Facebook parent Meta on March 26 introduced new artificial intelligence (AI)-enabled marketing tools that make it easier for brands to discover and partner with creators who can help increase their sales.
These include creator discovery and content recommendation tools, along with new creator insights for businesses in Instagram’s creator marketplace. Instagram expanded its creator marketplace to India and seven other markets in February 2024.
"The world’s largest community of Instagram creators is right here in India, and it’s no surprise that we’re seeing strong momentum around brands partnering with them to drive sales and ROAS (Return on Ad Spend)" said Arun Srinivas, Director and Head of Ads Business for Meta in India.
"The new tools we’re launching today harness the power of AI to make creator discovery even more seamless for brands, in turn boosting growth potential for both brands and creators" Srinivas said.
He mentioned that Meta’s creator marketing solutions such as Partnership Ads and Instagram Creator Marketplace can help brands "easily discover, connect, and drive performance with creators to get the most out of the partnerships"
India is Meta's largest user market, with over a billion users across its family of products, including Facebook, Instagram, Threads, and Messenger. The country also leads the world in Reels creation, producing the highest number globally each week.
Aniket Singh, Chief Business Officer, Snitch mentioned that they have consistently been using Reels and witnessing impact across the funnel. "The combination of Reels and creators is where the magic spot lies for driving the desired business results. Using creator content amplified by Partnership Ads on Meta platforms has helped us drive a 53% increase in ROAS" he said.
Creator discovery and recommendation
Meta is introducing personalised, AI-enabled creator content recommendations for brands within the Partnership Ads Hub in Ads Manager, helping them identify relevant organic branded content that is likely to perform best as paid ads.
Creator recommendations in Instagram’s creator marketplace are also getting smarter, with recommendations now based on a creator's affinity to a brand. The company stated that it can now predict which creators will be most effective in driving results for an upcoming ad campaign by combining AI with insights into a creator's platform presence, including ad content, audience similarity, and partnership ads experience.
Meta is also introducing keyword search in Instagram’s creator marketplace, giving brands more granularity when searching for creators. Businesses can now search using terms such as 'summer vacation holiday', 'Bollywood dance steps' or 'gadget unboxing' along with the ability to filter results by 20 verticals such as fashion, beauty, and home and garden, among others.
The social networking giant is also expanding Marketing API support for partnership ads to enable brands easily run creator marketing campaigns alongside their business-as-usual ads.
Additionally, Instagram is making it easier for businesses to discover and evaluate creator fit through new insights in its creator marketplace.
This includes surfacing relevant reels content directly on creator cards, enabling businesses to reach matched creators through their direct email, and displaying badges on creator profiles who have previously run partnership ads to indicate creator's experience with both branded content and partnership ads.
Meta will also show a creator’s current partnership ads on their Creator Profile to help brands better understand their approach to content and the types of brands that creator supports on Instagram, the company said.
Advertisers can use existing Instagram posts for partnerships ads in both placement asset customization and Advantage+ Creative when creating ads via API. Meta also stated that partnership ads can now be used for click-to-message destinations.
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