Instagram grows Creator Marketplace to help brands find creators


Instagram is expanding its Creator Marketplace, aiming to make it simpler for brands to discover creators for partnership ads.

The platform will start inviting creators and brands based in Canada, Australia, New Zealand, United Kingdom, Japan, India and Brazil to join Creator Marketplace in the coming weeks.

Chinese export brands will also be invited to connect with onboarded creators in countries outside of China.

Why we care. Instagram’s Creator Marketplace can help brands find the creators best suited for their campaigns, and also help creators get discovered by brands.

How it works. The Creator Marketplace leverages Instagram’s data to offer machine learning-based recommendations, making it simpler for brands to identify creators perfectly suited for their campaigns. Brands can also conduct targeted searches for creators, applying filters for both creator and audience attributes. Furthermore, they have access to a list of creators who have shown interest and can explore creator portfolios.

Getting started. To get started using Met’a Creator Marketplace, follow these steps:

  1. Join Instagram’s Creator Marketplace: Brands join Instagram’s Creator Marketplace in Meta Business Suite, and creators sign up via their professional dashboard in the Instagram app, indicating relevant brands and interests while showcasing their uniqueness through portfolios.
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2. Find the Right Match: Go through the recommendations and choose a creator you would like to collaborate with.

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3. Connect and Collaborate: Creators get brand messages in a dedicated folder, additionally, brands can reach out directly or send project details to multiple creators, including opportunity specifics and rates, all within the Instagram app. Creators then review the details and requirements of the opportunity, as well as the rate, all within the Instagram app.

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4. Create and Launch: Once brands and creators agree, they can create partnership ads by boosting existing organic Instagram content or generating new ones in Ads Manager.

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Partnership ads explained. Partnership ads, previously branded content ads, enable advertisers to amplify content featuring a creator or other partner’s handle, enhancing the reach of their collaborations. This approach, facilitated by Instagram’s Creator Marketplace, offers a high-performing and transparent avenue for advertisers and creators to collaborate on running ads together.

What Meta is saying. A Meta spokesperson said in a statement:

  • “Brands have told us it can be challenging to source creators for partnership ads.”
  • “That’s why we’re excited to begin testing our brand new, machine learning-based recommendations that use Instagram data to help brands more easily discover creators who are the best fit for their campaigns”
  • “Partnership ads are the most performant and transparent way for advertisers and creators to run ads together and Instagram’s creator marketplace helps brands discover creators to partner with.”

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Deep dive. Read Instagram’s announcement in full for more information.

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