Instagram Is Testing Creator Accounts for Influencers and Others

Will they be a better fit than standard business profiles?

Recognizing that traditional Instagram business profiles didn’t quite meet all the needs of influencers, public figures and other creators on the platform, the photo- and video-sharing network is now testing new Creator Accounts.

A small test group currently has access to creator-specific features like insights to help them track the growth of their accounts, including follows and unfollows, across the Instagram feed, Stories and IGTV. The insights will give them a clearer picture of their content’s performance.

Ryan Detert, CEO of artificial-intelligence-powered influencer marketplace Influential, said any move that lets creators share statistics with brands and lets those brands know what their audiences look like is beneficial, adding that currently, influencers who are not verified can only share data such as engagement with Stories by capturing screenshots.

Kamiu Lee, CEO of influencer marketing platform Activate, agreed, saying, “More tools to access growth insights are going to be a huge win on the side of influencers...



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