Andrew Hutchinson
Source: www.socialmediatoday.com, February 2024
Meta has announced that it’s finally expanding access to its Creator Marketplace tool, which will give more businesses the capacity to search for creators to work with on their Instagram campaigns.
Meta first launched its Creator Marketplace back in 2022, enabling U.S.-based brands to search and connect with relevant platform influencers based on a range of qualifiers, including focus topics, follower counts, location, etc.
And now, businesses in the following regions will also be able to access the tool:
- Canada
- Australia
- New Zealand
- United Kingdom
- Japan
- India
- Brazil
In addition to this, Meta also says that Chinese export brands will also be invited to connect with onboarded creators in countries outside of China.
Which is interesting, considering Meta’s tenuous history with the CCP’s “Great Firewall”, but the deal here relates to Chinese businesses operating in regions outside of their homeland, which is somewhat separate to Meta’s internal dealings.
In addition to expanding access, Meta’s also rolling new machine learning-based recommendations within Creator Marketplace, which will use Instagram data to help brands more easily discover creators who are the best fit for their campaigns.
As you can see in this example, the new recommendations will highlight accounts that have strong engagement rates in your niche, have mentioned your brand in the past, or have produced good results for similar businesses.
That could make it easier to find the right fit, or at the least, to give you more options to consider in your process.
Branded Content collaborations can be highly effective on IG, by using the established expertise and experience of creators who have already built a following in the app, and know what works, to boost your promotions.
By working with the right creators, with connection to your target audience, you can secure valuable endorsement within key communities, which can help to germinate your branding in the right communities.
Brands can check out Instagram’s creator marketplace in Meta Business Suite, with access coming to these new regions shortly.
