Instagram introduces new marketing tools for influencers

Earlier this month in New York, Instagram previewed a new set of tools for influencers and brands to help increase transparency of influencer marketing. As reported by Vogue Business, the updates will include the ability for brands to boost sponsored posts, meaning they can pay to promote and target sponsored influencer posts so that people who don’t follow that influencer still might see the content. Prior to the launch of these new tools, sponsored posts were only seen by the influencer’s following and brands would pay influencers to “boost” posts themselves, Nik Speller, head of campaigns at influencer marketing platform Influencer, said to Vogue Business. The brand or agency would be left with only screenshots for analytics, leaving the potential for actual results to be manipulated.