Creators play a pivotal role in influencing consumer behavior, with 53% of people more likely to purchase items promoted by creators on Reels. In light of the anticipated $10 billion spending on influencer-sponsored content by US marketers in 2025, Meta is introducing new AI-enabled tools to facilitate partnerships between businesses and creators.
Key Updates
Creator Discovery and Recommendations: The new tools in Instagram’s creator marketplace allow businesses to find the right creators effectively. Personalized, AI-enabled content recommendations will be available in the Partnership Ads Hub, helping brands identify high-performing organic content for paid ads. For instance, beauty brands will receive tailored suggestions for leveraging their organic content in partnership campaigns.
Enhanced Creator Recommendations: The creator marketplace will now provide smarter recommendations based on a creator's affinity to a brand, utilizing AI to predict which creators will yield the best results for ad campaigns. Additionally, a new keyword search feature allows businesses to find creators using specific terms and filter by 20 verticals such as Fashion, Beauty, and Home and Garden.
New Insights for Businesses
To foster genuine partnerships, Instagram’s creator marketplace will feature:
- Creator Cards with Playable Reels: These will showcase relevant reels content directly on creator profiles.
- Easier Engagement: Businesses can contact creators more easily through direct email if creators opt in.
- Experienced Creators Badges: Badges will indicate a creator's experience with branded content and partnership ads.
- Active Partnership Ads: Current partnership ads will be displayed on creator profiles to provide insights into their content approach and brand affiliations.
Marketing API Enhancements
The Marketing API for partnership ads is being expanded to simplify the execution of creator marketing campaigns. Advertisers can now utilize existing Instagram posts for partnership ads and leverage click-to-message destinations, enhancing the integration of creator marketing with traditional advertising strategies.
