The Race For Creator-Friendly Tools Is On

Social media platforms make money based on engagement. It’s in their best interest to keep influencers motivated to create and share interesting content. That’s why several leading platforms are investing in resources that encourage collaboration.

Despite TikTok’s popularity, Instagram wins when it comes to new features focused on content creators and brand partnerships. Last year, Instagram developed Collabs, which allows creators to build content together and then take advantage of a larger shared audience, as well as “Add Yours” stickers to boost Story engagement. 

The pandemic proved the importance of a digital presence and e-commerce capabilities.

• On the development front, Instagram recently announced testing for a native affiliate tool that allows creators to earn commissions for purchases they drive through the app. TikTok has been promoting ...