brands cover Instagram as well as TikTok.

DSWSony Music · 2025

Social media ads by DSW and its influencers.

122 recordings in 170+ videos · Up to $150K per work · Source

MarriottSony Music · May 2024

913 from hotels Marriott owned, managed or franchised; 18 from influencers it paid.

931 alleged uses · Nearly $140M (reported) · Source

CrumblWarner Music Group · Apr 2025

Promotional videos on Crumbl’s TikTok and Instagram accounts.

159 works · Up to $23.9M (at $150K per work) · Source

See every case in the lawsuit tracker →

A simple rule for your team

  1. No chart songs on brand Reels unless you have a written license.
  2. Creators’ paid posts use original audio or licensed tracks, written into the contract.
  3. Check the audio before you repost, boost or turn any Reel into an ad.

Common questions

Can a business account use any song on Instagram?

No. Business accounts have a limited library. Popular songs need a license for commercial use.

Is the Meta Sound Collection free for brands?

Yes. It’s Meta’s library of tracks cleared for use on Facebook and Instagram. Check its terms for ads and other platforms.

Does tagging a paid partnership change the music rules?

It makes the post clearly commercial, so the music needs a commercial license.

Can I reuse a TikTok in Instagram Reels?

Check the audio first. Music cleared for TikTok may not be cleared for Instagram, and vice versa.

Part of: Instagram, Facebook and YouTube music for brands

Related guides

General information, not legal advice. Platform rules and licenses change; check the current terms or ask your lawyer about your situation. Lawsuit figures are as reported and represent claims, not findings, unless noted.