Instagram has announced its expansion of the marketplace tool to connect brands with creators for paid partnerships or ads in eight new countries. These new markets include Canada, Australia, New Zealand, the United Kingdom, Japan, India, and Brazil.
The company initially tested this platform in the U.S. in 2022 and has since onboarded “thousands” of creators and brands. In the past year, Instagram added API features for creator outreach, brief structuring, and invited agencies to use the platform.
In addition, Meta will also invite Chinese export brands to connect with creators outside of China, widening the reach of the platform.
Over the next few weeks, both brands and creators will be invited to join the marketplace in these eight new regions. Marketers can approach creators for a paid partnership or a partnership ad, enabling advertisers to boost organic content as ads.
Image Credits: Instagram
Creators can join the platform through the professional dashboard in the Instagram app to highlight their content, as well as list relevant brands and interests.
Meta helps brands match with relevant creators for a specific marketing campaign through its machine learning algorithm. Companies can also manually search for creators and apply filters to refine the results.
Creators can review requests and conversations with brands initiated through the marketplace in a new folder on Instagram called “Partnership messages.” They can also review the details of the marketing campaign within the app.
Image Credits: Instagram
Other platforms such as Snap, YouTube, and TikTok also offer creator marketplace functionality. Additionally, startups like Catch+Relase, Agentio, and Breaker are providing innovative solutions for connecting brands with creators.
