Instagram is testing hiding 'likes' and some influencers are angry. Industry execs told us how the change will affect their business.
for many social-media influencers and a major part of their online businesses.
Wescott said he believes brands will find alternative ways to measure engagement through looking at things like comments, shares, and Instagram Stories.When deciding which influencers to work with, brands have already stopped just looking for the ones with the most followers, and are instead focusing on those with the highest engagement. They measure this in various ways.
Talent managers Dan Levitt and Taylor Urke said they didn't think this change would affect business because there are other backend metrics that allow influencers to prove engagement, such as commenting or swiping up on Stories. "People that comment or save a post take the time to engage with it more," she said. "Social media users, especially the younger generation, have to realize they are more than the number of likes on a photo."Joe Gagliese, the CEO of the influencer marketing company Viral Nation, said he doesn't think this will change much for marketers.
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