Instagram Expands Its Creator Marketplace to New Regions with Machine-Learning-Powered Creator Recommendations
Instagram is expanding its Creator Marketplace to include more regions, such as Canada, the United Kingdom, Japan, India, and Brazil. Additionally, Chinese export brands will now have the opportunity to connect with creators outside of China.
It’s also testing custom creator recommendations powered by machine learning for each brand, adding to existing search functionality like filters and audience attributes.
Why It Matters: Instagram has gradually expanded the Creator Marketplace, including opening up an API for influencer marketing platforms and agencies, mirroring initiatives by TikTok.
Expanding the marketplace to more creators and brands should help drive greater adoption. However, introducing machine learning-powered creator recommendations represents a unique selling point for Instagram compared to other solutions. Finding suitable creators can be a barrier in influencer marketing, so providing data-driven recommendations could make it easier for brands to identify the right partners, especially those new to the space and constrained by time and resources.
