Why it matters

Advertising and promoted posts aren’t a brand’s only options for connecting with audiences on social media. Cultivating fruitful partnerships with popular and relevant creators or influencers can help a brand get that added lift in awareness and engagement.


  • Content should be created with what draws audiences to different Instagram platforms in mind.
  • Branded content should have a point of view and a strong concept to stand out in a saturated space.
  • Posting consistent content aids in understanding viewers’ content preferences.

Live – a feature in Instagram Stories that lets users live-stream video to followers, as well as engage with them in real-time remains an underrated but important feature, according to Instagram APAC's head of partnerships Nicci Meek.

Speaking at the VidCon Asia Summit in Singapore, she noted that there are many untapped opportunities with the feature on Instagram (IG), adding that the evolution of live-streaming is strongly linked to the “future implications” of social content. This, of course, includes branded content.