Instagram Launches Creator Portfolio And More

Instagram has officially announced its coming ‘Creator Portfolio’ option, which will enable creators to build what’s essentially a media kit-type package.

What do businesses need to know?

Creators will soon be able to showcase their audience reach and previous brand work from the Professional Dashboard in the app. Instagram’s been working hard to boost its appeal to creative talent, in an effort to keep its top stars from migrating to TikTok or YouTube instead. For influencers that use Instagram as their main platform, being able to create your media kit in the app will be extremely convenient for connecting with brands while saving time.

In Other News …

Dior and L’Oréal Paris were among the brands that made the most noise across media, while Kylie Cosmetics was the only celebrity brand to see growth, according to a report from the data analytics firm Launchmetrics.

What do businesses need to know?

While social media continued to be effective for creating conversation, brands saw benefits from employing a variety of channels. Though Instagram and YouTube are still the top performers when it comes to reach, they have both seen double-digit decline. Meanwhile, short-form video platforms TikTok and Douyin (TikTok parent Bytedance’s version of the platform in China) are seeing triple-digit growth — a sign of the changing power dynamics in social media today.

In More News …

Brands see immense value in physical retail today, but are thinking differently about store location, size and the products it stocks.

What do businesses need to know?

Up-and-coming brands often opt for small stores in trendy neighborhoods instead of multiple flagships on the busiest streets. Many brands look for their physical spaces to serve as many functions as possible, from building brand awareness to serving as a mini warehouse for e-commerce orders. Generating sales still matters, but it’s no longer the only factor in a store’s success.