Antony This is the name of the person who is dedicated to hunt talent for Instagram. It is neither 'infuencer' nor manager. It is something like a coach, as it chooses talented people from the billions of people who make up the Instagram community. Antony finds 'influencers' unknown by most users and he does so convinced that the elect are destined to be stars. Once selected, the worker of the technology company is responsible for making them understand how the social network works.
But he is not the only member of the team looking for rough diamonds. This is made up of 40 people, including those who make sure that the traditional celebrities receive enough support. However, this year the focus has not been on the 'influencers', but on an application tool: IGTV. According to The Verge, Instagram has the task to identify the talent that emerges there and help these users to create content for the platform, either by offering them spaces in studies or money. Antony and his team, currently, work with more than 1,000 creators.
Instagram has the task to identify the talent that emerges in IGTV and help users create content for the platform
If one thing is clear Antony is that "IGTV, at some point, will be the first platform monetizable Instagram. It does not matter when, because the creators who are learning to use it, who are being native and are creating an audience, will be the stars of the future. " In this sense, the worker of the social network points out that does not trust technology to find these talents, since "data only predicts the past" and he wants to "predict the future". For this reason, it performs its searches through agents, a much more traditional way, or based on recommendations from creators of its trust.
Once the talent has been explored, Antony invites the elect to the Instagram office in Los Angeles for a meeting where he asks about their aspirations, analyzes the data - such as their participation and where their followers are from - looks for areas for improvement - such as publishing more on the platform - and gives them advice. An example is the comedian Adam Waheed, who says that after their first meeting, Antony sent him a "bible" of Instagram which follows very strictly. Waheed says his comic videos were his top priority, but now he focuses on posting photos on his 'feed', uploading 'Stories', making live videos once a week and experimenting with IGTV. These tips are giving you around 100,000 new followers a month.
Antony performs its searches through agents, a much more traditional way, or based on recommendations from creators of its trust
IGTV was launched 10 months ago and has not yet made a cultural dent. Meanwhile, TikTok, a short-format video application, has grown in popularity over the past year, and YouTube has shown no signs of slowing down. However, there is an example that shows the growth of the Instagram video platform. This is the actress Amanda Cerny who, with 24.8 million followers, says she is getting millions of viewers by video and is moving away from her YouTube channel, even though she monetizes it.
"I never know who I'm going to contact [en YouTube], when will I have ads, when I will not have ads, "he says. The advantage that the actress finds in Instagram is that, although the platform still does not offer the possibility of monetizing the videos, brands always look at their Instagram first, and can reach sponsorship agreements based on that. Cerny prefers the sponsored content because it is she who approves the deals with the brands that most match their values.
Cerny prefers the sponsored content because it is she who approves the deals with the brands