Instagram began testing parent company Facebook’s Brand Collabs Manager branded content partnerships tool with roughly 40 creators in the U.S., partially as a response to reaction to its test of hiding like counts.
Facebook introduced Brand Collabs Manager in June 2018 to help match up advertisers and creators for branded content partnerships.
Instagram said the creators in the test group are using Brand Collabs Manager to share their content, details about their audiences and first-party insights with potential relevant partners.
Brands usually have access only to campaign engagement and reach data, but through this test, they can also get information such as breakdowns across age and gender for impressions and reach, as well as side-by-side comparisons of the performance of the same content as an organic branded post and a branded content ad.
Instagram said in an email, “We recognize that like counts are an important metric for creators, and we are actively working...
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