Later Influence™ (formerly Mavrck) utilizes social network API integrations to ingest content, performance data, and audience insights from social networks.
To support this, influencers must authenticate their social network accounts with the platform, generating access tokens that allow the platform to access their information.
All access tokens expire after some time to keep influencers’ accounts secure.
As the most utilized social network, Instagram access tokens are of particular importance.
This article provides an overview of the two types of Instagram access tokens and a comprehensive breakdown of each option .
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At a glance There are two options for influencers to connect their Instagram accounts with the platform:
Both token types are suitable for most campaigns. Further details and recommendations are included below. |
In this article:
Account Types & Token Types
Instagram account types are detailed in the article Instagram Account Types.
While there are three different types of Instagram account that an influencer may use, there are only two types of access tokens.
- Business accounts: Token type is Business (Graph API).
- Personal accounts: Token type is Basic (Basic API).
- Creator accounts: Influencer may select either option.
Influencers choose which type of token they will provide when applying for campaigns.
- When influencers connect, they see a pop-up with a short overview and the options Business or Personal to continue through either flow.
- Connection steps are detailed in the articles Campaign Application Flow and Account Connection FAQ.
Basic Tokens
Influencers with Personal accounts or eligible Creator accounts connect using the Instagram Basic API, through which Basic tokens are generated.
Recommended for
- Ongoing ambassador programs, to minimize the need to log-in and reconnect
- Influencers who don't use Facebook, since no connection is required
Basic Token Details
The Basic API supports the platform to automatically bind Instagram posts from influencer profiles, including the full-size image file or video file when applicable. Performance data, including engagements and impressions, are not available from the Basic API.
The platform automatically ingests engagement data (likes and comments) for content bound through the Basic API by recording the content in the Instagram web app. Impressions data is estimated for this content, using a proprietary algorithm based on engagements.
Other limitations of the Basic API include the inability to bind Story content automatically or to bind all frames of Carousel posts.
The greatest differentiator of the Basic API is the ability to refresh tokens automatically. When an influencer connects their account through the Basic API integration, the token lasts 60 days. On the 60th day, the platform automatically refreshes the token, allowing the connection to remain active without manually reconnecting.
Access tokens expire immediately when the account password is changed or access is removed by the influencer.
Note that the ability to refresh Basic tokens automatically was introduced at the end of June 2022. Influencers who generated a token previously will need to reconnect their account one final time to enable automatic refreshing.
In addition to the benefit of tokens not expiring, influencers may also prefer to use the Basic option as it does not require any connection with a Facebook account, unlike the Business option detailed below.
Business Tokens
Influencers with Business accounts or eligible Creator accounts connect using the Instagram Graph API, through which Business access tokens are generated.
Recommended for
- Campaigns requiring Instagram Story content, which can be bound automatically
- Programs emphasizing impressions data, as actual impressions are verified by Instagram
Business Token Details
Like the Basic API, the Graph API and Business tokens support the platform to automatically bind Instagram posts from influencer profiles, including the full-size image file or video file when applicable.
Performance data, including engagements and actual impressions, are available from the Business tokens, providing richer and more accurate reporting.
In addition to performance data, Business tokens also enable the platform to ingest Instagram Audience Insights data, providing greater visibility into the audience that the influencer can reach.
Business tokens cannot be refreshed automatically. Influencers must periodically reconnect their accounts with the platform. Generally, Business tokens will last long enough that an influencer needs only to connect their account once per campaign during the application process. If an influencer’s Business token expires while they are participating in a campaign, the platform will send an automated reminder email prompting them to refresh the connection.
Token Reminder Notifications
Later Influence will notify influencers participating in campaigns via email when their Instagram access token is expired, under certain conditions.
Conditions
To receive reminder emails, an influencer must be a participant in a Live campaign that includes Instagram content requirements that they have not yet completed. A participant is defined as an influencer who is past the Applied stage of the campaign workflow.
Instagram Business accounts are subject to token expiration every 90 days, triggering the reminder notification to send. Influencers with Instagram Personal account tokens may never receive reminders to reconnect, as the Basic token type can be refreshed automatically before it expires. If a Basic token is lost due to a password change or other security update, they will be reminded to reconnect.
Reminders
Reminders are sent in series spaces three days apart, until the influencer reconnects their account or otherwise completes the campaign requirements.
Reminders sent from your brand will appear in the Messages section and in the History tab of influencers' campaign details alongside other campaign messages.
Reminders include an unsubscribe link allowing influencers to manage their email settings.
Influencers Working With Multiple Brands
Some influencers may participate in campaigns run in Later Influence for multiple brands at a time. To prevent these influencers from receiving repetitive notifications, the platform will determine the most relevant brand instance from which to send the reminder.
Influencers participating in a campaign with your brand may be notified to reconnect by a different brand first if they are further along in the workflow of that campaign. While the notification will not come from your brand, the reauthentication will update their token for your brand instance simultaneously.
Reminder Notification Content
The content of the reminder notification email message is included below. This message can be translated into a number of languages using the Default Language setting in the Settings section. For additional detail on language choices, see Settings & Branding Options.
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From: Email address associated with program the influencer is participating in (your program or another brand's) |
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Subject: Expired Instagram access for [Brand] collaboration |
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Body: Hi [First name], We're so excited that you're working with [Brand]! In order to ensure our system is able to capture the content you create in real-time, we need to make sure your social access tokens are active. Our records show that the Instagram access token we have on file for you has expired. To keep your accounts secure, social networks will automatically expire these tokens on a regular basis. They are easy to reconnect; just click the button below to go through the re-authentication process. Button: Reconnect Instagram [Linked to influencer campaign manager in relevant campaign] You can refer to your campaign manager to check the status of your tokens at any time. This is an automated message; if you have any questions or concerns, please reach out through our Helpdesk for technical support |
Related Articles
- Instagram Account Types
- Content Binding Overview
- Influencer Campaign Manager Overview
- Social Network API Integrations & Apps