Instagram wants to give more control to content producers with new creator a/c feature

NEW DELHI: Facebook’s photo-sharing app, Instagram, has released a host of new features over the past one month, including a creator account (currently in beta) which makes it easier for content producers to control their online presence and understand their growth.

There is also an opt-in mode, designed specifically for emerging markets with slow network areas with reduced image loading time; creator studio, a desktop platform that unifies workflows for content creators and publishers across Facebook’s family of apps; and branded content ads that allow advertisers to amplify paid partnership posts of creators.

There is a cultural shift in the way people express themselves and share their interests on Instagram in India, Manish Chopra, the head of partnerships at Facebook India, told ET in an interview. The company is looking at adding value for both brands and creators and is focusing on long video formats like IGTV, he added.


"IGTV is designed for longer-form video content that is long-lasting and enables deeper storytelling with your audiences on Instagram. We hope more creators leverage IGTV in the year ahead, for sharing exclusive vertical, long-form content," said Chopra.

Instagram launched IGTV in June 2018 as a separate application for watching long-form vertical videos from Instagram creators, but has gradually also connected it to its main application.

“The way our community has taken to it (IGTV) is really promising,” said Chopra, while highlighting the release of movie trailers and other digital content on the IGTV platform.

"Digital publishers like Pinkvilla and Miss Malini are seeing more discovery of their content on it and creators like Neha Kakkar, Bruised Passports and Shenaz Treasury are regular users. As part of the pre release promotions of the ‘Virus’ movie, which is based on the 2018 Nipah virus outbreak in Kerala, a new song was shot in vertical and launched exclusively on IGTV," he said and added: "Through the year we have also introduced IGTV videos to the explore section … creator feedback has driven many of the biggest changes to IGTV over the last year and we are working to connect IGTV with Instagram’s main experience even further so creators can meet their communities where they already are."

Chopra said entertainment partnerships play an especially important role for Instagram. India has an estimated 64 million Instagram users, as per market research firm Statista. Globally, Instagram has 1 billion monthly active users.

“We are adding value to both brands and creators while remaining true to our mission of bringing people closer to the people and things they love. The community spends a considerable amount of time following their passions around fashion, food and entertainment,” the executive said.

The opt-in feature, targeted at areas where the Internet is slow, will be available globally to Android users and will roll out slowly over the course of a week, he said.