Instagram announces the end of its referral program on August 31st

Instagram closes its referral program at the end of the month

A little over a year ago, in June 2021, Instagram introduced a new way for creators to collaborate with brands and earn compensation: the affiliate program.

Today, Meta Group announced the cancellation of its show on August 31. The news comes just a few days after the announcement of the end of direct shopping on Facebook.

We want to make Instagram the best place for creators to make a living by partnering with brands. To do this, we focus on the Instagram creator market […] A Meta spokesperson clarified that we are ending the current partnership testing on Instagram.

In a question, a feature is too complicated to set up

Obviously, the compensation option offered by Instagram failed to find its audience. As a reminder, the affiliate program allowed creators to highlight products, via a link that includes a tag, in order to earn a commission on every purchase.

What caused this failure? A procedure too complicated to set up for the affiliate program, with less profit in the end. It’s also hard to imagine the added value of such a system, when e-commerce sites, such as Amazon, already have their own affiliate link systems on board.

Instagram wants to focus on its creative market

At the start of the school year, Instagram therefore wants to focus on a new set of tools called the Creator Marketplace, which has been testing since last year with a few American creators. space designed to allow For brands to find creators they might want to connect with, Connect the social platform. Thus, it will be possible to filter content creators by gender, age, location and areas of interest or select those who have indicated a desire to work with the brand.

Subsequently, it will be possible to create partnerships directly within this market, which will provide the possibility of integrating the summary, terms of the partnership, required outputs, messages, etc.

Creator Marketplace platform overview. © Instagram

Currently, Meta Group has not announced a release date for its Creator Marketplace. So the tool remains in the testing phase, and is now open to all “active brands” based in the US. case to follow!

Note that there are already influencer marketing platforms that allow businesses to find match creators and campaign:

Source: Digiday

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