Creators Query Whether Platforms Punish Branded Content and Linking Out

Some creators feel the algorithms systematically push down the posts that make them money

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Creators are finding that brand-sponsored content on platforms like Instagram and TikTok are not performing as well as organic posts, occurrences that are potentially spurred by algorithms suppressing certain content that does not directly benefit them. As well as general frustrations, this has the power to impact the relationship between creators and their brand partners.

Kayla Cummings, a creator whose Instagram account @itshoneydone boasts 194,000 Instagram followers, posted an Instagram story in partnership with a brand, the main source of income for the DIY and home-focused creator, and received around 16,000 views.



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