Popular social media Instagram on Thursday, February 21, said it is enhancing its Creator Marketplace to facilitate easier partnerships. In 2022, the platform initiated testing of the Creator Marketplace in the United States, providing a space for brands and creators to connect seamlessly around partnership opportunities. Since then, numerous features have been introduced, and thousands of creators and brands in the US have joined the Creator Marketplace, Instagram said.
The latest development involves the planned expansion of Instagram's Creator Marketplace to eight new markets — India, Canada, Australia, New Zealand, the UK, Japan, and Brazil. The platform added that Chinese export brands targeting markets outside China will be invited to participate over the next few weeks.
Acknowledging the challenges brands face in identifying creators for partnership ads, Instagram is testing new machine learning-based recommendations in the US. Leveraging Instagram data, these recommendations aim to assist brands in discovering creators that align best with their campaigns. Eligible brands will gain access to these recommendations in the coming months through Instagram's Creator Marketplace in Meta Business Suite.
Instagram said the Creator Marketplace serves as a valuable resource for brands seeking relevant creators for various collaborations, with a particular focus on partnership ads. Formerly known as branded content ads, partnership ads enable advertisers to amplify content by associating it with a creator or another partner's handle, facilitating scalable collaborations. Instagram's Creator Marketplace serves as a tool for brands to identify suitable creators for partnerships.
Workflow Overview:
1. Join Instagram’s Creator Marketplace:
- Brands join via Meta Business Suite, while creators join from their professional dashboard in the Instagram app.
- Creators can specify relevant brands and interests and create a portfolio highlighting their unique attributes.
2. Find the Right Match:
- Testing new custom, machine learning-powered creator recommendations for each brand.
- Brands can search for creators, filter for specific attributes and view a list of interested creators along with their portfolios.
3. Connect & Collaborate:
- Creators receive brand messages in a dedicated Partnership Messages folder.
- Brands can directly contact creators or send project proposals to multiple creators, outlining the branded content or partnership ad opportunity.
- Creators review opportunity details, requirements, and rates within the Instagram app.
4. Create & Launch:
- Once an agreement is reached, advertisers can boost organic Instagram content as partnership ads or create new partnership ads in Ads Manager.
Instagram said it remains committed to refining the Creator Marketplace and partnership ads, providing additional avenues for brands and creators to connect, collaborate, and thrive.
