This feature has been in development for some time on Instagram. It would allow advertisers to search for potential creators to partner with on social media campaigns. What is it about ? Meta is developing a TikTok-like Creator Marketplace for Instagram according to a recent announcement from Mark Zuckerberg…
Instagram is evolving to find creators!
Just like TikTok, Instagram is evolving, firstly in terms of options for advertisers and secondly in terms of monetization options for creators.
And much like Facebook’s Brand Collabs Manager platform, Instagram’s Creator Marketplace allows brands to find creators they want to connect with—in other words, find potential creative partners for campaigns.
It is also quite similar to TikTok’s Creator Marketplace which has pretty much the same function of bringing brands and influencers together within the app.
It aims to promote collaboration between brands and creators. Brands interested in collaborating can use the platform to search for suitable creators by filtering them by country, age, niche, etc. They then make them an offer in which they specify the payment and the scope of the desired campaign. Creators can decide directly if they want to accept or decline the offer.
A vision similar to that of TikTok
With the growing focus on Reels, which requires in-depth knowledge of your audience’s usage patterns and behaviors, this new feature is exciting and timely.
The announcement comes weeks after Meta CEO Mark Zuckerberg revealed the company was testing a designated section of Instagram where brands could discover creators and pay them for content.
It’s a no-brainer, but the company’s vision for a Creator Marketplace is similar to TikTok’s Creator Marketplace, allowing brands to find top TikTok personalities for marketing campaigns.
What does Instagram’s Creator Marketplace offer?
Instagram’s creator marketplace is relatively transparent in its focus on continuing Meta’s ongoing efforts to compete with TikTok.
So you can filter:
- Creators by gender, age, follower count, and interests through the desktop experience in Meta Business Suite;
- Creators based on the demographics of their engaged audience through filters including gender, age, interests, country and city.
Then in partnership with the creators of your choice, you have the ability to manage the entire campaign process including specific details such as pricing, desired deliverables, and other important information when working with creators.
You can also follow creators or see who has tagged you via the ‘tags and follows’ tab. Creators similar to those you have already discovered through filters are also visible.
Another cool feature: you can add creators to saved lists.
Messages brands send to creators will appear in a “Partnership Messages” inbox. Creators can respond to brands and coordinate campaigns with them directly in Instagram DMs.
“It’s all part of our commitment to making Instagram the best place for creators to make a living doing what they love, while helping brands discover creators to partner with,” says Instagram.
At this time, Instagram’s Creator Marketplace is only available in the United States. Tests currently only operate on an invite-only basis, like Creator Marketplace on TikTok. It is still unknown when the hub can also be used without an invitation and when it could be rolled out in other countries.
Source: Instagram