Welcome to the second series of the B2B Influencer Marketing Chat Series. We continue our conversation with Phil Gonzalez. In this post we will focus on the future of Facebook`s platform and trends on Instagram in 2021. Read the first part of our interview Influencer Marketing on Instagram.
Tips and recommendations for Influencers on Instagram
Mariska Kesteloo: Phil, how do you see Instagram evolving? Because like you said, it started as a small start-up. And then the entire evolution of communities and influencer marketing came. And you see now that influencers became really fragile. Because if Instagram closes tomorrow your account, which is possible, then of course the influencers also lose their jobs including their followers and the content. So it’s a really fragile structure because the Instagram profile is not their own platform.
I remember that Jaro (Jaroslaw Marciuk) and you also had issues with your Instagram communities during the US presidential elections. So how do you see that evolving? So how do you see Instagram regulations? Do you have any tips for influencers, how to become less dependent on the Facebook platforms?
Phil Gonzalez: I think that the first thing is that all the influencers are quite aware that today our life and our professional destiny are in the hands of Instagram. Every day I talk with influencers who write to me and say – Phil, my reach on Instagram is going down. I reply to them – Yes of course, and you can be sure that in the next year your reach is going down because they are interested in that. They classified us and they say you are a usual content creator and pro content creator.
These people (pro content creators) make money on Instagram. Facebook is going to decrease the reach of their posts on Instagram. So, all these people will be interested in putting some money in advertising so at least Facebook will make some money from influencers. Okay, so that the first step.
My recommendation to influencers is that you have to be the brand that will not depend on Instagram anymore. It’s the case of my friend, the cook. She’s a cook, she’s on TV, she writes books. Tomorrow if Instagram goes down, she will be known for her personality. We have to take the opportunity as influencers to build prsonal brand.
That’s why many bloggers changed their Instagram handles to their real names. They used to have a brand name in blogs, and they changed it to a real name because they understood they had to build their own and strong personal brand. My tip for people on Instagram would be that.
The future Instagram
I may predict that Instagram is going to decrease the reach and they are going to do something new on Instagram. That’s my intuition, I think they will try to get some money on influencers. The first step would be with shopping, they are very interested in promoting shopping ads, shopping on Instagram, and Instagram Checkout.
They will propose the Instagramers and the influencers to put stickers on their pictures to be like a kind of affiliation program like Amazon. So that would be a way to say that you can earn money, so we control you.
Secondly, they will propose to the content creators to have pre-rolls on the IGTV. What would it mean? Like be the company that we start to say before to contract fee, I will say Phil, give me I will go to Instagram and say I want pre-rolls in the channel of Phil. So Phil will have only a small rate of this 50% or 40% but not 100% of the campaign anymore. (Jaro – do you get this?)
Why Instagram disables accounts?
Mariska: So you will see it actually evolving to a more commercial channel and less content. That’s really, really interesting. Before we go to the questions you can also say what happened to Instagramers Community and also Jaro`s community, it was closed down. It also means that some people are very afraid and dependent on Instagram.
Phil: Yes, right now we have big complications, we have big problems on Instagram. Currently, Instagram is pursuing and trying to fight against bots. That’s something they never solved very well, really. I think that if I work with Instagram, I would have said you should have done it before, much before and we didn’t have this problem of bots, fake news, fake likes and ghost followers etc.
Instagram is now very aware that they have a huge problem with the American Congress. Instagram and Facebook can have an impact on the elections and can make an impact on fake news. Now they are fighting against accounts that can be a network. So Instagramers (also called Igers) is a network is all over the world. So, they think that we can be an organized network that tomorrow could provoke change in the opinion of the people. That is why Facebook is deleting our accounts one by one and we have to ask to restore them.
I would say to people that have accounts, that may look like a bot or like republishing other people’s posts, you have to be very careful with that. Instagram is going to fight against organized networks all around the world, even if they are a nice community like ours.
And the second thing is that yesterday they change the legal norms. You have to read very, very well the last updates of Instagram Community Guidelines and Instagram Terms of Use. I think many accounts could be blocked or closed just because they are not following the rules they implemented yesterday.
Trends on Instagram in 2021
Mariska: It’s really interesting and for us, it means we need to be up to date with the regulations on Instagram. We also have a question about trends on Instagram. Any predictions for 2021?
Phil: Ok, let`s talk about trends on Instagram in 2021. I can give you some tips for the future. I think it’s quite clear with the last changes in the usability of the navigation of the app these last weeks. I don’t know if you saw that we have like right now different frames of the app. If you manage several different accounts, you will see probably that your different accounts are not the same. Okay? Instagram app has like three or four different frames right now. And I think that they are testing what is the best way.
Reels and Shopping
This last change made us nervous. Now at the bottom of the screen you can see Shopping and Reels. Another frame is the one with Explore, Reels and Shopping. Another one is Shopping, Reels, Explore.
But let’s say that shows clearly the trend. In 2021 Instagram Checkout is the big game of Instagram. I think they will implement the big stores, big brands on Instagram so you can pay directly from the Instagram app to Zara, H&M, Nike etc. Thanks to Instagram Shopping, they will give more opportunities for small shops to do their business on Instagram and trying to get some commissions on the payment. That would be big stuff.
IGTV – video on Instagram
Now let`s talk about IGTV and the new Instagram feature – Reels. I think Mark Zuckerberg, before the COVID-19 came, was thinking of attacking YouTube through IGTV. He developed it and announced it. The new separated application IGTV was prepared to receive a lot of longer-form videos. But what did happen?
Mark Zuckerberg was about to explain to the people that we could have money through new video features. They were preparing a strategy to say to YouTubers – come to IGTV and you will have money.
TikTok vs Instagram
Suddenly Trump says I’m going to close TikTok in the US. Mark Zuckerberg decided to stop IGTV. I think he waits for a moment and will not going to fight against YouTube now. Facebook has more interest in promoting Reels. It will try to win the game and focus on short videos on Reels. Personally, I think, even if TikTok will have problems in the US, it will not change much. I think the people that use TikTok will not use Instagram Reels as they use TikTok. Why?
In my opinion, it’s not the same mood. Probably I can be a user of Instagram, but when I want to do something special I will go to TikTok, and probably I will share this video on Instagram because I have my biggest audience there. Reels is a thing that people don’t quite understand. They say Reels it’s a kind of Story, but they don’t understand that new feature.
In 20201 we will have to be very focused on what’s going to happen with Reels and further developments of Instagram Shopping and Checkout.
Instagram Campaigns
Jaro: Can you share your experiences as an influencer in the campaigns with destinations or hotels? We know from your profile that you’re an ambassador of a chain of hotels. So what’s your experience as an influencer?
Phil: Travel and destinations have been the most promoted in all history thanks to Instagram. There were so many destinations we didn’t know through the leaflets, catalogs, or even websites. When the travel destinations started to be promoted by blogs and travel bloggers, who started to give a lot of information about places all around the world in their blog. And then a little bit of Facebook. But really the explosion, the biggest the massive promotion of destinations in the world has been on Instagram.
For example, now you go to a place, a very special place in Spain, the lavender fields. Certainly, people go there because they saw it on your influencer pictures. There are like 10 spots that you will see dozens of times in traditional publications, but there are a lot of spots that people discovered thanks to Instagram. So for me, it’s unbelievable, that there are people in agencies and even DMOs, still doubting the importance of Instagram in this area.
Is it worth creating new profile on Instagram?
Jaro: The final question to Phil. Is it still worth starting a new profile on Instagram?
Phil: Now? Yes, I think so. Sometimes I have to be very careful because I am a 10 years old Instagram user, so sometimes I say Instagram is bad, but that’s not true. You have still a lot of opportunities on Instagram.
If you start on Instagram now, you have to start with very interesting content, you have to upload a very differential value on your content and may really create a community. And that means that Instagram is terribly time-consuming. And I say to all companies and influencers – you’re will not do Instagram properly with 10 minutes a day, forget it!
Mariska: Yes, indeed Instagram is really time-consuming. I think you need to choose wisely which platform you’re going to use. Thank you so much Phil for your insights about Instagram and also to hear your vision about the future of the platform. Thank you so much for your time. I hope we will meet all on Instagram – we’re on Instagram so you can follow us you can follow Phil @, Jaro @ and me @. So thank you so much for joining and your engagement.
And see you next week Thursday at 1pm where we talk with Tim Williams, the CEO from Onalytica about B2B influencer marketing. See you and thank you so much.
The second season of B2B Chat Series
Welcome to the B2B Influencer Marketing chat series where we talk about B2B influencer marketing in the world of MICE (Meetings, Incentives, Conferences and Events). We speak with people from all around the globe about the role, the meaning, impact and possibilities of B2B influencer marketing. You can listen to us and our guests on Spotify, Apple Podcasts, Google Podcasts.
We launch the second season of B2B Influencer Marketing chat series in November 2020. Follow us on Eventbrite and signup for coming chats with influencers, CVB`s representatives and many other interesting guests from the MICE industry and Social Media world.
Sign up for our next episodes of B2B Influencer Marketing Chat Series: World of MICE – events on Eventbrite registration.
About our host and Instagram influencer – Phil Gonzalez
Philippe graduated in Administration and Business Management. He participated in several “start-ups” in the early 2000s until he joined Orange´s content management team in Spain. Later, he worked for 8 years as Head of Digital at Amc Networks International in Spain which is a leading broadcaster of television channels and produced successful series like ‘Mad Men’, ‘Breaking Bad’ and ‘The Walking Dead’.
In 2011, as a hobbyist, Philippe started a blog called www.Instagramers.com and then founded the Instagramers Network, the most important Instagram fans’ association in the world. Instagramers or #IGers is a congregation of millions of members in more than 500 cities in more than 80 countries. #IGers has more than 500 million pictures tagged on Instagram and is one the hashtag most used ever.
In 2014, Philippe inaugurated the very first Instagramers Gallery at Fundación Telefonica, Madrid, a place where mobile photography is considered as a new form of social art.
He works as Brand Ambassador for companies like Heineken and Leica in Spain. He is a digital consultant, conference speaker and teacher too. He published five books till now, three of them about Instagram and two about “Executive Mindfulness” and “Digital Disconnection”. You can follow Phil on Instagram @philgonzalez and LinkedIn.