If you don't know what this term means, you're in the right place. There have been numerous debates in agencies around the world about these ‘Insta pods’, but what are they?
An Insta pod is formed when a group of Instagram influencers (30 people is the maximum allowed in a single group chat) get together and agree to follow, like, and stay active on all new content created by any member of the group.
Insta pods were first created because influencers were whining that Instagram’s new algorithmic timeless makes it harder to grow user numbers organically.
Let's see what some influencer marketing experts think.
Stefania Pomponi, co-founder at CLEVER:
"Influencers banding together to promote each others' content has been around since the earliest days of blooging. In fact, some influencer networks were founded on the notion of doing exactly what Instagram pods are trying to accomplish. At CLEVER we have always felt that real people aka our influencers tell the best brand stories and that quality content--whether visual, video or written--stands on it own.
"Thoughtful, creative, compelling content doesn't need "gamification" in order to help it catch fire. We also believe in authentic engagement. One of the criteria for which we vet influencers is to ensure they have authentic followers. We check for "bots and bought". At the end of the day, while Instagram pods may not be inviolation of FTC guidelines, they are not an authentic way of garnering engagement for content that should be able to stand on its own."
Brian Salzman, Founder of RQ
“Today, the majority of influencer partnerships are rooted in a harmful, transaction-based, pay to play model, As a result, influencers are partnering with brands without having any affinity or understanding of that brand or its product. Once viewed as personable, authentic sources of information, they now move from brand to brand, leaving inconsistent, digital footprints. Consumers have caught on, and we’re at a moment in time where influencers and brands are losing credibility.
“To start, brands need to start approaching influencer marketing in the way that a friendship is made – authentic relationships are built gradually over time, and they start with mutual passion and shared interests. Fixing the broken system is entirely possible, but it will require brands to 1) start owning their relationships, 2) start learning to recognize real influence in both the digital AND human spheres, and 3) start putting a system in place that facilitates organic relationship building between the brand and the influencer over time.”
Read more about this story