Instagram Expands Its Creator Marketplace with Third-Party Access

Source: Instagram

Instagram has expanded its Creator Marketplace by introducing an API that allows influencer marketing platforms to integrate key features such as Prioritized DMs and Project Briefs. These features enable brands to communicate directly with creators via direct messages and publish opportunities to the marketplace from the convenience of their influencer marketing platform. Additionally, Instagram is extending access to its marketplace to various agencies, who will be able to execute and manage influencer campaigns on behalf of their brand clients.

The marketplace has been around for a few months, but creators have not found it valuable due to the currently limited opportunities. Through expanded access to influencer marketing platforms and agencies, which play a vital role in the influencer marketing industry, there should be more viable campaigns for creators to discover and participate in. TikTok has had success with its own Creator Marketplace through a similar strategy of giving third-party access to influencer marketing platforms like Mavrck and making it available for brands and agencies to use to find TikTok creators for branded content.