Instagram's New Retention Chart to Revolutionize Influencer Marketing
Instagram has rolled out a new feature that could revolutionise influencer marketing in India and beyond. The platform has introduced a retention chart for each reel, helping brands identify creators who truly engage their audience and boosting the credibility of influencers with high retention rates.
Instagram accounts for nearly half (47%) of influencer marketing budgets in India, making this new feature a significant development. The retention chart displays the 'skip rate', showing how many viewers drop off in less than three seconds. This means brands can now find micro-influencers with high retention rates, making their partnerships more effective.
In Germany, established influencer marketing agencies such as AWISEE, Curalate, and Influry are already leveraging data-driven tools and platforms for reliable creator discovery and fully integrated campaign management. The Indian influencer marketing industry, currently valued at Rs 2,344 crore, may see changes in how creators approach content and brand manager conversations due to this new feature.
With the focus shifting to retention over views, the days of vanity metrics may be numbered. Creators with high retention rates could command 20-30% higher collaboration fees, as engagement depth starts driving pricing. Earnings in influencer marketing will increasingly depend on quality and storytelling, benefiting niche educators and lifestyle voices who could see their stock and brand equity rise.
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