This feature has been developing on Instagram for some time. This will allow advertisers to discover potential creators to partner with on social media campaigns. What is this about? According to the recent announcement by Mark Zuckerberg, Meta is developing a TikTok-like creator marketplace for Instagram…
Instagram is Evolving to Find Creators!
Like TikTok, Instagram is also evolving, first in terms of options for advertisers and second in terms of monetization options for creators.
And like Facebook’s Brand Collaboration Manager platform, Instagram’s Creator Marketplace lets brands find creators they want to connect with—in other words, find potential creative partners for campaigns.
It is also very similar to TikTok’s creator marketplace, with the task of bringing brands and influencers closer together within the app.
It aims to foster collaboration between brands and creators. Brands interested in collaborating can use the platform to search for suitable creators by country, age, location, etc. Then they give them an offer in which they specify the scope of the payment and the desired campaign. The creators can directly decide whether they want to accept or decline the offer.
A Vision Similar to TikTok
With an increasing focus on reels, which requires a deep knowledge of your audience’s usage patterns and behavior, this new feature is exciting and timely.
Meta CEO Mark Zuckerberg revealed that the company is testing a designated section of Instagram where brands can discover creators and pay them for content.
It’s a no-brainer, but the company’s vision for a creator marketplace is similar to that of TikTok’s creator marketplace, allowing brands to find top TikTok personalities for marketing campaigns.
What does Instagram’s Creator Marketplace offer?
Instagram’s creator market is relatively transparent in its aim to continue Meta’s ongoing efforts to compete with TikTok.
So you can filter:
- Creators by gender, age, number of followers and interests through the desktop experience in Meta Business Suite;
- Producers based on the demographics of their engaged audiences through filters including gender, age, interests, country and city.
Then in partnership with 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 as you work with creators.
You can also follow creators or see who has tagged you through the ‘Tag & Follow’ tab. Creators you’ve already discovered through the filter are also showing up.
Another cool feature: You can add creators to your saved list.
Messages that brands send to creators will appear in the “Partnership Messages” inbox. Creators can reply directly to brands in an Instagram DM and coordinate campaigns with them.
“This is part of our commitment to creating the best place for creators to make a living doing the things they love, while also helping brands find creators to partner with,” Says Instagram.
At this time, Instagram’s Creator Marketplace is only available in the United States. Tests currently operate on an invitation-only basis, such as the Creator Marketplace on TikTok. It is still unknown when the Hub can be used without invitation and when it can be rolled out in other countries.