Instagram Tests "Creator Insights": A New Tool for Brand Collaborations

Instagram is piloting a new feature called "Creator Insights" to bridge the gap between brands and potential influencer partners. This feature provides brands with a quick snapshot of a creator's performance over the past 30 days.

Currently, only select creators have "Creator Insights" displayed on their profiles. These insights are visible to brand accounts and offer a glimpse into key metrics, including:

• Follower Growth: This metric indicates the number of new followers a creator has gained in the past month.

• Accounts Reached: This reflects the total number of unique accounts a creator's content has reached within the past 30 days.

• Accounts Engaged: This metric showcases the number of unique accounts that interacted with a creator's content (likes, comments, shares) in the past month.

These key performance indicators (KPIs) allow brands to quickly assess a creator's potential reach and audience engagement, streamlining the process of identifying suitable partners for marketing campaigns.

Transparency and Control

Similar to how creators share information on the Instagram Creator Marketplace, they have complete control over whether or not to display "Creator Insights" on their profiles. This ensures control over the data shared publicly and fosters transparency in potential brand partnerships.

Limited Rollout and Future Potential

Currently, "Creator Insights" is only accessible to select creators and viewable by brand accounts. This suggests Instagram is in a testing phase, evaluating the feature's effectiveness before a wider rollout.

However, if successful, "Creator Insights" has the potential to significantly improve brand-influencer collaboration on Instagram. It simplifies the discovery process for brands seeking suitable partners with strong audience engagement while empowering creators to showcase their value proposition to potential collaborators.

Latest Updates on Instagram in 2024

Here's a breakdown of the hottest trends and features currently making waves on Instagram in 2024:

Reels Take Center Stage:

• Focus on Short-Form Video: Gone are the days of prioritizing IGTV. Instagram is doubling down on Reels, the short-form video format similar to TikTok. Creators are advised to optimize their video content for Reels (9:16 aspect ratio, 30-90 seconds length) to maximize reach.

• Reels Visual Replies: Engage with your audience in a whole new way! You can now create Reels directly responding to comments on your posts, fostering a more interactive experience.

• Reels in the Feed, Stories, and Explore: To increase visibility, strategically post your Reels across your main feed, Stories, and Explore page.

Algorithm Updates:

• Shares are King: Forget the vanity metric of follower count! Instagram's algorithm now prioritizes content with high engagement, with shares being a key driver of reach. Encourage your audience to share your posts to maximize their visibility.

• Post Frequency: Posting consistency remains important, but quality over quantity is key. Aim for high-quality, engaging content that resonates with your audience.

Storytelling Features:

• Profile Embed: Showcase your best content in a curated format. This new feature allows you to embed a specific Story on your profile, providing a lasting first impression to visitors.

• Group Chat Conversation Starters with Notes: Spark engaging conversations within your group chats by initiating discussions with a thought-provoking note.

Monetization and Shopping:

• Multiple Links in Bio: No more directing followers to a link-in-bio service! Instagram now allows you to include multiple links directly in your bio, making it easier for users to discover your website, shop, or other relevant pages.

• Schedule Posts Within the App: Gone are the days of relying on third-party apps. Instagram now allows you to schedule your posts directly within the app, offering greater flexibility for managing your content calendar.

Personalization and User Experience:

• Clear Mode (Testing): This feature is currently being tested and may be available soon. It allows users to temporarily remove like and view counts, potentially fostering a more authentic and less pressure-filled online experience.

Focus on Creators:

• Expanded Creator Marketplace: This platform connects brands with creators, making influencer partnerships more accessible.

• Creator Insights (Testing): This feature offers brands a glimpse into a creator's performance metrics (follower growth, reach, engagement) on their profile, helping them identify suitable partners for collaborations.

This list is not exhaustive, but it highlights the key trends shaping Instagram in 2024. Stay tuned as Instagram continues to evolve and introduce new features to enhance user experience and foster more engaging content creation.