Key Points:

• Instagram is expanding its creator marketplace to eight additional markets to facilitate more collaborations between brands and creators.
• New machine learning-based recommendations are being tested to help brands identify creators who are the most suitable for their campaigns.

Instagram has become a prominent platform for brands and creators to collaborate, and now, the process is becoming more streamlined. In 2022, the creator marketplace was introduced in the US as a tool for brands and creators to connect and explore partnership opportunities. Since then, various enhancements have been made, and thousands of creators and brands in the US have joined the creator marketplace.

Expanding the creator marketplace to eight new markets is the next step. Over the next few weeks, creators and brands from Canada, Australia, New Zealand, the United Kingdom, Japan, India, Brazil, and Chinese export brands will be invited to participate. This expansion aims to broaden the scope of collaborations globally.

One common challenge expressed by brands is the difficulty in finding suitable creators for partnership ads. To address this, Instagram is introducing new machine learning-based recommendations that leverage platform data to help brands discover creators who align best with their campaigns. These recommendations will be accessible to eligible brands through Instagram's creator marketplace in Meta Business Suite in the upcoming months.

The creator marketplace on Instagram offers a convenient platform for brands to identify relevant creators for various collaboration opportunities, with partnership ads being a prominent example. Partnership ads, formerly known as branded content ads, allow advertisers to amplify content by incorporating a creator's handle to enhance collaboration reach. These ads offer transparency and performance insights, making them an effective tool for joint campaigns.

Here's how it works:

1. Join Instagram's Creator Marketplace:

   • Brands can join via Meta Business Suite, while creators can join through their professional dashboard on the Instagram app.
   • Creators can specify their interests and relevant brands and create a portfolio highlighting their unique attributes.

2. Find the Right Match:

   • New machine learning-powered recommendations are being tested to assist brands in finding suitable creators.
   • Brands can also search for creators, filtering based on various attributes such as audience demographics and interests.

3. Connect and Collaborate:

   • Creators receive brand messages in a dedicated Partnership Messages folder.
   • Brands can directly reach out to creators or send project proposals to multiple creators outlining collaboration opportunities.

4. Create and Launch:

   • Once an agreement is reached, brands and creators can proceed with content creation.
   • Advertisers can boost existing Instagram content as partnership ads or create new ones via Ads Manager.

Instagram's creator marketplace serves as a platform for brands to discover the right creators and for creators to gain visibility among brands. The ongoing evolution of the creator marketplace and partnership ads aims to provide more avenues for brands and creators to connect, collaborate, and thrive together.