Instagram Launching Creator Marketplace in India and 7 More Countries

Meta, the parent of Facebook and Instagram, is expanding the creator marketplace to eight new markets including India. Over the next few weeks, the social media giant plans to invite creators and brands based in Canada, Australia, New Zealand, United Kingdom, Japan, India and Brazil to join Instagram’s creator marketplace.

Besides the above seven markets, Meta said that Chinese export brands will also be invited to connect with onboarded creators but in countries outside of China.

Instagram is touted as one of the best places for brands and creators to collaborate. Introduced in 2022, Meta began testing the creator marketplace in the US, a tool for brands and creators to connect and collaborate around partnership opportunities. This was followed by introducing new features and onboarding thousands of creators and brands in the US to creator marketplace.

Brands join Instagram’s creator marketplace in Meta Business Suite. Creators join from their professional dashboard in the Instagram app. Creators can indicate brands and interests relevant to them. Creators can also create a portfolio to highlight what makes them unique.

Machine Learning for the Right Match Recommendation

A screen capture of machine learning-powered creator recommendations.

Meta said that it is testing new custom, machine learning-powered creator recommendations for each brand to help match the right creators and brands for campaigns. Brands can also search for creators, filtering for creator and audience attributes. They can also see a list of creators who have expressed interest and check out creator portfolios.

The new machine learning-based recommendations use Instagram data to help brands more easily discover creators who are the best fit for their campaigns. Eligible brands can access these recommendations over the coming months on Instagram’s creator marketplace in Meta Business Suite.

Instagram’s creator marketplace helps brands find the right creators and helps creators get discovered by brands.

A phone screen showing a designated Partnership messages folder

Creators receive brand messages in a dedicated Partnership Messages folder at the top of the Primary tab. Brands can reach out to creators directly or create and send a project to multiple creators outlining the branded content or partnership ad opportunity. Creators can review the details and requirements of the opportunity, as well as the rate, all within the Instagram app.

Once brands and creators come to an agreement, they are ready to create. Advertisers can boost organic Instagram content as partnership ads, including branded content with the paid partnership label, or they can create new partnership ads in Ads Manager.