//The influencer marketing industry reacts to the new "About This Account" feature on Instagram

The influencer marketing industry reacts to the new "About This Account" feature on Instagram

 

 

Instagram announced this week three updates aimed at enhancing the security, authenticity and transparency of users.

The application owned by Facebook revealed a feature about this account, a revamped audit application process and new ways to connect with two-factor authentication. Industry experts see today's announcements as a response to the recent reaction to the lack of transparency on the part of social platforms and influencers.

"All the rhetoric of influenced by the government" showed that the platform needed reform, "said Leah Logan, vice president of media and community products. the growth of the company's marketing influence Collective Bias, an Inmar company.

According to Rebecca Rosoff, partner and co-founder of The Kimba Group digital agency, these moves show how Instagram gives Facebook CEO Mark Zuckerberg and his company a good opportunity to succeed, or to do at least better.

About this account

The new About this account feature will be available to all users via the profile dropdown menu, providing information such as the date the account was set up, the country it is in, the shared accounts , changes made to the profile. the user name of the account and all ads running by the account.

Holders of large audience accounts will be able to view all of their account information that will be publicly available in September prior to the overall deployment of the feature.

Mike Krieger, co-founder and technical director of Instagram, said in a blog post that he was presenting the new features that the company was listening to at the community's reactions.

Influential people on Instagram will be clearly affected by the new feature, and the reaction of this community has been mixed. Those who saw it emphasized the authenticity.

"The marketing ecosystem of influencers as a whole has an interest in promoting this broader notion of transparency for powerful users, or for those with big follow-ups," said Kamiu Lee, CEO of Activate marketing platform. "Particularly in light of the recent battle of the industry against fake adepts and robots, it is encouraging to see that this new feature will provide more information on these great personalities, giving the public a more visible look."

However, some industry stakeholders felt that Instagram was revealing too much information.

Gil Eyal, CEO of the Hypr influencers marketing platform, expressed concern about the fact that Instagram is "the judge and the hangman", claiming that the accounts on the platform and the other social networks were reporting, "and" it's one thing to say, "We'll give you information about the audience's influence," but that's another thing to share information about the number of followers that engage regularly. "

Verification

Instagram started testing an application form for account verification in June, for "all accounts that are outstanding and authentic."

This form will be formally available Wednesday for accounts that reach a wide audience and comply with the terms of use and guidelines of the Instagram community, and Krieger said that all accounts would be audited to confirm "Authenticity, uniqueness, completeness and notoriety". ]

Rosoff sees the new audit process as positive: "Instagram influencers are now real business. This level of verification (think of Google and Yelp professional products) is necessary for any digital platform that aims to generate massive advertising revenue and play in the highly competitive world of digital ad dollars. "

Others were skeptical because Logan thought it would benefit mid-level micro-fluids, but, "Without saying exactly what it means to be verified, I'm not sure that it's has the same level of authentication as once. " "If you open the process, many people think they are influencers. Verification is not only a status symbol, it is also a creator of trust. You do not want to dilute the value of the check mark. "

Two-factor authentication

Finally, another feature tested by Instagram is now ready for its official debut: the ability to connect via third-party authentication applications such as Google Authenticator and Duo Mobile.

This two-factor authentication method has been in test mode since July and will be available worldwide "in the coming weeks". Krieger said it "allows users to connect to Instagram safely and securely." . "

This article was written by David Cohen in Adweek and was legally authorized through the NewsCred Network . Please address all your licensing questions to legal@newscred.com .