Meta is working on enhancing content visibility for brands through creator partnerships. In February, it introduced Partnership Ads to allow brands to feature creators in promotional content.

Now, the company is expanding its suite of creator marketing tools to enable brands connect with creators more on Instagram. The updates include AI-powered creator discovery, content recommendations, and improved search features within Instagram’s creator marketplace. 

AI-driven content recommendations for partnership ads

Meta is launching AI-driven content recommendations in the Partnership Ads Hub within Ads Manager. The company claims this feature will help brands identify which organic branded content has the highest potential to perform well as paid ads. For example, a beauty brand can now see a selection of its branded content and receive AI recommendations on which posts to amplify in a campaign.

Creator discovery with AI insights

Meta claims it will improve how brands find the right creator partners. The company says its new AI-enabled tools will help businesses identify creators whose content aligns with their brand identity and audience. 

Within Instagram’s creator marketplace, brands will now see AI-driven suggestions based on a creator’s past content, audience engagement, and ad experience.

This means brands won’t have to rely on filters. They’ll get data-driven suggestions on which creators might be the best fit for their campaigns. It is more like adding more transparency to creator profiles. Brands can now see active partnership ads on a creator’s profile. The idea is to give brands a better idea of how an influencer works with other businesses.

New keyword search and creator insights

Meta is bringing keyword search to Instagram’s creator marketplace. Previously, brands relied on filters like audience size and demographics to refine their search. Now, businesses can enter specific terms to find relevant creators. Additionally, Instagram’s creator marketplace now offers filtering by 20 verticals, including fashion, beauty, home and garden, and more.

More features in Instagram’s creator marketplace

Meta is also adding new tools to Instagram’s creator marketplace. The company will roll out creator cards with playable reels so brands can see relevant reel content directly on a creator’s profile.

Meta says it will introduce direct email engagement to creator marketplace. With this tool, businesses can contact creators who opt in from their direct email.

For creators who have previously run partnership ads, Meta will now allow them to have a badge indicating their experience. These experienced creators' badges will help brands “understand the experience a creator has with both branded content and partnership ads.”‍

Meta will also display a creator’s live partnership ads on their profile, so brands can assess their content approach and current brand collaborations.

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