Instagram launches Creator Lab in India, expands support for aspiring creators

Meta-owned Instagram has launched the Creator Lab in India, an educational initiative aimed at supporting aspiring content creators and influencers. The platform is designed to provide creators with insights and tools to enhance their content creation skills and engage effectively with their audience.

According to EY’s report titled ‘The state of influencer marketing in India’, the country's influencer marketing industry is expected to reach INR 3,375 crore by 2026, growing at a compound annual growth rate (CAGR) of 18%. The report also highlighted that Instagram and YouTube are the preferred platforms for consuming influencer content.

Understanding the cultural dynamics that drive its platform, Instagram has recognised Gen Z as a pivotal user base that shapes trends and content. “Social is everything and everything is social for the GenZ audience,” stated Paras Sharma, director of global partnerships at Meta India. “Instagram isn’t just about connecting people; it’s about connecting them with compelling content. Our focus is on how we can bring everyday creativity and content to life.”

Gen Z users have shifted from being passive consumers of content to actively engaging with it, making it essential for Instagram to understand their expectations. Sharma stated that creators on Instagram are looking for better storytelling tools, more ways to engage with their audiences, improved content discoverability, and opportunities for monetisation. These needs have shaped the company’s ongoing efforts to support its creator community.

 

 

 

 

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Since 2019, Instagram has invested in creator education through its ‘Born on Instagram’ program, which provides a platform for creators to learn about content creation, partnership opportunities, and monetisation. Building on this, the new Creator Lab initiative features around 14 creators sharing their experiences and insights, including key lessons from their journeys.

This diverse group includes figures like Aabir Vyas, Govind Kaushal, and members of the dance ensemble The Vixens Crew. They will cover essential topics for sustained success on Instagram, such as using new tools for creative expression, building meaningful connections with followers, and monetising content. To ensure accessibility, the Creator Lab will be available in both Hindi and English.

“We are committed to empowering creators to express themselves freely and succeed on their terms,” Sharma added. “We understand that success is defined differently by different people, and we are always looking for ways to add value through product features, programs, and collaborations.”

Rules of engagement

As social media occupies a significant portion of users’ time on mobile devices, with over 50% spent on such platforms, brands are increasingly integrating influencer marketing into their communication strategies. EY’s report indicates that 70% of brands plan to maintain or increase their influencer marketing budgets in 2024, with 47% favouring micro and nano influencers due to lower costs per reach.

In a move to enhance personalisation, Instagram recently introduced new creative tools, including additional fonts, text animations, and effects for reels and stories. Users can now add text and stickers to photos and carousels, with the carousel limit increased to up to 20 photos or videos in a single post.

During the launch of the Creator Lab, Shreya Shively, partner solutions manager at Meta, revealed that more features will be rolled out shortly, such as comments on stories, message customisation in direct messages (DMs), and birthday notes. Users will also have the ability to edit and pin messages in DMs, control read receipts, and filter important messages.

All eyes on Instagram

Meta has been focusing heavily on Instagram, especially its Reels feature, which was launched in 2020 shortly after TikTok was banned in India. According to the tech major, Facebook and Instagram globally see nearly 200 billion Reels plays each day. During a Q1 2024 earnings call, Meta founder and CEO, Mark Zuckerberg, noted that Reels and video content continue to drive engagement, accounting for half of the time users spend on Instagram.

Riding on this growth, Sharma highlighted that everyday moments present an opportunity for storytelling on Instagram, emphasising the need to reduce pressure on content creation. “Our goal is to enable the discovery of original content by a larger audience,” he said.

Unlike traditional approaches, Instagram’s content discovery relies on a mix of algorithms designed for features like Feed, Explore, and Reels. These algorithms assess user engagement metrics—such as comments, likes, and shares—to personalise content recommendations.

Previously, this algorithm would showcase a creator’s content primarily to their followers to gauge engagement before amplifying it. Now, the platform is adjusting the algorithm to present content to non-followers who may find it interesting. This change aims to help emerging creators with smaller followings gain exposure to a broader audience.

This strategic shift comes as Instagram sees a rise in users becoming creators, especially in India. As of January 2024, India boasted 362 million Instagram users, making it the largest market for the platform globally, followed by the United States with 169 million users and Brazil with 134 million, according to Statista.

Instagram’s continued focus on enhancing creator tools and launching initiatives like Creator Lab reflects its efforts to support the evolving needs of its diverse creator community. Keeping this universe happy will also help it strengthen its position as the go-to-platform for digital content creation and engagement.