Meta unveils AI-powered creator management tools

Meta has launched new creator management tools to help brands easily discover and partner with the right creators to grow sales. The tools include AI-enabled creator discovery, content recommendation, and creator insights for businesses in Instagram’s creator marketplace. Powered by AI, the new tools are integrated into the Partnership Ads Hub in Ads Manager. They are designed to help brands identify organic branded content for use in their Partnership Ads campaigns.

Arun Srinivas, director and head of ads business for Meta in India, said, “The world’s largest community of Instagram creators is in India. We are seeing strong momentum in brands partnering with them to drive sales and ROAS. Meta’s creator marketing solutions such as Partnership Ads and Instagram Creator Marketplace can help brands easily discover, connect, and drive performance with creators to get the most out of these partnerships. Our new tools harness the power of AI to make creator discovery seamless for brands, boosting growth potential for brands and creators.”

To help brands detect relevant organic branded content that would perform best as paid ads, Meta is also launching personalised, 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 Meta will use AI to recommend which content to leverage in Partnership Ads campaigns.

With recommendations based on a creator’s affinity to a brand, creator recommendations in Instagram’s creator marketplace will also get smarter. By combining AI and the data on a creator’s platform presence, such as the ad content, audience similarity, and Partnership Ads experience, Meta can now predict which creators will be the most effective in driving results for an upcoming ad campaign.

Meta has also updated Instagram’s creator marketplace with keyword searches to provide granular results when searching for a creator partner. Earlier, brands had to use various filters to find ideal creators to partner with. Now, businesses can search using terms like ‘summer vacation holiday’ or ‘Bollywood dance steps’ or ‘gadget unboxing’ or filter by 20 verticals such as ‘Fashion’, ‘Beauty’, ‘Home and Garden’, etc.

Meta’s new Instagram creator marketplace features aim to help brands easily discover and assess creator suitability. The updates include surface playable reels on creator cards to show relevant reel content. For creators who opt in, brands can easily contact a match using the creator’s direct email. Meta will also display badges on creator profiles for those who have run partnership ads in the past to help brands know about creators' experience with branded content and Partnership Ads. Meta will also show creators’ existing Partnership Ads in their profiles to provide visibility into their content approach and the types of brands they support on Instagram.

Thousands of advertisers in India harness creators through Meta’s Partnership Ads. The advertiser and partner accounts feature in the ad header and the ads leverage signals from both accounts for improved ranking and performance. According to Meta, Partnership Ads outperform the campaigns with routine creatives, driving incremental purchases with 96% confidence.

The company is now expanding the marketing API support for Partnership Ads to simplify running creator marketing campaigns alongside routine ads. With this new launch, advertisers can use existing Instagram posts for Partnership Ads in placement asset customisation as well as in ‘Advantage+ Creative’ section when creating ads via API. Partnership Ads can also be used for click-to-message destinations, henceforth.

The omnichannel retailer Snitch, a regular user of Instagram Reels, informed that it has seen impact across the funnel. Aniket Singh, chief business officer, Snitch, said, “The combination of Reels and creators is where the magic spot lies for driving the desired business results. Using creator content amplified by Partnership Ads on Meta platforms has helped us drive a 53% increase in ROAS.”