Instagram launches invite-only Creator Marketplace – TechCrunch

Instagram has officially started testing its new Creator Marketplace, a hub designed to help brands discover and contact creators about partnerships and campaigns. The market is currently available by invitation only for brands in the United States.

Brands invited to Marketplace can use the Meta Business Suite desktop experience to filter creators by gender, age, follower count, and interests. Brands can also filter creators based on the demographics of their engaged audience, such as gender, age, interests, country, and city. Additionally, businesses will be able to see creators who have expressed an interest in working with them via an “interested creators” tab. They can also see the creators who have tagged them or follow them via a “tags and follows” tab. Brands can also see similar creators to those they’ve already discovered through filters. They can then add creators to saved lists.

Once brands discover creators they’d like to partner with, they can use the Marketplace to create campaigns and share them with creators. They can then provide campaign information to creators, such as desired deliverables and compensation. Messages sent to creators will appear in a new “partnership message inbox”. Creators can respond to and coordinate with brands directly in the Instagram app via 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,” Instagram said. in a blog post.

The official announcement comes weeks after Meta CEO Mark Zuckerberg said the company was testing a designated spot on Instagram where creators can be discovered and paid for content.

Meta’s take on its Creator Marketplace is similar to TikTok’s Creator Marketplace, which is the video app’s in-house influencer marketing platform. TikTok’s Creator Marketplace allows brands to discover top TikTok personalities for their marketing campaigns, something Meta seems to be aiming to do with its own Creator Marketplace. It’s clear that the Meta Creator Market will be part of its continued efforts to take on TikTok.

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