Instagram will now let brands advertise directly from influencers’ accounts. The new feature gives advertisers the ability to promote content under the influencer’s own handle, and leverage Facebook’s targeting features to reach well beyond the influencers’ followers. According to an Old Navy VP, “Promoting content directly from an influencer’s handle inherently gives the post more authenticity than coming from a brand handle, and we’re seeing significantly higher engagement rates using this strategy.” (Adweek)
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