Instagram has expanded its gifting feature to include all creators in the United States, not just those who create Reels. This new feature allows followers to send monetary gifts to their favorite creators through Instagram, providing a new way for creators to monetize their content and earn additional income.
To be eligible for this feature, creators must meet certain criteria, including having a minimum of 18 years of age, a certain number of followers, and adhering to Instagram’s community guidelines. The feature is available in select countries and can be accessed through the “Monetization” tab in the Instagram app. This move by Instagram is aimed at further supporting creators on the platform and encouraging them to continue producing high-quality content.
Instagram gifts expand to all US creators on 8 February 2023.
Implications to Marketers:
Marketers can take advantage of this new feature on Instagram to support their influencer marketing campaigns. With the ability to send monetary gifts to creators, marketers can incentivize their sponsored creators to produce more engaging and high-quality content, which can ultimately benefit their brand. Additionally, this new feature may attract more creators to the platform, which can increase the pool of potential influencers that marketers can collaborate with.