ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

Instagram wants to play matchmaker between influencers and brands.

Instagram wants to play matchmaker between influencers and brands. The influencer marketing economy is currently $8 billion, and is expected to reach $15 billion worldwide by 2022—and Instagram wants to increase their role in the industry they helped create. The platform is testing a new Brand Collabs Manager tool to help brands find influencers to partner with. The search function will allow users to choose the audience of influencers they want to work with, and during campaigns provide performance metrics and give brands the chance to promote influencer content in the feed like an ad. (Vogue Business)