Mustard
Overview
Mustard is a social commerce platform that connects restaurants with top local food influencers to drive real-world traffic, orders, and reservations. With its proprietary AI engine and the largest community of foodie creators in the U.S., Mustard streamlines every aspect of influencer collaboration—from outreach to scheduling, content tracking, payments, and performance analytics. Mustard also deeply integrates with Instagram and Meta’s APIs to manage influencer interactions, post-level analytics, branded content approvals, and campaign results across multiple restaurant locations.
Client Type
AI Influencer Tech Platform / Food & Beverage Growth Solution
Industry
Restaurant Marketing / Influencer Campaign Management / Social Media Promotions
Key Features
Powerful capabilities that solved the client's business challenges
AI Matching Engine
Pairs restaurants with local food influencers based on audience relevance, engagement metrics, and location.
Campaign Automation
Handles scheduling, reminders, fraud detection, payment workflows, and deliverables tracking.
Branded Content Integration
Supports Instagram’s Branded Content Ads, automatically managing brand approvals and boosting creator posts.
Instagram Messaging Management
Uses messaging permissions to coordinate campaigns, share reminders, and manage follow-ups directly via DMs.
Comment Engagement
Monitors and replies to influencer-generated post comments on behalf of restaurants, increasing engagement.
Video Content Publishing
Enables posting influencer-generated reels or videos directly to restaurants' Instagram feeds using approved permissions.
Post-Level Analytics
Provides restaurant clients with data-driven insights into the performance of UGC and influencer content.
Conversion Integration
Tracks conversions via promo codes, delivery integration, and in-person redemptions, all tied back to social buzz.
Challenge & Solution
The Challenge
Mustard's deep Meta API integration across influencer management, UGC promotion, and branded content tagging made their permission scope valid—but several key review issues caused repeated rejections: - Branded Content Permissions Lacked Context: Reviewers were unclear about how instagram_branded_content_creator and ads_brand permissions were actually implemented. - Instagram Messaging & Comments Usage: Earlier screencasts did not clearly show how Mustard uses DMs or comment management to support influencer coordination or engagement. - Permission Overlap Without Mapping: Rejected due to not demonstrating how permissions like pages_read_user_content, pages_manage_metadata, or instagram_manage_insights were essential to app functionality. - Test Credential Gaps: Some IG test accounts were either not configured properly (e.g., missing business setup or messaging disabled), or test instructions were missing.
The Solution
We resolved each blocker and ensured a smooth re-approval path: - Mapped Permissions to Specific Features: instagram_manage_comments → Used to manage comments on influencer posts tagged with the restaurant page, instagram_manage_messages → Allows automated DMs and reminder follow-ups to influencers, branded_content_creator & ads_brand → Used to tag restaurants in branded content and promote influencer posts via Spark Ads, instagram_manage_insights → Used to fetch post-level metrics like reach, engagement, saves, etc., ads_read & ads_management → For running Branded Content Ads from influencer profiles. - Created Complete Screencast Workflow: Demonstrated: Restaurant connecting their Instagram page, Influencer tagging the brand, Admin using Mustard to review, manage, and boost the post, Viewing analytics and comment engagement, Campaign messaging via Instagram DM. - Instagram Business Test Setup: Provided fully set-up Instagram Business test accounts with: Messaging enabled, Follower connection with test user, Sample branded content ready for approval. - App Review Notes Optimization: Added clear and concise instructions: Test credentials, Walkthrough steps, Specific feature-to-permission mapping with timestamps in screencast.
Facebook Permission Approval Expert
1. Branded content usage unclear
Detailed screencast of campaign creation, tagging, and boosting
2. Messaging permission under-utilized
Showed influencer communication and follow-ups via IG DM
3. No mapping between permissions and app features
Provided direct mapping in review notes and in video walkthrough
4. Test credentials misconfigured
Added properly enabled IG business accounts and walkthroughs
Results
Measurable outcomes and business impact
Full Approval for Instagram Branded Content
Mustard received full approval for Instagram Branded Content, Messaging, Comment Management, and Insights permissions.
Platform Fully Enabled for Influencer Campaigns
Their platform is now fully enabled to run influencer campaigns with post-level automation, tracking, and reporting—all within Meta's policy guidelines.
"Saurabh's expertise was key to unlocking Instagram's full potential for Mustard. We can now seamlessly manage influencer campaigns and branded content."
Instagram App Review Consultant
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