We recently reported that the mainstreaming of influencer marketing had received an enormous boost in late June when Facebook launched its Branded Collabs app, which enables brands and influencers to search more efficiently for each other. As the happy owner of Instagram (we assume they’re happy; why shouldn’t they be?), Facebook has just taken a big leap forward in that arena as well. Instagram, which now reports having one billion total monthly users, has been a boon to all types of businesses and their influencers through the capacity it gives them for sharing updates with customers quickly and efficiently. Already well on the way to becoming the dominant force in social media, Instagram now is strengthening its position and promoting further growth of influencer marketing with its newest offering: Instagram TV or IGTV. Not all users are created equal. IGTV, which likely will compete directly with YouTube, will allow users to watch long-form videos created by businesses, influencers, and other people they follow. While the length of Instagram videos has been capped at one minute, ordinary users of IGTV will be allowed ten minutes per video, and high-profile users—the Kardashians and Jenners of this world—will have up to an hour...
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