Meta unveils new AI-driven marketing solutions to help brands accelerate growth
Meta's new AI-powered marketing tools aim to help brands connect with the most suitable creators for improved sales performance. The features in the Instagram creator marketplace offer AI-driven content recommendations and enhanced creator insights. Businesses can now leverage a keyword search tool for more accurate creator matches and access valuable engagement data on creators. Additionally, the platform allows brands to view playable Reels and identify top creators with badges for increased collaboration opportunities. The new tools are designed to streamline the process of finding and partnering with creators for marketing campaigns.
Meta has introduced new tools aimed at helping brands identify and collaborate with the right creators to drive sales growth. These tools include AI-powered creator discovery and content recommendation features, along with enhanced creator insights for businesses on Instagram’s creator marketplace, designed to support brands working with creators.
AI-Powered Creator Discovery and Content Recommendations
Meta is introducing AI-driven content recommendations within the Partnership Ads Hub in Ads Manager, designed to help brands identify the most relevant organic branded content for paid ads. For instance, a beauty brand can now see their organic branded content in the hub, and Meta’s AI will suggest which pieces of content would perform best in partnership ads campaigns.
Creator recommendations in Instagram’s creator marketplace are becoming more advanced, now tailored to a creator's affinity with a brand. By combining AI with data on a creator's platform presence—such as ad content, audience similarity, and experience with partnership ads—Meta can predict which creators will drive the best results for upcoming ad campaigns.
Additionally, Meta is adding a keyword search feature to Instagram’s creator marketplace, offering more precision when businesses search for creator partners. Previously, brands had to use multiple filters to narrow down potential creators. Now, businesses can search using specific terms like summer vacation holiday, Bollywood dance steps, or gadget unboxing, and filter results by 20 different categories, such as Fashion, Beauty, Home and Garden, and more.
Enhanced Insights for Stronger Creator Connections in Instagram’s Creator Marketplace
To foster more authentic partnerships between businesses and creators, it’s essential to understand a creator's content strategy, posting frequency, and willingness to collaborate. To support this, Meta has introduced several new features in Instagram’s creator marketplace to help businesses discover and assess the right creators:
- Creator Cards with Playable Reels: Creators’ cards now showcase playable Reels, allowing businesses to view relevant content directly, making it easier to evaluate a creator's fit for collaboration.
- Improved Creator Engagement and Profile Insights: Meta has introduced new features to help businesses connect with creators and better evaluate their fit for collaborations.
Easier Creator Engagement: Creators who opt in will now provide their direct email, making it easier for businesses to reach out.
Experienced Creators Badges: Meta will now display badges on creator profiles for those who have worked with branded content and partnership ads, providing businesses with a clearer sense of their experience.
Active Partnership Ads: Creator profiles will also show their current partnership ads, giving businesses insight into the types of content and brands a creator supports.
Partnership Ads Made Easier with Marketing API
Meta has expanded its Marketing API support to make it simpler to run creator marketing campaigns alongside regular ads. Advertisers can now use existing Instagram posts for partnership ads through placement asset customization and Advantage+ Creative via the API. Additionally, partnership ads can now be used for click-to-message destinations.
Meta’s data suggests that partnership ads have proven more effective in driving incremental purchases compared to standard campaigns.