With TikTok on its heels, Instagram is rapidly rolling out new features to benefit both brands and creators alike.
These upgrades come as no surprise — especially considering the competitive nature of social media. But for marketers, the volume of new features can be overwhelming.
Let’s look at these exciting upgrades and how to leverage them in your 2022 Instagram strategy.
10 New Instagram Features Marketers Should Be Using in 2022
1. Partnership Inbox
Gone are the days of missed opportunities because of a busy inbox. Now, brands and creators can quickly find and manage their communications in one location — partnership messages.
Partnership messages is a sub-folder in the Direct Messages tab. These messages skip the request folder and get priority placement — making it easier than ever to find and manage branded content partnerships.
2. Story Links
Remember when story links were an exclusive feature to those with 10,000+ Instagram followers? Here’s some good news — it’s now available to everyone.
No matter your follower count, you can use a link sticker to direct users to your website, product pages, blog posts, and more. This is a win for marketers who use the platform to increase traffic.
Here’s how it works — after creating an Instagram story, click on the sticker icon, then tap the “Link” sticker. From here, enter the desired URL and voilà — you have a link in your story.
3. Add Yours
You’ve likely seen this feature while browsing Instagram stories — but how does it work, exactly?
Add Yours is a new sticker for Instagram stories. It’s fairly simple — someone writes a prompt and shares it to their story. Then other users can respond to the prompt with their own spin. When you click on the sticker, you can view everyone who has contributed to the thread.
For example, if you create an Add Yours sticker with the prompt “Outfit of the Day,” other users can respond to it with a photo or video of their outfit.
This feature adds another layer of interactivity to the platform. Due to its shareability, it’s known to kickstart trends and challenges. But for marketers, it’s especially useful for sparking conversations and showcasing your brand’s creative side.
4. Find Creators
Instagram is officially playing matchmaker. The platform is testing a new suite of tools to help brands and creators connect.
Let’s start on the creator side — users can add brands to a preferred brand list. Then, when a brand searches for creators to partner with, those who have the brand in their list will appear at the top of search results. This makes it easier for brands to find creators who already show an interest.
Brands can also filter creators by follower count, age, gender, and location — which Instagram believes will help brands “organize shortlists to easily manage multiple campaigns.”
5. Story Auto-Captions
If you’re like me, you rarely watch Instagram stories with audio — which is why the new caption sticker is a game-changer.
This feature automatically converts what someone says in a video into text so that users can watch without sound. For some users, this feature is also available on Reels, its answer to TikTok.
Now, audiences can engage with your videos — with or without sound. This feature also takes a big step in making Instagram content more accessible.
6. Social Fundraising
In response to the effect of COVID-19 on the economy, Instagram launched a new social fundraising feature. Users can create fundraisers for their business or a cause that’s important to them. According to Instagram, it’s seen “a large wave of digital activism responding to the global conversation around racial justice.”
This feature aligns with a simple truth about today’s consumers: they’re belief-driven. These days, consumers are looking for brands that take a stand on the issues that matter to them. Now, it’s easier than ever to create fundraisers directly on Instagram that benefit such causes.
Keep in mind that all fundraisers go through a review process. Once approved, you’re ready to start raising money.
Instagram is testing a new feature that allows you to co-author content with a fellow Instagram user — meaning, whatever you post will appear on both of your profiles. You share likes, comments, and view counts on these posts.
For brands, the collabs feature opens up a new way to partner with influencers, boost brand awareness, and engage with another community in a meaningful way.
8. Calendar Tool
Here’s some exciting news if you have a business profile — Instagram is planning to double the data tracking period within Instagram Insights from 30 to 60 days.
Social media marketers can finally ditch the third-party apps that provide a longer tracking period. Instead, this information will be readily available within Insights. This is a great example of Instagram listening to feedback from users who have been requesting such an upgrade for months.
Instagram launched Subscriptions just this year – a feature that allows creators to charge a monthly subscription fee in return for exclusive content and benefits.
Here’s how it works — creators set a monthly subscription price of their choice, and a “subscribe” button will appear on their profile. They can offer a range of benefits to subscribers — like exclusive livestreams and Stories.
It’s part of a greater effort to help creators make a living on its platform – thus staying active on it. This also enables creators to develop deeper connections with their followers.
10. Visual Replies on Reels
Instagram recently announced a new way to respond to comments on Reels — with another Reel.
If you create short-form videos on Instagram Reels, you can now make visual replies to comments, which is similar to TikTok’s reply function. It’s a highly engaging and interactive way to engage with both followers and leads, and vice-versa.
Instagram has become one of the most popular social media platforms in the world. However, the platform isn’t just growing – it’s also evolving. It only makes sense that your social media marketing strategy also evolves to leverage these new features.
Content Marketers Share Salaries, Career Paths, and More in 2023 [New Research]
You certainly know your answers to these questions. But, until now, little industry research has dived into content marketing careers.
We set out to find answers. Our goal is to help content marketers understand their opportunities and positions – and help companies develop meaningful roles and the resources and opportunities to retain them.
So, earlier this year, we asked content marketers about their work satisfaction, career development, and salary expectations.
More than 1,100 content professionals had their say. You can read the full story – including salary breakdowns by role, gender, and generation – in the Content Marketing Career & Salary 2023 Outlook (gated).
Let’s take a sneak peek at some of the intriguing findings.
You (mostly) like your content marketing jobs
More than half of the content pros (56%) tell us they’re very or extremely satisfied with their current position.
One content marketer explains: “I can be creative while being tied to business impact. Content marketing offers the fulfillment and growth of a creative career with the stability and compensation of a corporate career. It’s the best of both worlds, and it’s sometimes hard to believe it’s possible.”
Another offers this explanation: “I love seeing all the pieces come together; how great words and innovative designs can affect and influence consumers and audiences. And I love working behind the scenes, getting to turn the cogs of the content machine.”
Satisfaction rates stay roughly the same from millennials to Gen Xers to baby boomers. (We had too few Gen Z respondents to report on their segment with confidence.)
Of course, that’s not to say the job is easy. When asked about stress levels, 24% of content marketers say they are “very” or “extremely” stressed.
One survey taker explains, “The pace of work can be relentless. Just when you’ve completed one big project, another is right behind it.”
And some kudos go to employers. A significant majority (74%) said they feel their employers care about their stress levels and mental health.
HANDPICKED RELATED CONTENT:
You’re well educated – and eager to learn more
Among the surveyed group, one in three has a master’s, doctorate, or another advanced degree. As you probably know from your and your colleagues’ career pathways, people come into content marketing from many backgrounds (some come from multiple fields), including:
And content marketers are eager to expand their knowledge base:
- Over 45% want to advance their skills in SEO, data analytics, audience development/segmentation, and integrating new technologies.
- 40% show interest in honing their writing and editing skills.
- One in three wants to hone their audio and video skills (filming, editing, and production).
Content marketers clearly rank high on the “digital dexterity” scale – the ability to learn new skills and adapt to new environments. That’s a sign of an adaptable, resilient workforce ready to meet whatever the future brings.
As Jean-Marc Laouchez, president of the Korn Ferry Institute, says in a Computerworld article: “Constant learning – driven by both workers and organizations – will be central to the future of work, extending far beyond the traditional definition of learning and development.”
And yet, many content marketers are looking for new positions
Content marketers like their jobs and are ready to learn. And yet, most (57%) say they plan to find another position within the next year or are unsure about their next steps.
Looking at it from another angle: Only 43% say they won’t be looking for a new job in the next year.
What’s driving this restlessness? Is it a persistent echo of the Great Resignation? Or a wave of “quiet quitting” in content marketing?
I don’t think so. Instead, the research points to something at the heart of content marketing careers.
Content marketing lacks a clear career path
The data highlights a troubling phenomenon: Only 23% of content marketers say they have a clear path for advancement inside their current company.
Nearly all the rest (69%) say they must leave their companies to advance or simply can’t visualize the path forward. (A small share – 8% – say they’ve reached the pinnacle of their careers and aren’t looking for advancement.)
This isn’t a new phenomenon. Robert Rose, our chief strategy advisor, has written about this problem: “Content marketing is growing exponentially. But the advancement ladder for content practitioners is missing most of its rungs.”
Companies that don’t address the content marketing career ladder will struggle to keep these highly educated, adaptable employees.
Content marketers want better-defined career paths and are eager to advance their skills. So, where to begin nurturing their ambitions? With dialogue.
If you’re an individual contributor on a content team, speak up about your needs and wants.
If you’re a team leader, involve your creative, results-driven professionals in open, honest conversations. Invite them to help shape their career paths based on their aspirations. Then partner with HR and executive leadership to provide what they need to achieve their goals.
After all, investing in their future also pays off for the brand.
Content Marketing Career & Salary 2023 Outlook offers more insights into:
- Content marketers’ income
- Unique career priorities by age and gender
- Advice on how companies can recruit and retain the best content marketing talent
I hope you’ll download the e-book to learn more. In the meantime, I’d love to hear from you. How do these findings align with your experience? What would you tell the next generation about content marketing as a career? Let me know in the comments.
Cover image by Joseph Kalinowski/Content Marketing Institute
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