Last year, a small number of brands entered a testing phase introduced by Instagram, granting them access to a new set of tools for discovering and reaching out to creators. To build upon these tools further, Instagram will be launching and testing its creator marketplace on an invite-only basis to brands active in the US.
The creator marketplace will act as a destination to allow brands to find creators they want to connect with. The desktop experience within the Meta Business Suite will allow brands to filter creators by gender, age, number of followers and interests. They’ll also be able to filter for creators based on the demographics of their engaged audience, using filters including gender, age, interests, country and city.
As well as searching for creators from scratch, brands will be able to see the creators who have expressed an interest in working with them, have tagged them or followed them, and to see similar creators to those they’ve already found through the filters, and add creators to saved lists.
Elevating campaigns
When brands have discovered potential creators for partnerships, they can use the creator marketplace to create campaigns and structured projects to share with the creators selected and outline their campaign overview, the desired deliverables, compensation and any additional information related to the creator project. Any messages brands send creators will land in a newly created Partnerships Messages inbox. Creators can respond to brands and coordinate with them directly within the Instagram app.
This expansion of the creator market palace is all part of the platform’s commitment to making sure it’s the best place for creators to make a living doing what they love—all while helping brands discover creators to partner with.
