Meta Updates Instagram Creator Marketplace With New AI tools for Discovery & Recommendations

Meta

Meta has announced new updates to Instagram Creator Marketplace, enhancing creator discovery and brand collaborations. Key highlights include:

• AI-powered creator content recommendations in the Partnership Ads hub in Ads Manager, suggesting content from creators that is likely to perform well as a Partnership Ad, which it tested last year.

• Enhanced creator search with support keyword searches ( “soccer moms with dogs”, “gluten free desserts” or “gadget unboxing.”) and 20 vertical filters like “Fashion,” “Beauty,” and “Home & Garden.”

• New creator profile features, including Playable Reels, direct email access, badges indicating brand collaboration history, and visibility into active Partnership Ads.

Why It Matters: Instagram was late to launching its Creator Marketplace, but it’s quickly catching up—leveraging AI to improve discovery, content evaluation, and ad performance predictions.

More social platforms are doubling down on creator-brand collaboration tools, even though they aren’t direct revenue drivers. The real opportunity? Fueling ad spend. By connecting brands with creators for organic content and using AI to identify high-performing content for paid ads, Meta strengthens its core ad business.

For brands and agencies running influencer-powered paid media campaigns, selecting the right content is key to performance. Meta’s AI-driven recommendations aim to simplify and optimize this process.

Beyond Meta, these updates reflect a broader industry trend: AI is becoming embedded across all aspects of influencer marketing.

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