Three weeks ago, Instagram announced that they are currently testing a whole host of new paid partnership features for influencers and businesses alike. No doubt taking inspiration from TikTok’s Creator Marketplace, these features will be trialed on a few accounts in the US before they reach the rest of the world. Let’s take a look at exactly what they’ve got planned:

1. Brands can search for creators based on data.

If you're a business owner, then you'll know how important it is to find the right influencer to reflect your brand values. Instagram is introducing a streamlined process for brands to be able to do this. They’ll be able to use data and unique filters to search for potential creators to work with, ensuring they select the best people for their campaigns. Influencer shortlists will streamline these campaigns even further.

This update will keep the search for potential creators within Instagram itself, offering verified data, thus proving hugely beneficial for brands.

2. Creators can curate a “Preferred Brand Partners List”.

Every influencer on social media has their speciality. Whether this be fashion, lifestyle, baking or pets, many creators already know the type of content that works for them. They also have a good idea of the type of brands that they'd like to represent.

With Instagram's new roll-out, creators will be able to add participating brands into their ‘preferred brands list’. Instagram will then add them to a list of suggested creators when these brands search for partners.

This update gives influencers the ability to get their name out there to the brands that matter the most, giving them priority in collaborator searches.

3. Partnership messages will be segmented within the inbox.

Sliding in DMs has become common practice for creators and brands alike, but sifting through the ones that matter can be tedious. “Partnership Messages” will take the mess out of messaging. This update brings a new folder within Instagram DMs where brands and creators can easily find and manage their partnerships. Partnership messages will skip the requests folder and get priority placement. Tidy inbox? Tidy mind.

4. And what about updates for the everyday Instagram user?

Links in stories are no longer limited to those with 10k followers or more. Ditching the swipe up, Instagram have now rolled out ‘Link Stickers’ to ALL accounts, giving everyone the power to share URLs in their stories to content, brands or organisations that they really care about. This has been a long time coming for many creators who are just starting out and have not yet reached that 10k mark.

Videos within the app have also had an update, with the introduction of ‘Instagram Videos’. This combines 60 second feed videos with the longer IGTV episodes, creating one video location to engage with followers. The IGTV tab on your profile has been replaced with the new Video tab, which will be the home for this new combined format. Feed previews will stay as 60 seconds, and more editing features, such as trimming and filters, are also included in the new feature.

This simplifies Instagram’s video capabilities into four categories:

Instagram Video to engage more deeply with your current audience.

Reels to reach new audiences with entertaining videos.

Stories to let your audience in on everyday moments.

Live to share a real time connection.

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What do these latest updates tell us? The future of Instagram is in the hands of the creator. With a firm focus on brands, creators and the partnerships between them, Instagram are furthering their commitment to help creators make a living on Instagram and they’re keeping communication within the app.

The key to a successful paid partnership? Authenticity. Followers want to see creators promoting the products and causes that matter to them, and these new ways of connecting with brands will ensure that partners are able to connect with others that make this authenticity easier to achieve.

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