As a member of the influencer community, you’re most likely active on Instagram. 

With over one billion monthly active users, Instagram influencers can achieve massive reach, interact with highly-engaged fans, and even sell products with the help of their social media profiles. Thus, it’s no wonder that 89% of creators say that Instagram is the most important social media platform for influencer marketing.

Want proof? One report says that Instagram influencer marketing size is predicted to reach $2.3B by the end of 2020, and the total number of sponsored posts may reach 6,1118,024 the same year. 

For influencers, this means the competition is high. Since modern influencers come in all sizes, from nano-influencers with less than 1,000 followers to celebrities with millions of fans, opinion leaders have to seek out new alternative ways to understand their audience, interact with their following, and offer more collaboration opportunities to brands.

One of the proven ways to do it is to analyze your following. Back in 2016, Instagram rolled out a business profile that allows users to glean insights, add contact buttons, set up shopping, and run ads.

But, have you heard about the Instagram creator profile? Read on to hear what it is, why you should use it, and how to get it. 

What is an Instagram Creator Account?

Instagram creator account is a new profile format designed for influencers and heavy-hitters. It differs from a regular business profile as it offers more unique features like insights for audience growth and loss, a two-tab inbox, and flexible profile display options that allow influencers to understand their following better and connect with them easily.

Here's what Instagram says about a creator account:

An Instagram creator account helps to choose a category that describes you better. You can choose from over 60 categories, including:

  • Architectural Designer
  • Artist
  • Athlete
  • Dancer
  • Entrepreneur
  • Fashion Designer
  • Fashion Model
  • Gamer
  • Gaming Video Creator
  • Graphic Designer
  • Journalist
  • Just For Fun
  • Personal Blog
  • Photographer
  • Public Figure
  • Real Estate Agent
  • Tutor/Teacher
  • Video Creator
  • Web Designer
  • Writer

Some Things To Keep In Mind

  1. Creator accounts don't support third-party API integrations. If you use any social media marketing tools, an Instagram creator account isn't a good fit for you.
  2. This account type is always public. Just like business profiles, an Instagram creator account is public, which means all visitors see your photos and videos. If you have a private account, all pending follow requests will be automatically accepted when you switch to an Instagram creator account.
  3. Not all users have access to a creator account. Back in 2018, when creator accounts appeared, only influencers with more than 10,000 followers who also had a Facebook business page could switch to this account type. Today, there's no need to have 10k followers to use a creator account if your account is located within an available market. 

Why You Should Get One

  1. To tell your followers more about yourself. It's no secret that a well-written Instagram bio helps to attract the right audience. But if you use a creator account and choose a category that better describes you, chances are you can tell even more about yourself. Let's take a look at an example of an Instagram creator account from Karen Gonzales. It takes a few seconds to understand who Karen is as she has a creator category, a descriptive bio, tagged profiles, and a link to her Facebook profile. 

  1. Improve Communication through Instagram. We all know that influencers get hundreds of messages daily from fans and brands. Thus, it can be difficult to manage all of them without missing a single message. Luckily, a creator account has the filtered 2-tab inbox with primary and general folders that help to improve communication. Once you've switched to a creator account, you can segment the messages and move them between two tabs (primary and general ones). What is more, you can get quick access to messages marked for your inbox, as unread, flagged.
     
  2. Sell Products In-App. With 70% of Instagrammers use the platform for product discovery, Instagram has become one of the most effective channels to sell products online. It's no secret that fans pay close attention to influencers' recommendations, especially when opinion leaders share referral rewards on their profiles. Plus, followers often ask questions about featured products. With a creator account, fans can buy looks from creators they love. Check out how Katie Sturino makes the most out of this feature:

Image Source

  1. Secure More Collaboration Opportunities. Dwayne Johnson (better known as "The Rock") is the most paid influencer in 2020 and he earns around $1.015M for one sponsored post. Not bad, huh? But not only world-known celebrities like Johnson can secure collaboration opportunities with brands. Since Instagram influencers who use the Instagram creator account can sell products in-app, more and more brands are interested in collaborating with these opinion leaders. Moreover, when you collaborate with brands and add product tags, your partners get access to valuable insights like product views and button clicks and therefore get insights on the post performance. This means brands find real value in choosing influencers with creator profiles and it's your perfect way to get more collaboration offers from brands.

How to Switch to an Instagram Creator Account

  1. Find your account settings. Go to your profile and find the three-line button in the top-right corner. Once you tap on it, you get access to account settings where you should find the "account" option and scroll down to see two options: “Switch to professional account” and “Switch to personal account or switch to creator account.”

  1. Select “switch to creator account.” If you use a business profile, you have to choose "switch to creator account" options. But if you use a private account, you need to tap on 'switch to professional account' where you will get two options: business or creator profiles.

  1. Choose your category. Now that you've chosen the creator account, you need to select your category that better describes you from over 60 options. You can scroll the suggestion list or type your option in the search bar. Then, you have an option to display the category label under your profile photo or not.

That's all! You've switched to a creator account and now you have access to features like advanced insights, the 2-tab inbox, and shoppable looks. 

Switching to a creator account isn't hard. But if you want to skyrocket your influence on Instagram, you might want to hire a marketing consultant who can help you develop an Instagram marketing strategy and decide whether this profile type is right for your needs and wants or not.

The Bottom Line

With great sales potential, Instagram influencer marketing is constantly growing and this platform attracts more and more opinion leaders who want to connect with their fans and build relationships with new partners. Instagram knows that influencers and creators use this platform actively, so the platform offers a new profile type, a creator account, to help them grow in-app.

Val Razo is a freelance SMM consultant with 5+ years of experience who helps small and medium businesses. She believes in the power of social media, so Val keeps up with digital trends to make the most out of campaigns. Follow her on Twitter to stay tuned for more.