AGENCY BIO

Founded: 2004
Parent company: Meta Platforms, Inc.
Regional head: Fares Akkad, Regional Director of Middle East and North Africa region, Meta
Global HQ: Menlo Park, California, USA
Regional HQ: Dubai, UAE
Number of users worldwide: 3.75 billion people using Meta platforms every month (Facebook, WhatsApp, Instagram or Messenger)

DESCRIPTION: Instagram is the place for creators and teens to express themselves and connect over creativity and their interests. We inspire people and bring them to people and things they love. Expression is at the heart of what we do. We want to help people express themselves authentically, easily and creatively through photos and videos. We’re committed to fostering a safe and supportive community for everyone so people can connect, build influence and create compelling content that’s distinctly theirs.

USER DEMOGRAPHICS: Teens 

WHAT ARE THE KPIS BRANDS LOOK FOR ON YOUR PLATFORM?
We have tools that enable brands to measure all KPIs depending on the objective of the campaign. If it’s a branding campaign, brands would look at engagement metrics available in our reports and brand metric lifts that can be measured with brand lift surveys. If it is a performance campaign, they would report on business KPIs such as incremental sales.

WHAT IS ONE THING ABOUT YOUR PLATFORM THAT YOU WISH MORE MARKETERS KNEW?
How to better leverage our branded content tools that enable marketers to drive more effectiveness for their collaborations with creators.

WHAT NEW FEATURES OR CHANGES HAVE YOU
MADE RECENTLY?
We recently introduced new features to make it even more difficult for suspicious adults to interact with teens. We’ve developed more than 30 tools to support the safety of teens and families across our apps, including supervision tools for parents and age-verification technology that helps teens have age-appropriate experiences online. There are more resources for parents so they can talk to their teens about how to be safe online in our Safety Center. We are also introducing broadcast channels on Instagram, a one-to-many messaging tool that allows creators to engage directly with their followers at scale, and testing Meta Verified, a new subscription bundle that includes account verification with impersonation protections and access to increased visibility and support.

WHAT NEW FEATURES CAN WE LOOK FORWARD TO IN THE COMING YEAR?
We’re testing new features with a handful of US creators and will be rolling it out to more creators soon in additional countries. 

Also, we want people, especially young people, to foster their online relationships in an environment where they feel safe, and where they leave our apps feeling good about the time they spend on them. We don’t allow harmful content, or content or behavior that exploits young people. We work closely with experts in mental health, child psychology, digital literacy and more, to build features and tools so people can connect online safely and responsibly.