Meta launches new creator-led marketing solutions for brands

New Delhi: Meta has announced new tools for brands to discover and partner with creators who can grow their sales.

The announcement includes new AI-enabled creator discovery and content recommendation tools, along with new creator insights for businesses in Instagram’s creator marketplace.

New AI-enabled creator discovery and recommendations:

• To help identify relevant organic branded content that would perform best as paid ads, Meta is launching personalised, AI-enabled creator content recommendations for brands within the Partnership Ads Hub in Ads Manager.

• Creator recommendations shown in Instagram’s creator marketplace will now be based on a creator's affinity to a brand. By combining AI and the available information about a creator's platform presence (ad content, audience similarity, partnership ads experience), the effectiveness of a creator in driving results for an ad campaign will be predicted. 

• Keyword search in Instagram’s creator marketplace will also be launched to provide granularity when searching for a creator partner. Previously, brands needed to leverage a variety of filters to find their ideal creator set, now they can search using terms like “summer vacation holiday”, “Bollywood dance steps” or “gadget unboxing.” Businesses will also be able to filter by 20 verticals such as “Fashion”, “Beauty”, “Home” and more. 

Understanding a creator's content strategy, posting frequency, and openness to collaboration can help businesses and creators build genuine partnerships. A list of features added to Instagram’s creator marketplace includes:

• Creator Cards with Playable Reels: Surface playable reels on creator cards to show relevant reels content. 

• Easier Creator Engagement: For creators who opt-in, businesses can now contact a match using the creator's direct email.

• Experienced Creators Badges: To help businesses understand a creator’s branded content and partnership ads experience, badges will be shown on creator profiles who have run partnership ads. 

• Active Partnership Ads: A creator’s current partnership ads will be shown on their Creator Profile showcasing their approach to content and the types of brands they support on Instagram. 

The advertiser and partner accounts are featured in the ad’s header and the ads leverage signals from both accounts for improved ranking and incremental performance.

Meta is expanding Marketing API support for partnership ads to run creator marketing campaigns alongside business-as-usual ads. 

Advertisers can use existing Instagram posts for partnerships ads in both placement asset customisation and Advantage+ Creative when creating ads via API. In addition, partnership ads can now be used for click-to-message destinations.

Arun Srinivas, Director and Head of Ads Business, Meta India, said, “The world’s largest community of Instagram creators is right here in India, and it’s no surprise that we’re seeing strong momentum around brands partnering with them to drive sales and ROAS. Meta’s creator marketing solutions such as Partnership Ads and Instagram Creator Marketplace can help brands easily discover, connect, and drive performance with creators to get the most out of the partnerships. The new tools we’re launching today harness the power of AI to make creator discovery even more seamless for brands, in turn boosting growth potential for both brands and creators.”

Aniket Singh, CBO, Snitch, said, “We’ve consistently been using reels and have seen impact across the funnel. The combination of reels and creators is where the magic spot lies for driving the desired business results. Using creator content amplified by Partnership Ads on Meta platforms has helped us drive a 53% increase in ROAS."