New Creator Marketing Tools to Grow Your Business

Creators are influential powerhouses. They have an authentic point of view that people crave and are talented at their craft. Finding the best creator to tell your brand's story is foundational to a campaign’s success - 53% of people surveyed agree they are more likely to purchase an item if it’s been promoted by a creator on Reels¹ . And according to an eMarketer report, US marketers are expected to spend over $10 billion in influencer-sponsored content in 2025, with 86% of marketers using influencer marketing.

And now, we’re making it easier to partner with creators who can help businesses grow sales. Today, we're announcing new AI-enabled creator discovery and content recommendation tools, along with new creator insights for businesses in Instagram’s creator marketplace.

Key Takeaways

• With millions of creators discoverable on Instagram’s creator marketplace, the opportunity to connect with the right creator to tell your story has never been better.
• To help businesses find the best performing ads from their branded content, we’re launching personalized, AI-enabled creator content recommendations within the Partnership Ads Hub in Ads Manager.
• We’re launching a series of updates to Instagram's creator marketplace, enabling businesses to discover and evaluate the best creators for their ad campaigns.

AI Enabled Creator Discovery and Recommendations

We’ve seen that running partnership ads outperformed the campaigns with business as usual creatives at driving incremental purchases with 96% confidence² .

Now, to help identify relevant organic branded content that would perform best as paid ads, we’re launching personalized, AI-enabled creator content recommendations for brands within the Partnership Ads Hub in Ads Manager. For example: a beauty brand will have visibility into their organic branded content in the hub, and we will use AI to recommend which content to leverage in partnership ads campaigns.

Creator recommendations shown in Instagram’s creator marketplace are also getting smarter, with recommendations now based on a creator's affinity to a brand. By combining AI and what we know about a creator's platform presence (e.g. ad content, audience similarity, partnership ads experience), we can now predict which creators will be the most effective in driving results for an upcoming ad campaign.

We’re also introducing keyword search in Instagram’s creator marketplace to provide more granularity when searching for a creator partner. Previously brands needed to leverage a variety of filters to find their ideal creator set. Now, businesses can search using terms like “soccer moms with dogs”, “gluten free desserts” or “gadget unboxing.” Businesses will also be able to filter by 20 verticals such as “Fashion”, “Beauty”, “Home and Garden”, and more.

New Insights for Better Creator Connections in Instagram’s Creator Marketplace

Understanding a creator's content strategy, posting frequency, and openness to collaboration can help businesses and creators build more genuine partnerships. To help businesses better discover and evaluate creator fit, we have added a variety of features to Instagram’s creator marketplace:

• 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 more easily contact a match using the creator's direct email.
• Experienced Creators Badges: To help you better understand the experience a creator has with both branded content and partnership ads, we will show badges on creator profiles who have previously run partnership ads.
• Active Partnership Ads: We will now show a creator’s current partnership ads on their Creator Profile to help you better understand their approach to content and the types of brands that creator supports on Instagram.

Learn how to get started and unlock new value with Instagram’s creator marketplace here.