62 - Doug Weiss, Instagram (Meta)

In Ep. 62 of Earned, CreatorIQ’s own Tim Sovay sits down with Meta’s Doug Weiss, head of creator commerce at Instagram. We start the episode by learning how Meta has grown and changed over the years, with Doug unpacking the evolution of creators, shoppable content, and content format on Facebook and Instagram. We learn what attracts creators to Instagram, and Doug emphasizes how the platform allows creators to reach an audience and build a community in a way that was previously impossible. We then discuss Instagram’s pivot to short-form video content in the form of Reels, before hearing why the platform expanded its model from connecting people to people, to connecting people to content. Next, we explore how the pandemic expedited the rise of e-commerce, and how Meta supported brands in growing their online businesses through shoppable content and ads. Finally, Doug tells us why Meta prioritizes its partnership program with other companies—including CreatorIQ—before closing the show with his predictions for the future of the creator economy, and the role Meta will play in it.