Meta-owned Instagram is expanding its creator marketplace in India along with a few other countries to connect brands with content creators on Instagram to collaborate for partnership ads, formerly known as branded content ads.
Instagram has been testing the creator marketplace platform in the US since 2022 and has onboarded thousands of creators and brands to its marketplace.
Now, the creator marketplace is being expanded to eight new markets including India, Australia, Japan, Canada, and the United Kingdom. Over the next few weeks, Instagram will invite creators and brands to join the marketplace and explore collaboration opportunities.
Brands can join Instagram’s creator marketplace through Meta Business Suite while creators can join from their professional dashboard in the Instagram app.
Creators can even express their interest in relevant brands they want to collaborate helping those brands to see the creators who are interested in posting branded content.
On the marketplace, Meta has been testing its custom machine learning-based recommendations for each brand by using Instagram data to recommend the creators that are best fit for their campaigns.
Brands can also search for specific creators and directly reach out to them outlining the branded content or partnership ad opportunity.
When a brand sends messages for branded content opportunities, creators will receive the brand messages in a separate ‘Partnership Messages’ folder at the top of the Primary tab of the chat section on the Instagram app.
Creators can review the details and when they reach an agreement with the brands, they are ready to create and post branded content with a paid partnership label. Brands have also the option of creating new partnership ads in Meta’s Ads Manager.
This is going to be a great platform for both brands and creators on Instagram to connect and explore branded content opportunities. Creators can easily discover brands relevant to their content and earn more money by posting branded content helping the brands to reach a very targeted audience.
