Instagram’s like counts were one of the main attributes that were initially taken into consideration when a brand wanted to collaborate with a creator (aka influencer).
Although there are many other factors that were made a check of such as followers counts, engagement rate, etc., hiding like count was seen as an unfair decision by some of the influencers as soon as the news hit the timeline.
And it was for the fact that like count was the first thing that used to come into notice when a brand wanted to collaborate with an influencer or creator.
As a result…
Instagram is now testing Brand’s Collab Manager which is a branded content tool. The company is currently testing it with roughly 40 creators within the United States so as to figure out the ins and out of the attribute.
Back in June year, Instagram rolled out its Instagram content ads which allowed brands to turn influencers post into advertisement so it can reach a bigger audience.
The effect of the feature was that the advertisement appeared as usual in other’s feeds and stories, but the viewers used to notice the phrase “paid partnership with” mentioned along with the brand’s name.
However recently, Instagram decided to expand it even further and bring more functionality and flexibility in the execution process.
With the extension of Facebook’s Brand Collab Manager, users would be able to share metrics with brands that they want to collaborate with.
The testing process of Brand Collab Manager seems to be a result of criticism to lessen the concerns of those influencers who were initially against the rollout of hiding like counts.
Instagram mentioned- “We recognize like counts are an important metric for creators, and are actively working to give professional accounts the flexibility to share relevant engagement metrics, including like counts, with their business partners through new account settings.”
How Instagram Brand Collab Manager Works?
Instagram revealed that the creators who are a part of this testing process are using Instagram’s Collab Manager to share various stats with their partners such as their audience, insight, engagement rates, etc.
Initially, brands used to have data about the engagement and reach about their campaigns; however, the creators who are a part of this testing process can now share a detailed data related to their reach and impressions based on their age and gender.
Furthermore, it provided comparisons of the performance of the same content as a branded content ad and an organic branded post.
“We recognize that like counts are an important metric for creators, and we are actively working to give professional accounts the flexibility to share relevant engagement metrics, including like counts, with their business partners through new account settings. We’re continuing to test private like counts in feed for all Instagram accounts in order to ensure that this change can benefit the community at large. We’re excited to share more soon.”- said Instagram.
Here is the reaction from a few of the creators who were a part of the test-
Pretty exciting, right?
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