Big challenge for Instagram Influencers and bloggers (Like Button won't work now)

Instagram testing by ending the like Feature.
BENGALURU: Just over a week ago, the "like" feature of the popular photography and video sharing platform was removed by Instagram from Facebook. Indian influencers and publicity companies are attempting to find new ways to collaborate with brands.

Marketing experts said that the influencer community would be more open and content on the site would be increased. Others, however, also suggested that the numbers of fake influencer accounts could be increased, a continuing global threat.

"Everybody in India can now be an influencer. This change is probably correct," said a leader of the marketing agency, who did not want to be named.

According to a common Swedish e-commerce startup A Good Company report and the data Analytics company HypeAuditor, India is among the top three countries with more fake Instagram accounts. In the United States, the list stands at 49 million, followed by 27 million from Brazil and 16 million from India.

India ranked second globally in October, according to market research firm Statistia, with 73 million Instagram users.

"Removing the ' like ' feature will be a challenge to understand how influencers actually engage their audience on the platform, but will also lead to brands and experts finding more quality content," said Ashutosh Harbola, co-founder of influencer marketing company Buzzoka.

Last week, Instagram told us that it was tested on markets such as Australia, New Zealand, Japan, Brazil, Ireland and Italy earlier in July. And the company is now implementing it with a limited percentage of users in India as part of the global roll-out.

"Instagram doesn't natively share any ad network or other monetization-related services with the impact content or performing information," says Praanesh Bhuvaneswar, cofounder of Qoruz, a marketer platform that influences the marketing climate.

Instagram said that removing this feature aims to make people feel at home and comfortable, not to help people focus on the photos and videos they share and not how many people want to express themselves.

For a couple of years, influencer marketing has been prominent and brands have invested in it and made it a lucrative business.


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