Meta expands Creator Marketplace access and affiliate options for Reels

New Delhi: Meta has announced a creator-first update across Facebook and Instagram that pairs new generative AI features with broader access to its creator discovery and partnership tools, aiming to help creators get discovered faster, participate in more deals and earn more from shoppable content.

What is new for creators

• Easier discovery by brands: A new Facebook Creator Discovery API lets brands and approved third-party partners search creators by keywords and view signals such as audience demographics and average engagement to assess fit. Meta is also expanding access to the Instagram Creator Marketplace API to agencies, advertisers and developers in markets where the product is already available. Verified Instagram businesses can now enter Creator Marketplace via Meta Business Suite in eligible regions, which typically increases inbound briefs for participating creators.
  
  
• Faster path from organic to paid: Inside the Partnership Ads Hub, Meta will surface AI-recommended Collabs that brands can convert into partnership ads directly from high-performing creator posts. Meta cites results from advertisers adding partnership ads to their usual campaigns with a 19% reduction in CPA and 13% higher CTR, underscoring the performance upside creators can command.
  
  
• More ways to earn: Meta is testing easier access for creators to a brand’s affiliate programme on Facebook and enabling product links in Instagram Reels for creators and brands, bringing shoppability closer to short-form video where most creator reach now concentrates.

Gen-AI upgrades that change creative workflows

• AI dubbing for video ads: Creators working with brands can localise performance assets for multilingual audiences without re-shoots, broadening eligibility for regional campaigns.
  
  
• Persona-based image generation: Advantage+ creative can now output multiple ad variations matched to different customer types or past performance signals, potentially increasing the volume of briefs that request creators to shoot anchor assets that AI then adapts.
  
  
• AI-generated music and HDR video: The video generation tool gains custom music that matches product, style and sentiment, plus HDR enhancement for higher contrast and richer colours, helping creator-made ads look premium without third-party post-production.
  
  

Why it matters for the creator economy

For creators, the update reduces two chronic frictions: getting discovered by the right brands at the right time, and scaling content into paid performance without manual rework. Discovery APIs and marketplace access widen the top of the funnel for collaborations, while Partnership Ads Hub shortens the distance between an organic hit and a paid placement. Shoppable links in Reels and simpler affiliate onboarding add bottom-funnel monetisation to formats that already dominate watch time.

Meta says nearly two million advertisers have used its video generation tool, a signal that creators who provide original footage and brand-safe narratives could see more briefs where AI handles localisation, variants and post-production while the creator remains the face and IP driver.

Availability of marketplace features and APIs continues to depend on eligible markets and verification status on Instagram. Creators should ensure their audience insights are up to date inside Creator Marketplace and link their catalogues or partner stores where applicable to benefit from product linking in Reels as it expands.