Instagram wants to connect brands and influencers itself

By Mariam Cheik-Hussein | 20 December 2019

Facebook is testing the rollout of Brand Collabs Manager to Instagram.

The tool, which has been available on Facebook since 2018, connects brands with creators that have audiences resonating with their target market.

The trial is available for a select group of Instagram creators in the US.

The move will give the Facebook-owned app a more active role in the growing influencer marketing space.

According to a PwC report, “personality-driven marketing” is set to reach $10 billion globally by next year.

It comes following Facebook’s recent push into the influencer space.

Earlier this year it allowed advertisers to pay to boost organic branded content posts as ads in stories and feeds. 

Teagan West, director of marketing agency Free Folk Agency says the introduction of Brand Collabs Manager to Instagram makes influencer marketing more accessible.  

“By introducing Brand Collabs Manager to Facebook and now testing it on Instagram, the platforms will take a more active role in the influencer marketing space and in doing so, funnel brand budgets into the platforms,” West says. 

“Instagram’s Brand Collabs Manager will certainly make smart influencer marketing more accessible for small businesses and startups who want, or need, to run a DIY campaign.

“Small businesses are often hesitate to heavily invest in influencer marketing because they don’t have budgets that hit platform and agency minimum spends and/or they can’t justify the cost of multiple tools to support the implementation of a campaign and give them access to the data they need. 

“Brand Collabs Manager will give small businesses an opportunity to trial influencer marketing before investing in expert support and guidance.”


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