Understanding influence in an Instagram blackout

Instagram is currently experimenting with hiding engagement statistics including follower numbers and likes on individual posts. Its aim is to improve the mental health and wellbeing of users by removing competition and the negativity that surrounds people comparing ‘success’ in terms of reach.

These changes will also have a significant impact on the influencer marketing sector by fundamentally changing how influence is measured online.

To understand the implications, Vuelio has published its latest white paper: Instagram Blackout – How invisible stats will change the world of influencer marketing.

This opens with an introduction from the influencer marketing expert, Scott Guthrie who explains exactly what Instagram is changing and outlines what else could happen in future. We then hear from leading bloggers, vloggers and influencers from across our network to understand what they think the impact will be.

Giving the content creators’ view are Victoria Magrath of Inthefrow, Jo Middleton of Slummy Single Mummy, Jade Joselyn, Hand Luggage Only’s Lloyd and Yaya, and Craig Landale of Menswear Style.

The paper also includes PR thought leaders who represent a wide range of brands. They include Jo Bromilow, digitial and social media strategist at Publicasity; Sarah Evans, senior digital strategist at Bottle; William Soulier, CEO and co-founder of Talent Village; and Dan Stobbs, head of social media at BlueSky PR.

What’s clear is that both content creators and PRs see positives in the steps taken by Instagram above all in that it will keep focus on the need for strong relationships and creativity rather than vanity metrics to successfully build influence online. However, there are also concerns, particularly around the blackout’s broader effect on Instagram’s transparency.

Ultimately, there is agreement it heralds a new era in how Instagram will be used that could prompt other social media platforms to review their user guidelines and take similar action. We watch this space with interest on what happens next.

The Instagram Blackout white paper can be downloaded here.

And if you need help understanding influence and how to build relationships with bloggers, vloggers, journalists, editors and broadcasters or MPs, council staff and politicos – find out how Vuelio can help.