Instagram, YouTube disrupt brand-creator matchmaking

Their tools pose a threat to growing influencer marketing software-as-a-service platforms

- Pratishtha Bagai

Many platforms are now exploring additional features and services.

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nstagram and YouTube now offer influencer data to marketers for free in India, eating into the customer base of platforms that help brands identify creators to churn out content tailored to their needs.

Instagram has recently added new features, including AI, to its Creator Marketplace, giving brands access to data and tools to discover, evaluate and collaborate with influencers. YouTube’s BrandConnect makes it easier for firms to strike similar partnerships. Brands use this to sift through over 8 million creators and identify the ones that best fit their campaigns.

This poses a threat to the growing influencer marketing software-as-a-service (SaaS) platforms, which have contributed to India’s ₹3,500 crore creator marketing industry. They charge ₹20,000-400,000 a month for similar data bundled with other services, said Sagar Pushp, CEO of influencer marketing platform ClanConnect.