Over the last decade, online creators and influencers have become a crucial part of brands’ marketing strategy. That became even more apparent in 2020 when, as people quarantined, creators’ viewership numbers skyrocketed. As this happened, more brands saw the massive opportunity that working with influencers could lead to. Now, more than ever, brands are trying to attract influencers to work with them. One such company is none other than Instagram.

As reported by Digiday, Instagram kicked off its first-ever Creator Week today. It invited around 5,000 creators to the three-day event. According to Digiday, the powers that be at Instagram hope this event will attract more creators to its platform to compete with the likes of YouTube and TikTok.

Instagram heads into Creator Week

Let’s be clear. With all of the social media platforms available today, it’s going to take a lot to attract creators to work with specific social media sites. Instagram has to compete with the likes of YouTube and TikTok — platforms that have put a lot of effort into using influencers in their marketing campaigns.

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Nevertheless, Instagram is trying its best to get more creators to cross over to its side and attract new, up-and-coming creators. Creator Week’s hosts include Alex Cook (an executive in the strategic partnerships team at Instagram) and Besidone Amoruwa (an executive in the content and creator partnerships team at Instagram). Additionally, the event will feature hosts from the creator economy like Adam Wescott, the head of content studio at Creator+. Attendees will be able to listen in on topics like algorithm myths and how to talk to the press. Additionally, Instagram is holding two competitions. The winner of the first competition will have their merchandise line funded. The second winner will receive funds to create a video series.

Is it worth it?

While there are many networking opportunities fror creators at the event, some believe it’s a little too late for Instagram to attract creators. YouTube, Snapchat and TikTok all have been involved with the creator community for some time now. All three of the platforms have a creator fund that sweetens the deal.

Creators are powerful and many companies and brands are just starting to realize it. For Instagram, they’re a little late to the party. Only time will tell if they can entice more creators to come to their platform and work with them. However, Instagram doesn’t have the best track record. Its IGTV had a lot of promise but has failed to attract creators due to a shaky release and lack of monetization options at launch. If one thing’s for sure, it’s going to be a long and trying uphill battle for Instagram.