Nov 1, 2022 - Economy & Business

Instagram paying ATTN: to create content ahead of the midterms

Photo Illustration: Rafael Henrique/SOPA Images/LightRocket via Getty Images

Instagram is funding a new slate of content from ATTN:, the millennial-focused digital media company, that's designed to combat Spanish-language misinformation ahead of the midterms, the companies told Axios.

Why it matters: Instagram has historically opted not to pay publishers for their content, but it has paid ATTN: in the past to create viral content designed to encourage young people to vote.

  • Instagram's parent Meta said in July that it would cut funding to U.S. news publishers.
  • ATTN: is known for making viral videos featuring politicians and celebrities discussing social causes.

Details: The six-figure deal, which expires on Election Day, will have ATTN: create a series of Reels, short-form videos, and Instagram filters for the midterms.

  • The partnership is similar to what Instagram and ATTN: brokered ahead of the 2020 election.
  • Two of the Reels are aimed at combating misinformation to Spanish-speaking audiences and feature influencer Mikey Angelo.
  • ATTN: is also putting together Meta's official election "filter," or a design that can be overlaid on top of photos or videos, that encourages users to vote.

The big picture: The partnership is part of a greater effort by Instagram and Meta to combat Spanish-language misinformation ahead of the election.

  • As Axios' Ashley Gold and Russell Contreras have reported, Latinos increasingly turned to social media for news during the pandemic, and Spanish-language misinformation there sometimes sits unchallenged.
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