Meta is set to expand its Instagram Creator Marketplace to eight additional countries, including India, following its announcement earlier this week. Launched in the United States two years ago by Facebook’s parent company, the platform serves as a gateway for brands to discover and connect with creators for sponsored content and partnership advertisements. Content creators on Instagram will also have the opportunity to build a portfolio showcasing their posts and indicating their preferred brands and interests.
In a blog post released on Wednesday, Meta detailed the expansion of the Instagram Creator Marketplace to Australia, Brazil, Canada, India, Japan, New Zealand, and the UK. Previously accessible only to creators in the U.S., Meta plans to onboard creators and brands from these new regions in the upcoming weeks.
The Instagram Creator Marketplace provides brands with access to a variety of content creators who have opted to participate. Information such as follower count, engagement metrics, and audience demographics will be readily available. The platform allows companies to filter creators based on criteria like gender, age, location, interests, and their portfolios. Brands can bookmark creators or contact them directly through the portal.
Companies can initiate contact with creators using the Partnership Messages feature found under the Primary or All tabs in their Instagram direct messages, according to Meta. The platform facilitates the entire process of negotiating pricing and discussing the requirements for branded content or partnership advertisements within the Instagram app. Brands will also have the capability to communicate with multiple creators regarding the same project.
Meta has indicated that it will employ machine learning (ML) and artificial intelligence (AI) to suggest content creators to brands, based on data collected from Instagram. These recommendation features are currently in testing and are expected to be launched in the coming months via the Meta Business Suite.
