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Meta began testing a tool for brands and creators to connect and collaborate around partnership opportunities among US content creators in 2022. Since then, Mark Zuckerberg’s company has introduced new features and onboarded thousands of creators and brands in the US to the creator marketplace.
As the company indicates in a news item published on February 21, 2024 on its official blog and which we share here at Marketing Insider, Meta is now expanding the creator marketplace to eight new markets.
Specifically, over the next few weeks
the company has planned to invite creators and brands based in Canada, Australia, New Zealand, the United Kingdom, Japan, India and Brazil to join the Instagram Creator Marketplace . Chinese export brands will also be invited to connect with creators based in countries outside of China.
The reason is that “brands have communicated to the company that it can be difficult to find creators for partner ads.” That is why the company says it is “excited to begin testing our new machine learning-based recommendations that use Instagram data to help brands more easily discover the creators that best fit their campaigns.”
Advantages of the Instagram Creators Market
According to Meta , Instagram’s creator marketplace “can help brands easily find recent mobile phone number lead relevant creators for any type of collaboration, but one of the most powerful is partnership ads.”
Thus, it describes that
A partnership ads (previously known as branded content ads) allow advertisers to “amplify content with a creator or other partner to scale their collaborations.”
In this regard, Meta’s official post states that “partnership ads are the interactive content In 2024 most effective and transparent way for advertisers and creators to run ads together, and the Instagram creator marketplace helps brands discover creators to partner with.”
Personalized recommendations from Instagrammers for each brand
To help find the right creators and brands for campaigns, Meta has said it is alb directory testing “new personalized creator recommendations based on machine learning for each brand.”
