Instagram's removal of likes is not only affecting users, but it is also affecting how advertisers assess the popularity of influencers. With no likes, they will have to build relationships with their influencers so their data is correct. There is no way of knowing if the data is correct unless they have access to their actual account. Users could easily fake the numbers to agencies just to seem more appealing. Now, advertisers are looking more towards authentication of an account which is making the numbers for this aspect sky rocket. There needs to be a direct partnership with every agency and influencer. Celebrities are being asked for more engagement and this has been so extreme that some advertising agencies are sharing their tracking pixel rights with influencers. It seems that Instagram's removal of likes is making it harder for marketers to work with demographic information.
Posted By: Melody Rivera
Monday, December 9th 2019 at 4:57PM
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