Instagram’s new monetisation features will blur advertising lines
As the industry inflates to $13.8 billion later this year and The Australian Consumer and Competition Commission (ACCC) tightens up its regulation of the creator economy, Alpha Digital’s Sofie Spelta explains why brands still need to be authentic and transparent in their approach to influencer marketing.
Mark Zuckerberg’s appearance at Instagram’s inaugural Creator Week indicates just how important courting influencers is to the company. His recent incentives will make it easier for influencers to make money on the platform, while also making brand partnerships easier and potentially more profitable.
Influencers are going to gain access to a new suite of tools to build a shopping platform on their Instagram accounts. These include a native affiliate tool which allows influencers to earn commission rates set by brands, the ability to link their shop to their personal Instagram accounts, and new ways to earn extra cash and Badges when they hit key milestones.
While the changes are enticing for influencers, they also put them more into a retailer or micro-marketplace box. This creates new dynamics in the relationship between brands and influencers, as well as regulators.
