'Brands are relying on influencers': Why Instagram is starting its first training week for creators

Influencers today have multiple platform options when they want to grow their followings and Instagram wants to make sure it’s a big part of their consideration set.Today is the start of Instagram’s first Creator Week. Around 5,000 creators are expected to be invited to the three-day, streamed event, which comes as competition to woo creators heats up as influencers become a core pillar in brands’ marketing strategies. Instagram will offer sessions hosted by Instagram execs such as Alex Cook, part of Instagram’s strategic partnerships team, and Besidone Amoruwa, part of the content and creator partnerships team, as well as folks from the creator economy like Adam Wescott, head of content studio at Creator+, a film studio and streaming platform. Panels will cover topics ranging from algorithm myth busting to how to manage finances and talking to the press. And to keep the (virtual) room engaged, the platform is holding two pitch-like competitions, one to fund a participant’s merchandise line, and another to fund video a series. Some programming will be available on Instagram’s account for creators, aptly named @creators. Instagram, like other platforms, is hoping to capitalize on brands’ growing interest in influencer marketing after the pandemic kept people home…
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