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Goodbyes are hard.My colleagues' farewell cake had this heartfelt message for me.

But goodbyes are significantly less hard when you live one block over. I will make sure to use the windows as a mirror to fix my hair right in front of each of your desks, loiter around the patio while I wait on an Uber, and walk up to the front desk asking about legal aid.

I have had a wonderful and illuminating (that’s an SAT word) experience at Brokaw, and most of that was because of the people. Sure I learned about programmatic advertising, analytics, and competitive/consumer research, but most importantly I met some great and incredibly intelligent people that I will be emulating in my future internships/career (likely without giving you any credit, sorry).

So thank you all for an amazing summer.

giphy-downsized

#TeamKevsey

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A few weeks ago, GE Healthcare launched its new short film Heroines of Health. But rather than a standard linear format, the film was chopped into easily digestible, minute-long segments released on Instagram. Constructed so they may be watched in any order, the videos stand alone or grouped together in the way that viewers naturally discover them. This video-a-la-carte format may work best for branded content where viewers are less intrigued than, say, a Game of Thrones episode. It also allows maximum shareability, as users can share only their favorite bits to friends instead of sharing an entire 30-minute film.

At a time when brands are scrambling to create custom content, a-la-carte videos let viewers choose their own adventure to keep interest. It fits the success of Youtuber content, 3-5 minute videos that follow into any other video from that same Youtuber found through the sidebar (or related content from another Youtuber). Subscribers can watch in any order, skip uninteresting videos, and share small bits of content.

The videos do not appear to garner much organic reach (non-promoted posts have a few hundred views), but they are posted on a dedicated Instagram presumably to extend the life of the content past recent posts on a more active page. This keeps videos top of feed, but limits the initial reach. Promoted posts are seeing substantial views in the 20-30k range, but limited comments, maxing out at 30 comments. Many comments appear to be in Arabic, while the subtitles are in English. The lack of success may simply be an issue of targeting.

This week, Instagram announced a new policy to increase transparency and authenticity on the social platform, just months after shutting down two of the largest automation tools: MassPlanner and Instagress. Beginning with just a few users, Instagram will roll out a feature letting influencers sponsor-tag their partner brand in the post, accompanied by a “Paid Partnership” line above the post. In order to get brands and agencies on board, Instagram grants the ability to connect the brand account to Instagram Insights for the post directly. Brands then have the ability to track data first-hand, instead of relying on the influencer’s measurements. Once tested, Instagram will likely require sponsorships to include this tag.

The new policy follows action from the Federal Trade Commission encouraging influencers and brands to make sponsored posts more clear and conspicuous. Since Instagram and the FTC cracked down on unmarked influencer posts, users have been tagging posts #sponsored #sp #ad, or simply stating “Thanks [brand]!” Along with ambiguity, most users place these hashtags at the bottom of a post surrounded by other fine print so that it will be ignored. The FTC argues that this information should be presented above the fold, before the “more” button, and the post should be clearly displayed as an advertisement.

This announcement is likely to put a damper on the growth of influencer marketing, at a time when 84% of marketers say they would launch an influencer campaign in the next 12 months. The appeal of influencer marketing, particularly on Instagram, is that sponsored posts feel like a suggestion from a trendy friend. Making each post scream Paid Partnership eliminates that informal and intimate connection that separates influencer marketing from advertising. The months following Instagram’s full roll-out of the policy will define the future of influencer marketing, with Instagram offering such impressive success metrics. The ball is in your court, marketers.