With Instagram continuing to face stiff competition from TikTok, the social media platform has recently leveraged a new tool that may give it an edge on its challenger and keep its highly profitable influencers and brands from stepping over to TikTok.

Advertisers can now namely post branded content directly from the account of influencers without needing to wait for those influencers to post organically about their brand on Instagram first. This, of course, will only take place once the influencers have granted the advertisers access to their accounts. And, naturally, the influencers will also be getting their cut of the revenue. 

Brands and influencers stand to gain a windfall of profits with this new tool. And while TikTok is also making moves into e-commerce, their resources pale in comparison to that of Instagram and its parent company Facebook.

So, for now, it looks like Instagram is not losing its hold on its $100 billion value any time soon.