- Instagram and Facebook are two of the world’s largest social media platforms.
- But it’s not always easy for influencers and brands to reach someone on either app.
- Here are 15 names creators, marketers, and industry insiders need to know on the platforms.
For many developers, talent managers, and marketers, understanding the ins and outs of Instagram and Facebook is an essential part of the job description.
Despite being two of the largest social media platforms, much remains a mystery about how the platforms work and who is behind their day-to-day operations.
“The hardest platform to find someone is Instagram,” Reagan Yorke, a content creator with 107,000 followers on Instagram and 3.2 million on TikTok, told Insider. “I have a manager specifically for TikTok and for Snapchat, but Instagram is my only one, which has kind of always been hidden.”
Another content creator, who wished to remain anonymous due to an ongoing business relationship with Instagram, described the platform as “very elusive”.
But that has started to change. In recent years, both Facebook and Instagram have focused on the creator ecosystem that drives traffic and revenue on the platforms. From investing $1 billion in monetization tools for developers to setting up in-person strategy meetings with influencers, Meta, the platform’s parent company, is reaching out — some.
“Some creators are assigned an actual creator manager,” said Qianna Smith Bruneteau, founder of the American Influencer Council, a trade organization for the creator economy. “Typically, macro or mega creators have been given this privilege.” But over time, those resources “slowly” trickled down to smaller creators, she added.
“Micro” influencers with fewer than 100,000 followers on Instagram are now being tapped for exclusive beta testing, and some are working directly with Meta to create content for the company’s own pages on Instagram and TikTok (ie the “@Creators” accounts). create.
For example, Bethany Everett-Ratcliffe, a fashion and beauty influencer with around 20,000 followers, was hired last year as an early tester of Instagram’s native affiliate marketing tools. Through the program, she realized that when she needed help, there was one person on Instagram to go to: Sarah Steckler, Instagram’s product marketing manager.
“I know that I can turn to them if I have any problems [or] She’ll put me in touch with the right person,” Everett-Ratcliffe said.
Other influencers rely on their talent managers, who often act as the liaison between platforms and their clients.
“If you’re someone who has Instagram as their bread and butter, you want to know what’s happening on that platform,” said Becca Bahrke, CEO of talent firm Illuminate Social. She recommends creatives looking for management look for companies that have built relationships with platforms like Instagram.
Some agencies and companies even have access to an expedited support portal that helps managers connect with someone in the company about glitches or questions about new features.
“Ultimately, all you need is someone who can walk you through and do things in the backend that you might not be able to,” says Renee Ogaki, founder and CEO of PR and marketing agency Ogaki Digital.
Everett-Ratcliffe wasn’t plucked from a pool of millions of users on Instagram when she was invited to Instagram’s affiliate test; The opportunity arose out of a connection she had formed.
“All of this happened because of someone I met through ShopStyle,” Everett-Ratcliffe said, referring to the affiliate marketing platform. That ShopStyle contact, whom she met at an industry conference, later switched to Instagram and reached out to the platform’s affiliate tool in development, Everett-Ratcliffe said.
Meta employees actively speak and appear at industry events. In March, Meta hosted its “Creator House” in partnership with Rolling Stone at SXSW, and two Meta executives spoke at Shoptalk, a
Conference in Las Vegas.
Other executives, like Eva Chen, Instagram’s vice president of fashion, can be seen at events like Fashion Week.
An introduction to one of these staff can create a lasting connection, Bahrke said, adding that even following a staff member on Instagram right after the event can be helpful.
“We email them and we’re always trying to build relationships because a lot of them are sort of like influencers themselves,” Ogaki told Insider.
“You can find ways to build those relationships even if you don’t have their email address,” she added. “Maybe you write DMs and share things with them. You can add them to a gift list, or if you’re a YouTuber, you can find a way to introduce yourself or tag them in some content that you think is interesting to them.”
Who exactly should developers, marketers, and managers at Meta connect with or follow?
Insider spoke to 20 industry insiders, including developers, talent managers, marketers and former Meta employees, to better understand who is at Meta. Inside sources identified employees who have stood out, from top executives like Head of Instagram Adam Mosseri to partnership managers who work with developers and their teams on a daily basis.
Multiple industry sources named Meta employees as part of the company’s broader Creator Partnerships team, which “works directly with thousands of creators to help them build their brands and their businesses on Meta platforms,” according to a recent one Job posting for a strategic partner manager.
Meta declined to comment on this story, but confirmed the accuracy of the staff’s titles.
Here are 15 power players at Meta, collaborating with creators and influencer industry leaders:
Note: Meta collaborators are listed alphabetically. Some job descriptions use information from LinkedIn profiles.