Decoding Instagram’s creator tips
Reading between the lines provides valuable insights.
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Decoding Instagram’s creator tips
Instagram’s suggestions for creators to make money may hit the wrong note, but reading between the lines provides valuable insights.
Why it matters
Understanding the inner workings of social platforms is crucial for artists reliant on them to cultivate their fanbase.
Artists should pay attention when a social media platform spokesperson explains how their platform works. Valuable information might be shared directly in their content and indirectly by reading between the lines and scrolling through the comments.
Social media platforms are nothing without their users. It's essential to view suggestions as indicators rather than absolute truths.
How it works
In a recent video, Meta’s Head of Instagram, Adam Mosseri, shared tips for creators to monetise on the platform.
Some things caught my attention:
Instagram distinct creators by follower count:
Relatively small creators with a few thousand followers
Large accounts with hundreds of thousands of followers or more.
Instagram advises smaller creators against monetisation, instead emphasising audience growth.
Instagram outlines a marketing funnel for creators monetising their audience.
First, identify potential paying followers through Instagram Gifts.
Next, retain them via Instagram Subscriptions.
The creator economy of brand partnerships is worth about $10 billion or more on Instagram, but Instagram has no idea since most deals are closed off-platform.
Despite experimenting with direct creator payments in Japan, Korea, and the U.S., Instagram’s success remains limited: A creator reports in the comments earning $56 for 90 million views.
Many creators, regardless of follower count, criticise Instagram’s algorithm for hindering organic reach. The notion that smaller accounts should focus solely on growth hits the wrong note.
Yes, but..
Instagram overlooks the value of niche creators in brand partnerships. Brands often start a campaign with smaller accounts with a few thousand followers before allocating their influencer budget to larger accounts.
Telling smaller creators to focus on follower growth is terrible advice. The best way to grow is to create great content consistently; this is the same for larger accounts. Creators complain about not getting picked up by the algorithms. So, is their content not good enough, or do Instagram’s algorithms reward content that’s proven successful? The algorithm's favouritism towards proven content raises questions about diversity and creativity on the platform.
Take action now
Strategic thinking artists could follow platform spokespersons, critically analysing their content for actionable insights.
Your thoughts
Which representatives from platforms like Instagram, TikTok, and Spotify can you recommend to follow? Join the discussion and tell us about it in the comments:
Further reading
Creator Tips & Tricks (@mosseri on Instagram)
How algorithms work (The Fanbase Builder)
What can artists learn from Instagram and TikTok’s trend forecasts? (The Fanbase Builder)