Instagram is a valuable platform for collaboration between brands and creators, offering various options such as branded content and partnership ads. To further streamline this collaboration process, they launched the creator marketplace in the US in 2022. Following its success, they have introduced new features and welcomed thousands of creators and brands to their marketplace. Excitingly, they are now extending this opportunity to eight additional markets. In the upcoming weeks, creators and brands from Canada, Australia, New Zealand, United Kingdom, Japan, India, Brazil, and Chinese export brands will be invited to join Instagram’s creator marketplace and connect with existing onboarded creators from outside China.
Brands have expressed difficulty in finding suitable creators to collaborate with for partnership ads. To address this, they are thrilled to announce the beta testing of their new machine learning-powered recommendations that leverage Instagram data. This feature will enable brands to easily connect with creators best suited for their campaigns. Eligible brands can access these recommendations through Instagram’s creator marketplace on Meta Business Suite in the upcoming months. One of the most valuable aspects of the creator marketplace is its ability to connect brands with relevant creators for various types of collaborations, including partnership ads (formerly known as branded content ads). These ads allow advertisers to amplify their content by featuring a creator or partner’s handle, offering an efficient and transparent method for both parties to run ads together. With Instagram’s creator marketplace, brands can discover and team up with the right creators for successful partnerships.
It works like this:
Enter Instagram’s Creator Marketplace
Both brands and creators can convene through Meta Business Suite. While brands can join through this suite, creators have the option to connect from their professional dashboard within the Instagram app. In addition to showcasing their unique talents and interests, creators can also indicate which brands they align with. Don’t miss out on the opportunity to create your own portfolio and stand out as a distinct creator.
Discover the Perfect Fit
Instagram is currently trialing personalized, machine learning-driven creator suggestions to facilitate successful collaborations between brands and creators. Brands also have the option to search for creators by filtering for specific attributes of both the creator and their audience. Moreover, they can view a list of interested creators and explore their portfolios.
Collaborate and Connect
Partners can send brand messages to Creators through the Partnership Messages folder, located at the top of the Primary tab. They have the option to either directly contact individual Creators or send project proposals to multiple ones, specifying the branded content or partnership ad opportunity. Within the Instagram app, Creators can easily access information about the opportunity, including details, requirements, and compensation rates.
Organize and Lunch
Once a deal is made between brands and creators, it’s time to get started. Advertisers have the option to promote organic Instagram posts as partnership ads, whether it’s sponsored content with the “paid partnership” label or new ads created in Ads Manager. For guidance on utilizing the creator marketplace or setting up partnership ads, please refer to the Help Center.
Through Instagram’s creator marketplace, brands can easily connect with the perfect creators for their campaigns, while also providing opportunities for creators to gain exposure and collaborate with reputable brands. We are thrilled to enhance our creator marketplace and partnership ads, expanding the avenues for collaboration and growth between brands and creators.
Source: Meta
