Meta introduces creator-led tools to support festive campaigns in India

New Delhi: As India enters its festive shopping season, creators are playing an increasingly central role in guiding consumer choices. Meta has announced new features to help marketers connect with creators and integrate their content into campaigns more effectively.

The updates include enhanced ways to identify and collaborate with creators through Instagram’s creator marketplace. Businesses can now filter creators by language and region, broadening access to talent that reflects local markets.

Marketers can also incorporate creators into Advantage+ catalog ads. With the “Show Products” optimisation enabled, Meta can convert single partnership ads into catalog formats if performance is expected to improve. Early testing found that this led to a 4% higher click-through rate and 3% more conversions compared with partnership ads without the optimisation.

Additionally, creator testimonials are now available globally for partnership ads on Instagram. These testimonials allow creators to share product endorsements as featured comments, helping marketers amplify the impact of their campaigns.

“Creators are essential to cutting through the noise of India’s festive and Diwali advertising. Our campaigns consistently show that the right creators can drive meaningful impact across the marketing funnel. Success lies in aligning creators with specific campaign goals rather than generic use. With India’s extended festive season and diverse regional moments, creators have abundant opportunities to bring authentic, culturally relevant content to life on Instagram and Facebook,” said Rohan Dighe, Founder, Viralmint.