Meta is expanding the Instagram creator marketplace to eight new markets, including Australia and New Zealand, making collaborating easier for brands and creators.
The creator marketplace, first launched in the US in 2022, will make it easier for brands to find relevant creators for any collaboration, including partnership ads (formerly known as branded content ads).
Partnership ads allow advertisers to amplify content with a creator or other partner’s handle to scale their collaborations and are “the most performant and transparent way” for advertisers and creators to run ads together, the platform said.
In addition to Australia and New Zealand, Meta will expand its creator marketplace to Canada, the United Kingdom, Japan, India and Brazil and invite creators from those regions to join. Chinese export brands will also be able to connect with onboarded creators in countries outside of China.
Eligible brands and creators can access the creator marketplace in Meta Business Suite, while creators can join through their professional dashboard in the Instagram app.
Through that dashboard, creators can indicate relevant brands and interests and create a portfolio to highlight what makes them unique.
To help match the right creators and brands for campaigns, Meta is also testing custom, machine learning-powered creator recommendations for each brand. Through this capability, brands can search and use filters to find creators and their audience attributes. Brands will also see a list of creators who have expressed interest and check out creator portfolios.
From there, the tech giant explained that creators will receive brand messages in a dedicated Partnership Messages folder at the top of the Primary tab on their dashboard. Brands can reach out to creators directly or create and send a project outlining the branded content or partnership ad opportunity to multiple creators. Creators can review the details and requirements of the opportunity, as well as the rate, all within the Instagram app. When a brand and creator agree on their respective rates and terms, they are ready to create.
Among the Australian brands that have used Meta’s recent expansion of the Instagram creator marketplace is Canva.
Mayank Goel, Canva’s global head of growth marketing, said the brand has used the tool to a highly engaged pool of cultural content creators.
“We strongly believe in the power of user generated content, and incorporating creator-led content into our global campaigns helps diversify our brand creative. This is a natural step in our efforts to support and empower creators,’ Goel added.
OMG Content has also used the creator marketplace, and managing director Thomas Hutley said it enhances the agency’s existing tools and capabilities.
“Instagram is a hugely influential channel for creators due to its scale and rich canvas, Meta’s new Creator Marketplace keeps them at the forefront of development in this high growth area.”
“For Omnicom Media Groups creator specialist teams, it will help augment our existing tools and capabilities, drive increased advertiser performance, combined with measurement that demonstrates the ROI advertisers can achieve,’ he added.
