Instagram is planning a new in-app Media Kit creation option for talent, which will educate artists by crafting their pitch to businesses to get more influencer marketing partnerships. Instagram has introduced a new ‘Creator Portfolio’ intro flash screen to its Media Kit. As Instagram explains, Creator Portfolio allows creators to publish their profiles with prospective partners in-app, unlike Creator Marketplace. Although it’s still an internal prototype, Instagram has said it’s testing the feature. Instagram strives to increase its attractiveness to creative talent so that it won’t go for TikTok or YouTube. Instagram CEO Adam Mosseri recently told his workforce that the service lags in critical, innovative metrics.
Mosseri claimed Instagram “lags behind TikTok and YouTube on all the most significant creator satisfaction aspects,” including “fun, reach, fair algorithm, and caring.” Mosseri said the company is “behind where we need to be” in helping artists generate money on the platform but is “increasing urgency and progress.”
Instagram’s massive attempt to get artists more visibility in the app — pouring more AI-recommended posts from accounts users don’t follow into their feeds – has also proved divisive, with Instagram swiftly losing ground to TikTok and YouTube in terms of time spent. So its creator push isn’t working as planned, but maybe IG still has a few tricks to increase its creator appeal and get more talent posting their newest stuff to the app rather than other video platforms.
Copying Stories worked, and Snapchat’s growth slowed for a while. Copying TikTok hasn’t worked since it required a complete app overhaul. People don’t want another, weaker version of TikTok, and the more IG contorts itself to be more like TikTok, it loses any sense of distinctive appeal, reducing its importance overall. Maybe some exclusive creator agreements will help. But a reckoning is coming for the ‘Creator Economy,’ where the fact – that 99% of creators will never earn substantial money – will undermine the whole endeavour. It faces challenges. YouTube recently announced that it’d paid more than $50 billion to creators, artists, and media companies over the past three years via the YouTube Partner Program for monetization. TikTok is the app of the moment and has essentially stolen IG’s thunder amid its various stumbles and missteps as it’s struggled to keep up.
